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Assess your marketing budget Be fearless in assessing problems

Take a look at the marketing you’ve been Taking a long, hard look in the mirror to
doing to see what’s been working and analyze yourself and your business can
what hasn’t. Now is the time to assess your be intimidating. It’s often easier to gloss
marketing budget and redistribute based on over small problems—which allows them to
what has been effective. If nothing seems to become big ones. Your best friend in this
have been effective, or if it’s too soon to tell process is rigorous honesty with yourself
what is working, you may want to dig deeper and your advisors. That will allow you to
and make sure that you are measuring the face up to your needs so that you can meet
right analytics for the relevant channels and challenges head-on before they become
assessing them on a more frequent basis. insurmountable obstacles.

Reevaluate your KPIs Communicate with your team

If you decide that you’re not getting enough Once you’ve done the work, it’s time to
information to determine what’s working share your findings with the appropriate
in your business and what’s not, make sure members of your team. Maybe the
that you are developing and evaluating results will become part of their midyear
SMART (Specific, Measurable, Attainable, performance reviews. In certain cases, you
Relevant, Time-Bound) KPIs. may find that you’ll need to make some
• Is the information specific enough? staffing changes.
• Can I tell whether I am making
measurable progress toward my goal? Clear communication that’s positive
• Is it possible for me to attain my goal and action oriented is inspiring. Avoid
in the time allotted and with the placing blame, and ensure that you’re
resources provided? providing the tools your team needs to
• How is my goal relevant to my business? succeed as they embark on implementing
• What is the time frame for achieving improvements for the second half of
this goal? the year. n

Take Don’t feel like it’s all on you to navigate the rest of the year. Bring in the help
Action that you need, whether it’s an attorney, a financial planner, or an expert, to
help with your marketing or operational management.

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