Something Erica and I do at the end of every year, is take a week away on holiday. In the evenings we sit down and start to plan everything for the year ahead. We figure out what we want to do, what we want the business to do and what we personally want to do. For myself, I plan on getting back into ice hockey and start playing the drums again as I didn’t get chance to do them last year.
We write all the goals down and looked at what we have to do to achieve them and how we are going to reach them in the upcoming year. For example, if one of the goals was that we wanted to achieve £100,000 extra in profit by the end of the year, we would look at what Tekkers would have to do reach that target. We can break it down to how much we would need to earn on a monthly/weekly basis, how many customers we would need, how many quotes and leads we need. Using all those figures, we get actual tangible targets to hit throughout the next year. We can then take those figures and apply them to what I learnt from Profit First (mentioned in the last blog), where we take a percentage of the earnings and split it between different accounts. For instance, we have an office move account with money set aside to cover all the costs needed for the move. It saves the hassle of having to contact our new accountants to find out what we’ve got sat in paper accounts somewhere as I can easily see straight away how much money I have got in that bank account
Following on from this, there needs to be a way of tracking everything we are doing in 2019 in order to know if we are achieving our goals. I’ve spent some time creating a spreadsheet that tracks our marketing and lead generation.
The spreadsheet will track:
- How much we spend on marketing
- How many leads we get out of it
- How many quotes we generated from those leads
- How much business we won from those quotes and leads
- The average spend per customer
- The average cost to acquire the customer
With all this information, we can pinpoint exactly what is working and what isn’t. We are able to see if a particular Facebook campaign isn’t working and is wasting us money or if Google Adwords is doing brilliantly and gaining us leads. We can focus on what marketing is working for us and bin anything that’s not.
There are many different pillars of marketing we plan on using this year and will be using BrightGauge to track them. I’ve set up my BrightGauge to show my main KPIs (Key Performance Indicators), how many tickets are being raised by customers, how many new customers we’re speaking to, the time it takes to close tickets, average response times and the amount of money in our bank. All displayed in simple clean layout which is only a glance away from my main screen. The team also receive weekly emails showing them exactly where they are in terms of meeting the KPIs and achieving our goals for the year.
Everything we do at Tekkers is geared towards consistent and continual improvement to make sure that today is better than yesterday. We use BrightGauge to track a lot of our information by pulling figures from our ticketing system, monitoring system, financial systems and CRM systems, placing them all in one nicely presented report. It means, if we wanted to, we can see why our response times were practically high one week by looking at what tickets were taking the longest to respond to and figuring out why.
What you planning for 2019? Are you planning on winging it? I know we did in the first few years. We were constantly working and hoping that the more we worked the better we would do. It seemed to work out alright for us but now that we are actually planning things and we’ve got targets to hit, we are able to constantly improve our company.
Want a copy of our marketing tracking spreadsheet so you can track what you are doing in 2019? Get in contact and we’ll send it straight over to you!
If you want to know more about BrightGauge, read our blog Brightgauge: Getting to grips with your data