RECALIBRATING GOALS

Flexible, Adjustable and Achievable

Sarah Levine Meyer @SLevineMeyer

WHAT’S WRONG WITH THE ANNUAL PLAN?

How We Operate

Business Objectives

Annual Plan

Marketing Activities

So what’s the problem?

Annual planning sends us down a

path to accomplish goals that many times become stale and misaligned

with current business needs.

Allow Me to Explain

The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS awareness. Those who refuse to take the challenge are asked to make a donation to the ALS charity of their choice.

- ALS Association

http://www.alsa.org/news/archive/ice-bucket-challenge.html

or And challenge your friends

Increase Awareness

More than 1.2 million Facebook shares

More than 2.2 million Twitter mentions

Fewer than 90 days

What Now?

In many ways, this campaign was working. •  The plan can’t account for results •  Goals need to recalibrated to the current

state

Increase Awareness ✔

The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS awareness. Those who refuse to take the challenge are asked to make a donation to the ALS charity of their choice.

- ALS Association

http://www.alsa.org/news/archive/ice-bucket-challenge.html

August 10

http://www.alsa.org/news/archive/ice-bucket-challenge.html

August 22

The challenge involves people getting doused with buckets of ice water on video, posting that video to social media, then nominating others to do the same, all in an effort to raise ALS awareness. People can either accept the challenge or make a donation to an ALS Charity of their choice, or do both.

- ALS Association

August 10 Accept the challenge or donate.

A Recalibrated Goal

August 22 Accept the challenge, or donate, or do both.

Increase Awareness

Continue to build

awareness, and drive donations

Not Part of the Annual Plan

Good problems. •  The strategies you employ should change

the landscape, and when the landscape changes it’s time to recalibrate your goals.

•  Revised goals may merit adjustments to your strategies.

A landscape shift is essentially something that occurs for which you cannot plan.

Market developments

Changed information

More data

Ill-Positioned to React to Shifts

Business Objectives

Annual Plan

Marketing Activities

Position to Recalibrate

Identify

Prioritize

Execute

Recalibrate

Shift in landscape

A SCENARIO

Grow Oil & Gas Industry Presence

Hire individuals with oil & gas experience –  Have experienced individuals publish weekly newsletter under the firm’s name –  Leverage their networks

Open an office in Houston Work with PR partner about recommendations for increasing exposure

–  Events –  Presence in industry publications

Talk to digital strategy partner about how to best leverage digital

–  Campaigns to support –  Targeted positioning

•  Send newsletters •  Host events •  Promote on your website •  Leaders generate conversation on LinkedIn •  Publish regularly in industry publications

Execution

Generate Awareness

It’s Working

Analytics There are some newsletter recipients who consistently click through and read your materials

Stick with the plan?

Recalibrate

•  Curate strategically •  Targeted events •  Personal contact

Increase Awareness ✔

Drive Consideration

PLAN TO RECALIBRATE

Identify, Prioritize, Execute…

Tie all strategies and tactics to a goal(s) Ex. Using a goal tree

SMART goals Succinct, Measurable, Actionable, Realistic, Time-bound

Identify

Prioritize

Execute

Determine which goals are most important Helps organize how your time is spent Aids when more is asked of you than you have time for

Goal Tree

Now that you’ve executed…

Not so much.

Anticipate •  Expect that the landscape will change - we hope!

Pay attention

•  Ensure you’re measuring against your goals using the metrics you set up when identifying

Ask questions

•  What do I need to do to move towards this goal? •  How am I doing against this goal with my current strategy? •  Does this goal still make sense?

Develop a working team

•  Responsible for identifying and evaluating the goals •  Consider the data that will prove whether you have set the correct goals

Position to Recalibrate

Takeaways

•  Create connectivity between goals and strategies/tactics in your annual plan

•  Measure the success of your strategies

•  Be prepared to recalibrate your strategies (sometimes this is a good thing!)

•  Don’t assume the timeframe for recalibration

My Advice to You

Psychologists tell us that people who make consistent progress toward meaningful goals live happier more satisfied lives than those who don’t. 

Make sure your goals are consistently meaningful to your business by recalibrating them regularly.   http://michaelhyatt.com/goal-setting.html

Thank You!