The Self Managing Marketing Department

You can't build a self-managing company unless you have a self-managing marketing department.

What is a self managing company, anyway?

The book that says it all

I have read this book years ago, yet I fully understood the power of this concept when I finally joined Strategic Coach. In 2019 I became the first year student of Strategic Coach with an intent to stay with this program for as many years as necessary to study, implement and master everything I can learn from them.

You can download this book in e-book format at http://strategiccoach.com/go/smcebook or you can reach out to my friend Robyn Crosby at robyn.crosby@strategiccoach.com and ask her how you can get your hands on a physical copy of this book.

In this book Dan challenges you you to "transform your company in to a self-managing organization that continually frees you up for multiplier breakthrough". The company everyone wants says Dan Sullivan.

Your Self-Managing Marketing Department plays a role in helping you build your Self Managing Company.

Let eLaunchers.com BE your self managing marketing department
so you can go back to doing what you love to do and being what you love to be.

We GOT This!

If you are willing to take me up on my offer, please go to www.elaunchers.com/client and book an appointment with me to discuss next steps!

And Now, The Rest of The Story!

Definition of self managing marketing department

What is self managing marketing department? Great question. Like the self managing company, the marketing department can operate in identical fashion. Succinctly put, the self managing marketing department is one where it operates fully without you, the business owner. Although not as easy as it may sound, there will always be a need for your input, decisions made, and keeping informed of measurable Key Performance Indicators (KPIs). Other than that, however, by instilling and installing a self managing marketing department can free you up to what is fascinating and motivating, rather than something you would rather not do.

The self managing marketing department succeeds at all the behavioral aspects of any fully successful marketing organization, although, you don't have to worry about what's working, what's not, how much money is being wasted, and what type of ROI are you getting for your marketing investment.

Eight facets of the self managing marketing department

Strategic Planning - A systematic process of capturing the envisioned future, and then translating this vision into clearly defined goals and the sequential actions that must be implemented to make said goals a reality.
Content and copy - Two things that are often interchanged. Content is educational, informational or entertaining to influence an ideal audience. Copy is the more creative of the two as it is specifically crafted to persuade the recipient to take action on their emotional attachment to the message.
Steady stream of leads - The necessary component for every business. Through content and copy, prospects are compelled to seek more information for whatever reason, thus becoming a lead to nurture until the buying decision is made. Creating that steady stream is a tactical process of consistently placing the right message before the right audience at the right time.
Marketing Tactical Team - Those individuals that make the magic happen. They include the copywriter, graphic designer, technician, pr, media relations, data scientist, project manager, proof / editor, and researcher. Depending on the size of the organization, any or all of these team members may be duplicated.
Health of Database and Data Hygiene - The health of the database is critical to maintain efficiency, cost control, and message delivery. The data scientist reviews the entire data bank and "sanitizes" the contact list by eliminating dead contact information, duplicates, invalid addresses, and validates revenue flows, transaction frequency, size of transactions, and clusters of ideal customers within the data set.
Marketing and sales automation - The act of producing an automated flow of information to the target audience utilizing email auto esponders, text services, on demand webinars and teleseminars, downloadable reports, white papers, eBooks, and other digital information. Marketing communications come in a variety of mediums from print to video, audio to digital. Each communication is a marketing asset when used properly.
Conversion, Ascension and Referrals - The act of moving the lead to the buying decision and converting the transaction from desire to close. Ascension is the upgrade of said transaction from one level to one offering more and costing more for the benefit of the consumer. Referrals is the reward received for providing a great user experience as trust, respect, and the warmth of the relationship matures. Active customers advocate for the business and become the silent sales persons.
Results monitoring and ROI tracking - To understand the success of any marketing action is done through analyzing what is working and what might not be working as well as intended. The measurement of investment in the lead generating process must be analyzed against benchmarks, so as to know the level of success a particular campaign, or marketing activity produces in relation to revenues, cost, and goals and objectives.

Customer Value Matrix Model

Customer Value Optimization with Value Journey Canvas is a method of identifying every aspect of a customer's journey to purchase by use of Magnetic Marketing. Magnet Marketing is at the epicenter of direct response marketing.

As taken from the Direct Marketing's Founder and CEO, Ryan Deiss, "Our Customer Value Optimization (CVO) is the process for every business we start, acquire or consult. The goal is to create a sales funnel that allows you to outspend your competition to acquire and keep customers.

As stated by Jay Abraham, world-famous business consultant, "there are three ways to grow a business:"

-Increase the number of customers

-Increase the average transaction value per customer
-Increase the number of transactions per customer

The CVO process is what is used to grow revenue in all three of these ways.

The Conversion Formula

Lead generation and conversion is a process, not an inconsistent attempt at getting new clients. The system of conversion requires several elements all working in cohesion. Few people are ready to purchase the first time they come across offering what they seek. The process of attracting, informing, educating and developing a strong relationship of know, like, trust, and respect takes time and consistent interaction. When prospects show interest of knowing more, a series of small offerings are placed before them to help with their discovery. There are three levels of interest expressed in the sections of a marketing funnel. There is the top of the funnel (TOFU), where everyone makes initial interest, the middle of the funnel (MOFU), where the relationship intensifies or wanes, and there is the bottom of the funnel (BOFU), where the time is then right to offer goods or services. Should the buying decision not occur, the lead receives further nurturing with additional offers of information, relationship building, and trust building occurs.

The Million Dollar Problem

Patients say no all the time. When they say no, there is an opportunity cost that will never be recouped. Lost opportunity cost really adds up quickly. As an example, let's take a professional service company, like a dentist. Said dentist's average lifetime value of a new patient is roughly $6000. Every time a patient says NO, there's $6000 that will never see the inside of your bank account. An appointment no show, a case presentation rejection, missed call at the front desk that could be a potential patient, or one that calls inquiring but never comes for an office tour. It only takes 167 NO's to equal $1 Million. How many No's do you experience, and how many cause a $1 Million loss in Opportunity?

The Marketing Master-plan

While the typical business plan is laid out in short-term, 1 year, and long-term, 3 and 5 year plans, marketing is different. The marketing master plan follows the path of long-term consisting of six month to one year general planning, quarterly strategic marketing planning, and monthly tactical planning. These long-term plans are established to envision the end result so that the customer journey can be planned. Quarterly and monthly strategic and tactical plans are determined as the prospect, leads, and converted into sales can be considered one group until the point of knowing when to make the pitch to purchase. These strategies and tactics include all manners of the content distribution plan, milestones for movement created, and consistent analysis of the successes along the customer journey.

Your Unique Selling Proposition

What makes you so special? Why would anyone decide to hire you over every other person in your field, or not hire you at all? What solution do you provide that no one else can possibly provide? Fill in the blanks if you can: My clients (customers, or patients) hire me for these reasons: _____________________, _____________ and _______________, so they can _____________, Answer this with complete clarity and conviction, and you might indeed be a compelling solution. Additionally, if the following can be answered by others, "Who else can say that?" or can say "Well, I would hope so." You're in trouble. You aren't special at all. Your uniqueness and special differentiation must be so distinct that there is no doubt your solution is the best one available in the marketplace.

What Matters Most

Success and the lack of it are critical elements to a profitable business. What matters are most are having the ability to Identify KPI (Key Performance Indicators) that matters most in Marketing and Sales Metrics like:

-brand awareness -click-through rates -impressions -organic search rankings -reach are essential

—but only to the extent that these metrics are quantifiable and connect to hard metrics like pipeline, revenue, and profit.

Developing and actively managing a Key Performance Indicator Dashboard that tracks every metric in real time is key to having the ability to monitor rhythms, addressing any negative action, and the discussion of such information in real time across the organization/

and developing matrix and dashboard to track in real time. Developing rituals and meeting rhythms for discussing results.

The strategy of strategies

The best way to create a strategy that will function without issues is by planning out in 1000 days, or about three years. Beyond that the mind cannot envision much farther into the future. Knowing that, the strategy of strategies is the One Plan, and the mini-steps along the path can be related to the Road To that three-year goal. Based on the 1000 day envisioned outcome (goal, reverse engineering the outcome to identify what exactly must happen by day 300 to assure the remaining 700 days meet the goal without fail. The next step is creating the strategy and tactics based on a thorough review of every marketing asset available to us from an exhaustive search of archives, etc. and learning what is needed to make the 300 and 1000 day strategies work. The 100 and 300 day plans are the foundation for what will be built as the final outcome.

Taken from Dan Sullivan

If we’re having this conversation three years from now and you’re reflecting on your past, personal and professional what has happened in the past three years for you to be satisfied with the outcome here.

The 1000 day framework

The 1000 Day Theory is a factual look at the historical data of your company. In an effort to clearly identify your REAL ideal client, customer, or patient, researching the previous 1000 days (approximately 3 years) of data including number of transactions at or above the average transaction, the number of transactions by the same person within that same time period, as well as how many of them fit into the top 5% of the client pyramid. These people are the ideal audiences you should be targeting, and future marketing attention will be paid to only them.

Once the 1000 day audit has been completed, marketing strategies and tactics will be planned out for the next 1000 days forward. Each tactic will have measurable milestones, frequent oversight, tweaking of tactical steps, and continual refinement until the goals established are achieved.

Getting Ready To 'Start Your Engine'

Talk about market/message/media, importance of developing content strategy, copy strategy and putting together the winning team of writers, designers, technologists and database administrators who will create a path to realization of your vision. Insert Kennedy's 'it takes a village' speech here.