Improving Marketing Performance
Posted on March 17, 2008 at 3:55pm, written by Jeff Grill, VP Marketing
Great presentation by Jason Fried of 37 Signals at the South by Southwest conference on questions every person should ask before starting a project. It never ceases to amaze how many marketing or creative projects are requested without a clear understanding of the problem the project is going to solve and the impact it will have upon completion. I’m going to start every marketing meeting with the list in mind.
Here are the questions:
Why are we doing this?
What problem are we solving?
Is this actually useful?
Are we adding value?
Will this change behavior?
Is there an easier way?
What’s the opportunity cost?
Is it really worth it?
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Comments
Jeff Grill, VP Marketing
Commented on 05/11
You are absolutely right. The issue in marketing is that we often act as a support group to others in the organization. Sometimes it’s difficult to stop, think and then decided if a program is a good use of resources. While obvious, I thought the checklist was a good reminder.
Also, since the 37 Signals team is incredibly effective at launching new business concepts, understanding their best practices can be helpful.
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Jay Cross
Commented on 05/10
Jeff, this is more than marketing. Jason’s advice fits just about everything in life, doesn’t it?