Old time fishermen used the sun and the stars to navigate to the best fishing spots. No matter which way the winds were blowing (or how hard), they found a way to eat.

In business, we use marketing to navigate to our prospects (the fish). If the marketing takes us off course, the sales team fishes in barren waters.

To navigate, we must know where we are, and where we're going. Unfortunately, too many entrepreneurs set sail without a good fix on their position.

Most small businesses have a person responsible for revenue. That individual can usually remember which campaigns were successful, but it's rare to see results tabulated in a systematic way. Moreover, the results are recalled in terms of revenues rather than leads or traffic. This is natural enough, as the purpose of marketing is generally thought to be revenue generation.

However, there are many factors that can interrupt the flow of prospects as they move through the sales cycle, from the sales rep having a bad day to a sluggish web site.

Simply put, if you're looking to measure your marketing results, you need to measure what marketing delivers: LEADS! Break them into clearly defined A, B and C categories. Each time you spend money on marketing, record what generates leads, and what doesn't.

The data you get from navigating properly will help you steer properly. If your marketing isn't generating leads, you have a marketing problem. On the other hand, if you're tracking plenty of good leads, but aren't converting them, you have a sales problem. 

Best,
Luis Maimoni
Creative Director
Fresh!

(562) 595-0555 Voice
(562) 595-0527 Fax
(562) 537-0678 Cell
Luis@FreshGraphics.net
www.FreshGraphics.net

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