It is that time of year again – when some CMOs realize that the marketing plan they finalized at the beginning of the year went awry. Perhaps there was too much in the plan, to begin with, or there were changes in the company and the market that made the plan less relevant.
It’s easy to get stressed out about projects that aren’t working. Often, the source of this tension is the fear of losing (FOMO), a condition that affects everyone, even professionals.
For CMOs like me, FOMO can mean losing trends, technologies, and buzzwords (what is even a “micro-moment”?) That our competitors dominated before they realized how our plans have changed. Perfectly designed. And FOMO marketing can lead to over-marketing: many do things at the same time with the belief that it is better to enter the market with “more”.
It is not. Because plans always change. Never.
Step 1. spread all her clothes on the bed
Marketing translation: eliminating ideas
Most of us have a hard time keeping our closets organized, especially since we have a lot of space to start. Kondo asks his followers to pull out all the obstacles and put them on the bed or in the center of the room – only then can we really see what we’re working on and start formulating a plan to reduce the pile.
What does this cabinet strategy mean for the marketing planning process? Place your teams in conference rooms and fill in the whiteboards with blue sky thinking – different tactics, strategies, channels, and innovative thinking.
Draw all the possibilities. Put everything on the board: even the things you know are very expensive, time-consuming, laborious, etc.
By simply looking at everything in one place, you can start cleaning everything so you can focus on what really matters.
Step 2. Choose the clothes that are most important to you
Marketing translation: analyze and simplify
Only when objects accumulate in terrifying excess do people really begin to feel the need to emphasize the elements that mean the most to them.
A good marketing plan focuses on retaining customers, attracting new people, and training sales teams. It is strategic and includes an ROI analysis based on objectives and numbers. You need a clean closet in the Kondo language to hold a piece of clothing in your hands and decide if it “brings joy”.
So, to give pleasure to your marketing practice, consider which ideas are on the table that brings you the most pleasure: well thought out, strategic and data-based ideas. These are the initiatives that not only move you but also provide the maximum ROI potential for the company.
Step 3. Fold things neatly
Marketing translation: only fully prepared initiatives
The same goes for marketing initiatives: I have rarely seen incomplete marketing initiatives make an impact – in the right way, of course. Most marketers and companies make mistakes when trying to execute all activations or channels at the same time, creating all kinds of chaos. Or they make assumptions about the data (in fact, there is one person behind each data point) and target the wrong target group and miss the point in terms of messages, positioning, and sales opportunities.
Folding and storing meticulously and artistic clothes is the same as setting priorities, disciplining, and focusing on executing marketing efforts. The goal is to ensure that you really invest the right time and resources in each campaign and tactic. Regardless of the results, you must be sure that you really do your best.
You can’t be or do everything
Saying “no” is not easy for marketers. We cannot fail to maximize our opportunities, so we do not avoid this and we risk getting much less than we expect. This is not a radical discovery about our industry, but it seems that we are in a world where relentless multitasking is a way of life.
The pressure is not always self-exposed. CMOS continues to increase its collection responsibilities, in part due to the complex market and the search for “lean work”. This may explain why the average maturity of CMOS is significantly less than that of their co-CEO, CFO and CTO. Taking on additional roles can be a fatal wound.
Instead of focusing on how many things to focus on, you should focus on. Prioritize your to-do list based on what you know you need to get more attention first and put other things aside for a while. Like clothes that don’t bring joy and end up in a pile of gifts, these “other things” can disappear forever when marketing and business plans change.
Focusing on the initiatives that excite you can help you do less and make things less meaningful. If you do less, you can do more.