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 those broad 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. For each strategic objective, define 3-5 measurable ‘Key Results’. For example, if your objective is ‘Increase Brand Awareness’, Key Results might 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 basic modelling to analyse the return on investment of different channels. This helps you allocate resources effectively and focus on tactics that deliver the greatest impact.
- Content Pillars & Campaigns: Align your content marketing directly to your objectives. Develop ‘content pillars’ – core themes that support your strategy – and then build campaigns around them. This ensures consistency and relevance.
- Sales & Marketing Alignment: Your sales team needs to understand the marketing initiatives designed to generate leads. Regular communication and shared metrics are crucial. A clear Service Level Agreement (SLA) defining lead quality and follow-up processes is invaluable.
Finally, remember that strategy isn’t static. Regularly review your progress against your OKRs – ideally quarterly. Are you on track? If not, why? Be prepared to adjust your tactics based on performance data. This iterative approach ensures your marketing remains agile and responsive to changing market conditions. Don’t wait until 2027 to review; consistent monitoring is key.
The next step? Schedule a workshop with your team to define your OKRs for the next quarter. Start small, focus on a few key objectives, and build momentum from there.
