There’s one major reason why many marketing teams fail.
It’s the manager.
For agencies - this is usually the founder.
A founder who hasn’t managed marketers before.
A founder who doesn’t really “get” marketing at a holistic level.
A founder who might not have time to pay attention to all the nitty gritty details.
As a founder, you might be a guru at seo, google ads, or individual channels.
But -
Running & building an end-to-end marketing engine, and reporting back on its revenue impact is a completely different beast.
With that said, with the right framework - you can indeed manage the team effectively.
You just need to know
- The right KPIs to track
- The right reporting cadence
- & the right way to hold each other accountable
To help, I've put together a quick framework below for you to follow.
Got questions? Say hello & I’ll walk you through it all.
Enjoy!
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1. End of week update via Slack (recurring)
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Action:
Send mini report to manager (make this a fairly short update)
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Metrics:
- # of Mqls vs target (% attainment)
- $ value of pipeline generated from marketing vs target (% attainment)
- $ value Deals won from marketing vs target (% attainment)
- Cost Per Mql
- Budget Spent Vs Target Budget (% Attainment)
General:
- Top Wins/Roadblocks
- Focus areas/priorities for next week
Here’s an example -
Metrics:
- 50 MQLs MTD vs Target 100 (50%)
- $10k pipeline generated vs 30k target (33%)
- $5k deals won vs $20k target (25%)
- Cost per MQL $450 vs $500 target
- Budget spent $7k vs $10k (70%)
General:
- Wins: Highest-ever MQLs this month
- Challenges: Website load times impacting conversions
- Priorities next week: Improve load times, launch meta ads
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2. Weekly recurring catch-up with the founder 1:1
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Weekly catch-up agenda with the founder
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- Discuss the above metrics (end-of-week report)
- Start with the Hubspot dashboard to show the above metrics
- General WIP on lead gen priorities
- Run through the project management tool and share projects you’re prioritising and others you are de-prioritising
- Cover off any challenges you need help with + priorities for next week
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3. Weekly team 1:1 marketing (WIP)
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Weekly team 1:1 marketing WIP agenda
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- Establish a recurring 1:1 weekly team meeting
- Cover off key marketing KPIs as above, using Hubspot dashboard
- Plus general WIP during the team meeting
- Plus consistently help them de-prioritise non-lead gen activities
- Plus Marketing Manager to set a weekly Slack reminder to get EOW updates from individual members of their team vs KPIs (similar to format shared above)
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4. Marketing Manager 1:1s with team
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Marketing Manager 1:1s agenda with their team
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- Establish a recurring 1:1 weekly with each team member
- Simiar format to the above where they share key mterics vs attainment. etc.
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Monthly reporting activity
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- In- depth report covering above key metrics, the analysis behind it, what worked/didn't, focus areas next month, roadblocks/help needed
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Seem like a lot? Yep, marketing ain’t easy.
It needs a lot of ongoing checking in, reporting, and ensure we continue to go in the right direction.
The moment you take your eye of it, there’s a high likelihood it’ll break.
This is where good systems come into play (like the above).
And this is where everyone starts talking marketing & revenue impact.
And, none of the fluffy stuff :)
Got questions on KPIs, reporting cadence for marketers, or anything else?
Say hello and we’ll lock in a time to chat through
Cheers,
Was
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