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The Secret to Web
Marketing/IT Support:
Shared
Performance Objectives.
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Common Goals Are Created From Above |
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In our
studies, the companies that grew the fastest had everyone
marching in a clearly-defined, shared direction. And the
only way to do that is to establish shared,
repeatedly-referenced performance objectives across
the organization.
This gets IT, editorial and advertising to support a
website's quantitative marketing goals ... creates new
windows of opportunity ... and helps get Marketing's
requests done.
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Tips for Performance Objectives |
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Remember the definition of well-written "SMART" objectives:
Specific, Measurable, Attainable,
Results-driven and
Time-based.
In addition to quantitative goals, there should be some
behaviorally-defined goals for each individual from the
Manager level upward. Examples include:
"Initiates new steps to leverage and share
expertise with staff and/or others."
"Actively supports new division-wide strategic
initiatives."
"Demonstrates a management style which
actively supports
negotiation and team-building."
This last goal is the most critical, because in a
cross-functional organization, teamwork and
communication matter more.
A rugged individualistic, entrepreneurial, "I'm-gonna-get-it-done-myself-by-taking-no-prisoners"
style is devastatingly ineffective in the world of
cross-functional web organizations.
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Bill Baird is a
leading authority on the use of digital direct marketing tactics
to generate revenue from publisher content and services on the
web.
A frequent speaker at tradeshows and conferences, his consulting
clients include EducationWeek, The Motley Fool,
Consumerreports.org and numerous others.
He is also the creator of SPARKwatch, a private industry
intelligence service which identifies emerging web marketing
best practices before they become widely known. He can be
reached at (203) 838-5444 or at http://www.bairddirect.com.
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