Veja como você pode navegar pelas repercussões de avaliações de desempenho ruins no marketing de varejo.

Ao lidar com uma avaliação negativa, o primeiro passo é reconhecer as preocupações válidas que foram levantadas. É comum sentir-se na defensiva, mas é fundamental ver a crítica construtiva como uma oportunidade de crescimento tanto pessoal quanto profissional. Reflita sobre as questões apontadas. Identificar esses problemas é essencial para começar a resolvê-los de forma eficaz. Isso pode exigir uma reavaliação da sua abordagem de marketing, investindo em treinamento adicional ou ajustando seu estilo de comunicação dentro da equipe. O importante é transformar a crítica em um catalisador para melhorias, sempre buscando alinhar sua estratégia com as expectativas e necessidades do seu público e do mercado.

Recognizing and admitting to poor performance is the first critical step in addressing the problem. This involves a thorough analysis of the evaluation to understand specific areas of weakness. It's essential to remain objective and avoid defensiveness. By acknowledging the issue, you demonstrate a willingness to improve and take responsibility for your actions. This openness sets a positive tone for the steps that follow.

After acknowledging the performance gaps, it's important to set clear, achievable objectives. These should be specific, measurable, attainable, relevant, and time-bound (SMART). Clear goals provide a roadmap for improvement and help maintain focus. They also allow for tracking progress over time. Having well-defined objectives ensures that efforts are directed effectively towards areas that need enhancement.

To improve performance, it's crucial to identify and develop the necessary skills. This might involve undergoing training, attending workshops, or seeking mentorship. Building relevant skills enhances your ability to meet job expectations and perform better. It's a proactive approach that shows commitment to personal and professional growth. Investing in skill development can lead to significant improvements in performance.

From my CPG standpoint, it is extremely important to acknowledge it is a journey. We do have a mixed bag of RMNs in different stages of evolution and we ourselves have different stages of maturity on different BUs. Hence, expectations alignment is crucial, both with internal and external stakeholders. Additionally, defining the 'rules of engagement' is very important, things like how long are you willing to test and learn, what are the minimum RMN capabilities required, what are the ROI thresholds you have in mind, etc.