Management

Why You Should Benchmark Internal Metrics

May 11, 2012

Benchmarking establishes a reference point so you can gauge the success or failure of marketing and service strategies even when there isn’t an obvious cause and effect. We naturally want to know how our results compare to our competition and try to benchmark against them. It’s impossible to create realistic and accurate comparisons to other [...]

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Why Benchmarking against Competitors doesn’t Work

May 7, 2012

One statement in “The Numbers that Really Matter to Your Business” got a lot of attention because people didn’t agree with it. I wrote, “There is simply no way to compare metrics from different companies and deliver realistic results.” Responses varied from simply stating that the reader disagreed to explanations as to why I don’t [...]

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The Numbers that Really Matter for Your Business

May 4, 2012

Creating benchmarks that work to grow your business and improve profitability along the way requires an intimate knowledge of your company, customers, and team members. Your competitors’ metrics choice rarely matters except to provide fodder for bragging rights. If they have 10,000 Facebook followers and your company has 100,000, it may look good to your [...]

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Customer Retention: The First Pillar of Social Media

April 25, 2012

Keeping customers actively buying products and services is a key component of every marketing and service strategy. The longer people remain in the buying funnel, the greater their lifetime value and contribution to corporate profitability. People can easily shift loyalties with a click of a button in our global marketplace. This makes it much harder [...]

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