Execute….and you can change trajectory

execution, ideas, Marketing

I keep writing various things on marketing and sales – generallyfor B2B, personal finance and human performance.

My experience has primarily been in B2B marketing- providing industrial automation solutions, then IT and now some amount of media related work.

I was talking to a close associate on the weekend and she raised a point asking if the blogs I write can actually be applied by all kinds of companies in any of the industries that I have listed above .

I believe, except for pure start-ups, with whom I have never worked, if you even have a few customers then, what I write should definitely help you in your marketing and grow your business significantly.

But I can only give you ideas, at the end of the day, its how you take those ideas and execute that will determine your success. A lot of times when I am taking coaching or listening to podcasts, I get a lot of ideas going on my mind, but till I don’t execute them, I don’t realize the challenges that come up. So while these coaching calls are interesting , it’s not useful until I execute.

So while I hope you find my posts interesting, they can be useful only when you use them and then give me your comments, whether things worked out or they didn’t.

Till next time then….keep executing.

Carpe Diem!!!

Execution – the key to success of any endevour

execution, ideas

I am a big picture person. The guy who gets ideas. The guy who can construct a solution by seeing both inside and outside the box. I am the guy who can identify the ideas that need to be executed.

My blindspot is execution. I have to exert immense amount of concentration to identify execution challenges.

However, a big picture is very good to show how the puzzle will look like when made. However someone really needs to put the pieces together to make the picture. The more the pieces of the puzzle the bigger is the challenge from an execution perspective.

When you are in a corporate environment, it is the slippages in execution which cause the biggest problems. And these are not big slippages which can be observed easily. These are small, almost unobservable things which go unnoticed and then you suddenly get a surprise.

Today two such things happened – due to which this topic came on top of my mind. One was that someone was to load money into a prepaid account so that Google Ads would function and the second was because someone was to give feedback on a resume submitted and he didn’t think it was important to give that feedback to the right person, we lost 2-3 days in the process.

On the face of it, these are such small issues. But like the saying goes ‘you waste your life because of the seconds you waste”. Same way when you add up all the misses that happen in a year, the cost is a few months of revenue lost.

Like I said I am a big picture man, so getting down to identify why something missed target, takes an enormous amount of energy and diverts me from my strengths which is marketing. But when I start identifying the causes then I like to really go down and identify the root cause.

Ideally if you are like me, a big picture person, you should ave a team of executioners who complement you and ensure that the big picture is made. They are the guys who site with checklists to ensure that things get done at the end of the day.

And they should monitor the laggards in your team so they perform. If inspite of monitoring the laggards don’t perform, they should be thrown out. There’s no point in carrying dead weight around.

Till next time then.

Carpe Diem!!!

Feeling of achievement

Affirmative action, execution, Flow, Focus

When you get into the “flow” of getting things done, it sets off a cascade set of events. One you don’t feel tired even after having done so much work and in addition you are also in the mood to achieve more. Something that Steven Kotler points out in his book “The Art of Impossible….”.

For more than a month I had to close some legal documentation with respect to our relationship with one of the largest OEMs. It was all to be done online via one of the online sourcing portals. Now my problem with technology platforms has always been that whenever I try to make it work, it throws up challenges at me.

These documents had come to me more than a month back, but first my passwords didn’t work, then when I got that in order , one of the trainings that they wanted me to take, didn’t work and finally there was some technical documentation which I had to then get my legal guy to first fill and then give me.

Finally yesterday I got the documentation but when I tried logging-in again, the passwords again didn’t work. so today after I had had enough sleep, I sat down to work on this with a fresh mind. (This is another thing that Steven talks about…..you need to get enough sleep for your mind to work well and get into flow). I read through the password guidelines again, finally logged-in but couldn’t get to the page of the OEM.

To cut the long story short, because I had started fresh, I completed the complete set of activities in about 90 minutes and I had not realised so much time had passed and I finished without even feeling tired.

Also since I have started using the prioritisation matrix suggested by B.J.Fogg in his book Tiny Habits, I also ensured that I was working on those activities first which would have the highest impact for me. So in a state of flow in two sessions I completed so much without feeling exhausted. That’s the advantage of being in flow.

However I still need to make, getting into “flow” state a habit. Haven’t still been able to achieve that.

Till next time then.

Carpe Diem!!!

Prioritizing top 2 or 3 – challenges -2

differentiation, execution, Marketing, Marketing Ecosystem, Methodologies, prioritizing, Product Management, route to market, segmentation, single target market

Yesterday I wrote about the issues which come up in prioritizing the top 2 or 3 for me, in my day-to-day life. This post will talk about the top 3 things in marketing that you need to address and the challenges which come up in real life situations because of revenue pressures.

In marketing if you summarize the issues with respect to lead generation or getting business then they would be

  1. Getting footfalls (incase of a store) or hits on your website or people coming to your webinar
  2. Cost of various media to get you the traffic
  3. Cost of converting the footfall into a buying public

Perry Marshall calls this the Traffic, Economics, Conversion combination. Within each of these three you can do a prioritization of the next top 3. Like I mentioned earlier 80/20 is fractal, so there’s always an 80/20 within an 80/20 forever, you just need to identify it. That will help you dramatically. I am amazed the amount of leverage I keep getting once I recognize the 80/20 in anything. Like I have been saying – small hinges move large doors.

Now something outside this equation is Reference customers. I would like to put this in category of itself, provided you already have a running business, because this can change the game in your favor dramatically.

Now every marketer would understand the things which I have listed above. But what happens is that there is pressure from sales for leads and while you start testing one item and things are not working out, you start analysing all the issues. In the meanwhile because there’s a pressure on revenue you try something in the short term to boost the revenues and the spiral starts and things go out of control.

During this time someone from delivery comes up with another product and sales being sales, they always want new products to take to the market and suddenly you are being pushed to launch the new product in the market.

The companies who do good in marketing are the ones who ensure that they don’t mess up the prioritization, focus on it to keep things running smoothly and then look at new product launches or sales pressures. Chances are if you have a system than the system will incorporate the failures that can take place and have a place to learn from them.

Master these priorities and you could be way ahead in your marketing.

Till next time then.

Carpe Diem!!!