New clients will often ask me: “What do you need from us?” I do an intake interview to learn about their practice groups, their clients, and their current profitability. Then I ask them for their marketing goal.
Before the relieved look of “That’s it? That’s all it’s going to take?” leaves their faces, I hasten to tell them that they must thrash out a SMART goal. That’s Specific, Measurable, Achievable, Relevant, and Timely. It’s anything but easy, yet without it, most firms’ marketing initiatives will degenerate into unfocussed, ad hoc, pet projects that don’t . . . [more]