If You Don’t Know Where you’re Going, Any Road Will Take You There

Challenge: How do you build and maintain long term motivation from your team?

Start with the end in mind. That’s a really simple statement but it can be challenging to put into practice. How often do you leave the office and say ‘What did I do today?’ or ‘Did I really accomplish what was most important?’ In today’s multitasking work environment, we’re pulled in so many directions and by so many means: Phone calls, emails, meetings, travel – and all in an environment of change. Yesterday’s plans are put aside for new action plans.

Fortunately, a few simple steps can bring clarity, sanity and most importantly, increased motivation for your team members. This starts with a process of developing organizational objectives from the executive staff and then translating them for everyone in the organization. Organizations just need to translate CEO objectives into those that fall onto the VP Marketing and so on to all in marketing. Simple, right? What if your organization does not have this in place? Good news – you can still put this into action, all on your own.

In outbound marketing and lead generation, you are responsible for sales targets. You can take the quarterly sales objectives and drive these into executable programs. These might impact new opportunities, increase awareness, target verticals or geographies, support sales enablement and more.

So you can ask – do these new requests I just received via email or on a call support my target objectives? Are these tasks somehow more important than the ones already on your plate? Our time is a zero sum game. We only get one chance to complete the day ahead of us and spend our time most effectively. If we get new incoming requests, we need to compare these to the current tasks in plan. Put your plans into place and take these to your manager, Director or VP. This will start a conversation regarding which programs will best support the target objectives. You may even develop a set of quarterly objectives for the team (positive steps!). Once agreed, as plans change, you can raise these up to ensure that the new plans better support your objectives.

The result? Not only will you have better alignment and coordination in your team, but also better motivation by feeling more connected with the organization. You will feel more engaged knowing that your activities directly contribute to the advancement of the organization. Being a part of a successful organization and knowing the role you play is a great source of ongoing motivation.

Lesson: Aligning objectives throughout the organization drives increased motivation


Author: Larry Stein at TechMarketingStrategies

For the last 20 years, I have led demand generation teams supporting high growth technology companies. Now working as an independent consultant, my responsibility is to apply best practices in the creation of these programs. My goal is to enable marketing teams to become self sufficient with a data driven culture of KPI's, test and measurement in service of achieving company revenue targets. My approach is to work with senior management identifying objectives and wildly important goals. With these in mind, we work together to build programs, processes and systems that will reach these goals along with the measurement KPI's to evaluate progress. Along the way we will enable the team to manage and maintain these systems so achieving these goals becomes a natural cadence of the marketing organization.

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