Great Guns writes:
Something that we do continuously, is to analyse the results we achieve from our various marketing channels. In the analysis we collect data showing how much marketing effort we have put into each channel, the ratio of effort to results and the resulting number of orders and volumes of revenue generated from each channel.
We then apply those factors looking forward, based on our revenue and profit plans for the year ahead.
Of course, we add intelligence to those numbers in terms of how the markets are maturing and how the results of our marketing activities will change over time. We then define all of the actions we need to take in order to make those projections a reality, and this becomes our marketing plan for the year.
The progress against this plan is monitored weekly at the operational level and monthly at board level.
Using this approach, our company has consistently grown by more than 25% over the last 15 years.
We call it our ‘Go for Growth’ strategy and it really works for us!
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