Persona & Marketing Performance

2008/11/12

How do winners measure Marketing Performance?

Look at all those companies and organzations that are successful and you will see a common theme, service.  Profit may not event be in the top three KPIs or key performance indicators and that is because profit is a symptom or result of success not the cause.

Service.  It sounds simple though it requires consideration, focus and dedication, all of the things in short supply when times are tough.  Oddly enough one of the toughest things required to be of service is to measure differently and shift perspectives from being a seller or provider to a buyer.

How does one accomplish a perspective shift?  It may be easier to identify ways that it is not accomplished. 

Do not offer services that have been successful yesterday.  In tough times or good times people adjust and change the way they operate.  This can be described as a change in process.  All of the products or services that they bought yesterday served yesterdays processes and don’t fit today.

Do not copy your most successful competitor as they for similar reasons will be selling products and services that will not be in demand tomorrow and even more importantly it is extremely difficult to change what everyone sees as successful behaviour.

Do not listen to your most value customer as they typically demand help for problems that are causing them the most pain.  Pain points can switch very quickly and hurt you too especially if you have built an inventory or trained staff to accomodate a problem that is about to disappear or be replaced.

But then what do we do and how do we shift our perspective to that of a buyer and attract success?

Understanding what people are about to do so that you can accomodate future success is the path less travelled and can be achieved with simple tools and consistant focused effort. 

Here are two simple steps that will start you on the path. 

  1. Pick the most successful products or services in your market, yours and your competitors and then identify the buyer processes that they serve today.  Use this ‘magic pair’–product/service and buyer processes–and overlay them on top of your market segment lables.  Pay close attention to those market segments that have the same processes. 
  2. Create a Personae based on groups of buyer behaviours that may span market segments and then match the Personae to the products and services identified in step 1.  

Now it gets simpler, we watch.  We are watching for small changes in processes important to people while simultaneously watching to see if products or services are changing to accomodate processes that are new to our understanding of what buyers need today.  In my experience this exercise provides a clear and simple indicator of what our clients, current and future, want tomorrow.

The simple truth of Marketing Performance or any performance indicator is that it measures what just happened, what was important yesterday.  Shifting your perspective to Persona Behaviour will permit you to serve with future need in mind.

Once this is done please remember to shift your perspective of performance as your old measures, like fish on a counter in the hot sun, will start to smell badly, very quickly.

Cheers,

Nick  nick@scenario2.com 

TIPS, TOOLS, RESOURCES 

Marketstory, Numerati, Persona, Wireframes & Scenarios Persona Driven Analysis & Portals Persona Based Business Intelligence 3D Persona

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