BY TERRI LANGHANS, CSP
A new way to look at
the new year, measure
(and hit) your numbers
CHECKLIST
TERRI LANGHANS, CSP,
helps make boring marketing interesting
at BlahBlahBlah.us. She just nailed her
word-count benchmark of 400.
December may be upon us, but no more New Year’s resolutions for me. Don’t misunderstand. I still enjoy the energizing renewal that comes from setting and
achieving new goals. Unlike most Americans,
however, I enjoy it 12 times a year instead of
just once.
WHY? NSA Past-President Mark LeBlanc said
it best: “My life, career, and level of success
changed forever when I let go of the calendar
year as my focus. Now I look at a ‘rolling’
12-month period as my year, where the first
of every month is the beginning of a new year.
Why have just one celebration a year when you
can have 12?”
HOW? Whether you want to speak, consult,
sell, save, give, write, exercise, earn, play,
or stay home more (you get the idea), look
at your numbers monthly. Create a benchmark—a specific number that measures the
result or the activity related to your goal.
At right is a sample of both personal and
professional goals and monthly benchmarks.
SPEA K ERNOMICS
NOTE: If you miss a target, it is rarely the
target’s fault. For example, if you miss your
revenue target, before lowering it, check your
marketing benchmarks. Did you plant a new
business seed every single workday? Or did
you skip a few (or many) days? Don’t like your
weight? How did your yoga, meal, and mileage
benchmarks measure up this month?
What do you want more (or less) of? Create
your own categories, identify the activities
and actions that will generate the momentum
to get the results you’re after. And don’t forget
to celebrate!
How often? Every. 30. Days. ■
o Revenue
$20,000
o Salary
$10,000
o New business
seed-planting call/email
20 (One-a-day, five days a week)
o Blog, vlog, podcast
2 (Twice a month)
o Favorite or primary
program/product/o;ering
4 $5,000 or 2 $10,000
(See revenue)
o Sales conversations/
proposals/holds
12 (If you have a 3:1 close rate)
o Yoga
8 (Twice a week)
o Meatless Mondays
4 (Unless there’s a blue moon
Monday)
o Miles walk/run
150 ( 5 miles a day x 30)
o Movie, concert, events
4 ( Weekly mix of what you enjoy)
o Entertaining at home
1 (Hosting dinner, cards,
season finales)
o Book club
(Reading for pleasure vs. work)
o Date night
4 (Sans electronics)
o Visit someone special
2 (My 85-year-old mom)
HEALTH
FAMILY
BALANCE
FINANCIAL MARKETING
FUN OR WORK-LIFE