On today’s episode, we are discussing step six of the Strategic Planning process, Establish Your Measurement. How are you measuring the progress of the objectives and initiatives of the organization? Starting with the end in mind and setting quantifiable goals is great, but you must also create targets and get those numbers on paper.
One way to measure your progress is, did you do it or not? For example, if your objective is to increase the awareness and education of your audience, an initiative might be to create a marketing/communications plan that provides direction to achieve that objective. The simplest measurement is whether or not you developed a plan. But what about the metrics?
The second way to measure your progress is to use key performance indicators (KPIs) to show if your activities made an impact and whether or not you produced the outcomes you set out to accomplish. It’s easy to fall into the trap of overanalyzing every piece of data. You do have to measure, but measure what matters. Be realistic about what you’re measuring and don’t get so far into the weeds that you are no longer progressing toward your objectives.
Once you have a one-page strategy, it’s time to develop the work plans. A great tool to develop KPIs is called Klipfolio. This tool starts with a list of questions that will help you start to track your progress throughout the year. Here are the questions:
- What is your desired outcome and where do you want to be at the end of the campaign/year?
- Why does this matter?
- How are you going to measure progress?
- How can you influence the outcome?
- Who is responsible for this outcome?
- How will you know if you achieved that outcome?
- How often will you review progress toward the end goal?
Don’t get analysis paralysis! It’s easy to become overwhelmed by all of the data so make sure you are measuring what matters. To do this, your entire team must be aligned on the overall objectives and initiatives you determined in step five (Tighten Your Focus).
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