Marketing on Cruise Control

If you want to increase your miles per gallon while driving, use cruise control. Let the car's computer adjust the throttle automatically to keep the speed nearly constant. The computer's algorithm is simple - if the car's speed is at or over the target speed, leave the throttle as-is. If the car is going slightly slower, increase the throttle slightly. If the car is dramatically slower, increase the throttle a lot. So, what does this have to do with your business marketing?

Pick a target. Do you know what your business goals are? If you don't know what you're aiming for, how will will know if you get there? So, make sure you've thought through your business target strategy.

Measure you distance from your target. If your target isn't measurable, then pick a target that is. You need a simple metric to understand how you're doing. This is why fund-raising campaigns show their progress with a thermometer (or other graphic). People will naturally help out in various stages of need (to get things rolling, to complete the goal, etc.).

Regularly measure your distance. While it may be tempting to measure your distance when things are looking good, you need to regularly assess your progress.

Track your progress. In addition to keeping track of time, keep track of your actions to achieve your goals. This information will be invaluable for your next effort - you'll better understand the ROI (return of investment) of your activities.

By putting your business marketing on cruise control, you'll be more focused on your long term goals than your short-term fluctuations, saving your energy for other things.