Updated July 2015

Making a BIG Impact

FMM’s promise to its client- a key part of the value

proposition- a differentiator

The Reality:- virtual team; out of sight…- not employees; accountability

concerns; how do I know it took…- CEOs are commonly not marketers so

our efforts are not always top of mind`

My Commitment to Each Team Member

Quality, meaningful work at a fair rateBe part of an integrated, high performing team that delivers real impactWork with other quality, marketing professionals – expand your circle of colleaguesImprove your skills; challenge you to grow and improveI am the sales engine to bring you more workI have your back if the client unreasonably has concerns about your workYou will be paid on a timely basis `

Expectations as an FMM Team Member

High quality workEmbrace and support the FMM model & its brandDo your role completely (e.g., communicating, reporting)Go above and beyondTake pride in your workWork across the team – who else on the team could benefit from what I am doing?Weekly updates to marketing plan in a timely and complete mannerMonthly planning of the upcoming monthComplete, accurate and insightful Impact reportingYou identify when you need client time; then let me knowBe prepared for efficient and effective weekly calls

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Delivering ImpactFMM Clients are CEOs of growth-oriented businessThey care about:

AwarenessLeadsSalesProfitability

We are fact-based marketers focused on results.

We attract clients who appreciate accountability, expect accountability and value reporting and results.

Our clients retain us as their marketing department for years.

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Clarifying & Reinforcing ExpectationsMonthly:

- high sense of urgency to wrap up the month

If you can get it done, get it done.Blue is good! Green is OK. White –

better have a real good reason…- ~1 hour to plan the next month

Weekly:- update with clear, specific status- GOOD: DONE with date; target date to be

done; - POOR: in process; wk of (current wk) with no update

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End of Month Marketing Plan ReportingJuly: (current month)

- high sense of urgency to wrap up the month

- color coding (please) – if possible- reporting is required in ALL 3 areas:

GoalsMetrics:

where specifically did you make an impact; JUST THE

FACTS; nothing that is in process – no weak metrics. Facts, results.

Activities – get them done!

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End of Month Marketing Plan ReportingAugust: (the next month)

- Start with goals: CEO appropriate goals – copy and bring

forward3 categories of goalsBe Specific; Be Strategic

- Metrics:How will you prove your Impact in the month?

If you had to present your ROI for your invoice what would you report?

- Activities:Category should align to goal sectionThe work you are going to do to deliver on the

goalOwner clearly listed for each sectionAnything not done in prior month needs to be

brought forward (copy NOT cut)`

Marketing Planning & Reporting

Congratulations to Faye for best & consistent reporting!

Gift card being mailed to you as a thank you!

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Marketing Plan – 3 components by month

Goals – big picture to get done in the month

Metrics – how you will report success; proving you achieved the goal

Activities – specifics that will be done during the month to ensure the goal is achieved

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The Marketing Plan & Your Role

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Goal(s) – define before the next month starts

Metrics – define before the month starts – specific & measurable

Activities – define the categories before the month starts; update the details and status every week during the month

Components of the Marketing Plan

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Goal(s) – high level goals; any work you do for an FMM client should have a defined goal that you are responsible for in the month; define goals once

Metrics – every goal needs to have a corresponding metric (measurable) of how you will report the impact you are making on behalf of the client; if you can’t measure your impact, we need to evaluate if it is worth doing. Define once; update weekly

Components of the Marketing Plan (cont)

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Activities- What will you be working on during the month to

ensure the goal(s) are defined?- Define activities in advance; update weekly- The status column is only to reflect status:

- Be specific and accountable- If done; note Done with date- If underway, note that- Do NOT be vague; take accountability to move

things forward- Your mindset needs to be get this done this month

Timeline - Overview

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Month-End – final week of month:Mindset: Wrap up the month, no loose endsThe client marketing plan defines your prioritiesPush to get the work done; achieve the goal!Finalize all reporting in the status report;

specifically metrics and activities – no vague statuses – either done with date or clear reason as to why not done

Plan the next month PRIOR to month endBeginning of month

End of month/plan for next month

Weekly updates

Weekly updates

Weekly updates

Marketing Status to Impact Report

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End of month/plan for next month

1. Marketing Plan/Status

Goals

Metrics

Activities (irrelevant to Impact)

Every week the marketing plan/status is reviewed with client so they know what is getting done during the month

2. Impact Report

Goals you achieved with metrics to support what you got done

The impact report is your report to show with facts what you did to make an impact for the FMM Client in the month.

Tips for final week of the month

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End of month/plan for next month

1. Marketing Plan/Status1. Complete the current month’s marketing

plan first.2. Plan the next month by updating the

marketing plan (include ensuring any work not completed in current month gets moved forward to next month – start with goals, metrics and activities in that order.

3. Prepare your invoice. Evaluate if you are confident that you delivered a ROI in the month that supports your invoice and that you would meet face to face with the client confident in your goals achieved and metrics delivered. If not, revise your invoice.

TIPS – metrics are achieved – not in process; not expected in the future – facts only.

2. Impact ReportAfter completing the current month’s

marketing plan in terms of goals achieved and metrics defined; complete the Impact report.

Activities are irrelevant and don’t belong in the impact report.

If a goal was not achieved, it has no place in the Impact report.

The impact report needs to be completed after month end & as early in the new month as possible.

FMM – the better alternative

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• Monthly ROI - Impact report – return on marketing investment

• Fact-based, results oriented, experienced team• Accountable, responsive, proven, integratedThe Options:

Key Factors

Build In-house Department

Hire Agency Create your own virtual team

Retain FMM as your marketing dept

Cost Fixed High Varies VariableBenefits Burden?

Yes No No No

One point of Accountability?

Yes Yes No Yes

Self-managed? No No No YesProven? No Yes No YesBreadth of skill set/capabilities

Limited by budget

Varies – can be limiting

Questionable Broad – full service team