There are TWO things you need to stop doing this year.
One. Two. Very simple.
🛑 STOP assuming your CRM is clean.
🛑 STOP sweeping your marketing budget under the rug.
Once you reverse these industry-wide bad habits your company will out perform competitors.
There are two things that I want you to stop doing this year.
Number one is expecting that your CRM data is clean. I am always going to recommend you should be doing a data audit at least once a year and making sure that people are sticking to data standards that are set up at your company. Just don't assume that the data's clean or don't assume that people are putting in the data correctly.
You want to go through and check it. And if it requires additional training and resources for staff that are putting in data, then provide that for them.
The second thing is stop ignoring your marketing budget. I've worked at firms where we didn't have a robust finance team, and I couldn't go to someone and ask for them to pull the numbers for me.
But as a marketing professional, I should be tracking what the marketing effort at the company is doing and how we're spending money. Because if I want to go and ask for additional resources, whether that is a consultant, an additional person, ad spend, or a new piece of technology, I want to be able to base that off of what we're currently spending. Having that kind of information in my back pocket is a huge boost.
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