What do you do if your marketing team's performance evaluations are outdated?

In a rapidly evolving business landscape, it's crucial to keep your marketing team's performance evaluations up to date. If you find that the current evaluation methods are no longer reflective of your team's work or the industry standards, it's time for a refresh. Outdated evaluations can demotivate your team and fail to provide the insights needed for growth. This article will guide you through revamping your marketing team's performance evaluations to ensure they remain relevant and effective.

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1 Recognize Issues

The first step is to identify the shortcomings of your current performance evaluations. Consider whether they align with your company's goals, if they measure relevant metrics, and if they encourage the right behaviors. Performance evaluations should evolve as your business and the marketing landscape do. If your metrics are outdated, they won't accurately reflect the contributions of your team or the success of your campaigns. It's important to recognize that what was once a key performance indicator (KPI) may no longer hold the same weight.

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Stanley C. Nwajioha

I work with ecom brands, agencies and coaches on optimizing and scaling Meta Ads accounts | Facebook Ads Strategist | Performance Marketer | DM for consultation
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Here's a breakdown of key shortcomings to consider in performance evaluations: Alignment with company goals: Do the metrics directly support the company's overall objectives? Relevant metrics: Are you measuring the right things? Outdated metrics might not reflect current marketing priorities. Behaviour encouragement: Do the evaluations incentivize the desired behaviors and actions for success? Adaptability: Is the evaluation process flexible enough to adjust to changes in the industry or business landscape?

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Stanley C. Nwajioha

I work with ecom brands, agencies and coaches on optimizing and scaling Meta Ads accounts | Facebook Ads Strategist | Performance Marketer | DM for consultation
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Here's how to identify weaknesses in performance evaluations: Alignment with company goals: Do the metrics directly support achieving the company's overall objectives? Relevant metrics: Are the metrics actually measuring the right things for the specific roles and current marketing landscape? Encourages the right behaviour: Do the metrics incentivize the behaviors that lead to long-term success (e.g., creativity, innovation)? Outdated KPI's: Have key performance indicators become irrelevant due to industry changes or evolving marketing strategies?

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Usman Shams

Founder of Bizy Media | Google-Trained Digital Marketer
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Marketing evaluations need a check-up too! Are we measuring the right things to win today? Outdated metrics can't tell the real story. Let's identify what works, ditch what's stale, and ensure our evaluations empower marketing success!

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2 Consult Team

Once issues are identified, it's time to involve your marketing team in the conversation. Their input is invaluable as they are the ones on the front lines, executing strategies and understanding the nuances of what works and what doesn't. By incorporating their feedback, you not only gain fresh perspectives but also foster a sense of ownership and collaboration. This approach ensures that any changes to the performance evaluations are grounded in the reality of day-to-day marketing operations.

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Usman Shams

Founder of Bizy Media | Google-Trained Digital Marketer
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Marketing evaluations need a team huddle! Once we pinpoint issues, their insights are gold. They're the ones in the trenches, after all! By incorporating their feedback, we create evaluations that empower everyone to win!

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3 Update Metrics

Modern marketing is driven by data, so your performance evaluations should focus on metrics that matter. Shift away from vanity metrics that don't correlate with business objectives to actionable insights that do. For instance, instead of just tracking likes or shares, focus on conversion rates, customer acquisition costs, or customer lifetime value. These updated metrics will provide a clearer picture of how marketing efforts are contributing to the company's bottom line.

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Usman Shams

Founder of Bizy Media | Google-Trained Digital Marketer
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Marketing evaluations need a metric makeover! Ditch the "like" parade and focus on what drives business. Conversion rates, customer costs, lifetime value - these are the real rockstars! Updated metrics = a clearer picture of marketing's impact on the bottom line.

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4 Implement Tools

To accurately measure the new metrics, you may need to implement new tools or technologies. These tools can automate data collection and analysis, providing real-time feedback and more comprehensive reports. They can track customer interactions across multiple channels and attribute conversions correctly, giving a more complete understanding of marketing effectiveness. Remember, the goal is to make the evaluation process more efficient and insightful, not more cumbersome.

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Usman Shams

Founder of Bizy Media | Google-Trained Digital Marketer
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Marketing evaluations need a tech upgrade! New tools can automate data collection and track customer journeys across channels. Conversion rates, anyone? This gives us a clearer picture of marketing's impact, without adding busywork!

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5 Training Sessions

With new metrics and tools in place, it's essential to train your marketing team to use them effectively. Training sessions should cover not only how to use the new tools but also why the new metrics are important. This step ensures everyone understands how their work contributes to the overall success of the company and how it will be evaluated. Well-trained employees are more likely to embrace changes and use them to their full potential.

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6 Continuous Review

Finally, remember that performance evaluations should never be static. Regularly review and adjust them to ensure they remain relevant. This includes staying informed about industry trends, listening to employee feedback, and being open to iteration. By continuously refining your evaluation process, you ensure that it grows with your team and your business, maintaining its effectiveness as a tool for motivation, measurement, and improvement.

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Usman Shams

Founder of Bizy Media | Google-Trained Digital Marketer
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Revamped marketing evaluations? Train the team! Understanding the "why" behind new metrics and tools is key. Training empowers everyone to see how their work drives success (and how it's measured!). A well-trained team is a winning team!

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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What do you do if your marketing team's performance evaluations are outdated?

1

2

3

4

5

6

7

1 Recognize Issues

2 Consult Team

3 Update Metrics

4 Implement Tools

5 Training Sessions

6 Continuous Review

7 Here’s what else to consider

Marketing

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What do you do if your marketing team's performance evaluations are outdated?

1

2

3

4

5

6

7

1 Recognize Issues

2 Consult Team

3 Update Metrics

4 Implement Tools

5 Training Sessions

6 Continuous Review

7 Here’s what else to consider

Marketing

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