Many Australian SMEs spend valuable time crafting a strategic plan, outlining where they want to be. However, too often, that plan sits on a shelf. The real challenge isn’t *creating* strategy, it’s translating those high-level objectives into everyday marketing and sales activities. We see this time and time again – a disconnect between the ‘what’ and the ‘how’.
Cascading objectives means breaking down your overarching goals into smaller, manageable steps for your team. It’s about ensuring everyone understands how their work contributes to the bigger picture. Think of it like this: your strategy is the destination, and tactical execution is the roadmap.
Here are a few key insights to help you bridge that gap:
- Objective & Key Results (OKRs): This is a powerful framework. Define a clear objective – what you want to achieve. Then, set 3-5 Key Results – measurable metrics that demonstrate you’re on track. For example, an objective might be ‘Increase brand awareness’. Key Results could be ‘Grow social media followers by 20%’, ‘Secure coverage in three industry publications’, and ‘Increase website traffic from organic search by 15%’.
- Marketing Mix Modelling: Don’t just *do* marketing; understand what’s working. Invest in simple modelling to analyse the return on investment of different channels. This helps you allocate resources effectively and focus on tactics that deliver the best results. It’s about data-driven decisions, not gut feel.
- Content Pillars & Campaigns: Align your content marketing with your strategic objectives. Develop core ‘content pillars’ that support your key messages. Then, build targeted campaigns around those pillars, designed to achieve specific Key Results. This ensures consistency and relevance.
- Regular Review & Adjustment: Strategy isn’t static. We recommend monthly or quarterly reviews to assess progress against your OKRs. Be prepared to adjust your tactics based on performance data. The market changes, and your approach needs to be flexible.
Ultimately, successful execution requires clear communication, accountability, and a willingness to adapt. Don’t fall into the trap of over-planning and under-doing. Start small, measure everything, and iterate. Your next step should be to take your current strategic objectives and, as a team, define the Key Results that will demonstrate success. This simple exercise will immediately bring clarity and focus to your marketing efforts.
