11. Commercial assessment, prioritisation and investmentOnce you've assessed your strategies and how they need to be changed to achieve your objectives, you'll need to prioritise what you do and when.This requires a commercial assessment of which strategies are 'good business as usual', the quick wins (lower value,...
4. Which markets and customers will help you meet your objectives? Current, new or lapsed customersAre you targeting current, new and/or lapsed customers? What are they doing currently vs what you want them to do? e.g. switch brands, buy more from you and less from your competitors,...
3. How are you going to achieve your objectives?Areas to consider:- Are you motivating current customers to buy more or attracting new customers?- Do you need more employees to do this or will current employees be able to do it? Do they need more training...
2. Establish performance measures and processOnce you've set objectives, you need to make sure you have set performance measures and process for measuring and actioning. Performance measuresWhat are you measuring? Brand equity, engagement, lead conversions to enquiry, sales value or volume.ProcessHow often, who is responsible for...
During January, we'll focus on developing objectives and what you'll need to action to achieve the objectives.. Each business is in its own unique situation so this is not a linear process and you may not need to action all of the elements. 1. Set objectives not subjectives. The point...