written by
Yves Delongie

How to organise predictably-performant marketing operations?

Customer Intelligence 2 min read

Predictable performance is about creating an environment where everyone feels in control of the company’s performance next week, month, quarter, and beyond. One where everyone knows the impact of their work towards the company’s goals, and more importantly, is able to use that information to improve performance tomorrow.

With predictable performance, you don’t need to spend hours digging around for the insights you need. It isn’t dependent on monthly or quarterly reporting meetings, or cut-and-paste and out-of-date spreadsheets and slide-decks. Instead, because everyone knows the status of initiatives, progress towards goals, and the activities that drive results – everyone is able to make the adjustments that improve performance.

journy.io contributes to organising such predictable performance through the way it allows to manage marketing sources, campaigns, events across the entire organisation and make simulations on outcome when changing/adding campaigns and multi-channel ad spend.

Performance cycles

Identify initiatives (monthly)

To improve performance in a predictable manner, companies must first define what winning looks like and prioritize initiatives that will drive performance to achieve that state. Improvement will require execution, iteration, and learning. For most initiatives, 90 days is a big enough window to allow for launch and measurement, and yet a small enough window to necessitate urgent action. As initiatives progress, and the team gets acquainted to the process, a 30-days window becomes more suitable.

Set goals (monthly)

Most companies have an annual plan and some break those down to quarterly targets. But, when employees wake up in the morning, they aren’t concerned or motivated with goals that are so far away -- until it’s too late. The first step towards predictable performance, where the real magic happens, is when you break these targets up into smaller pieces. Monthly goals create short-term action.

Revise action plans (weekly)

Once everyone is focused on the right actions, consistency helps to keep everything on track. But when performance dips, plans need to change. The key to hitting monthly goals is to discuss each team’s plan every week and adapt to any changes in performance.

Monitor Progress (daily)

You’re on the right track. You’ve set monthly goals and are revising your plans to hit them every week, but now you need to see how your daily activities help make progress. When you monitor your impact as you implement your plan you’re also empowered to adapt your approach as needed in order to stay on track.

Share results (today)

Every team member is responsible for sharing the impact of their work as it happens. Sharing results – good and bad – in real time allows companies to celebrate victories, do more of the activities that produce results, and course-correct when things aren’t working.

Achieving results?

You’ll know you’ve implemented predictable performance successfully when everyone feels in control. When everyone, across the entire organization, knows how their work directly influences performance, can be confident that everyone else knows too and most importantly, will use that insight to help drive tomorrow’s performance.

Let us know if you want us to review your marketing operations and see how journy.io potentially can contribute to improving predictable performance.