This week we received an inquiry from a prospective client requesting a quote on press releases, newsletters, videos, event management, graphics, and advertising. Without having the benefit of a call to understand the full scope and context of these projects, in addition to frequency and timelines, it was difficult to provide an appropriate cost.
We often fixate on the price before considering the desired outcome. Understanding the business goals is critical to align the strategy with appropriate tactics. From this, a plan and the respective costs can be derived, along with the metrics to measure if the overall scope of work is actually moving the needle.
While lead generation and business development are likely key business priorities, the plan to deliver on these can be much different if the goal for marketing is focused on awareness and thought leadership. Certainly, the tools and tactics will be different.
Six weeks into the new year, it is important to pause and think through your marketing plan. Are the tactics dictating the strategy or vice versa? If the former, you may need to hit the reset button in order to effectively drive business outcomes.
Now is the time to calibrate and course correct.