EPISODE 47: THE MARKETING DASHBOARD

As mentioned last time, Li Yan's space gave Wang Sen endless inspiration, which is actually a pure theoretical abstraction.

Consider how a dashboard of a car , airplaine, or even a video game provides you with a lot of crucial information in real time and in a convenient format . so it should be with a marketing dashboard , which is a comprehensive system providing managers with up-to-the minute information necessary to run their operation including data on actual sales versus forecast , progress on marketing plan objectives, distribution channel effectiveness ,sales force productivity , brand equity evolution , and whatever metrics and information are uniquely relevant to the role of the marketing managers in a particular organization . clearly, a dashboard metaphor for this process of capturing , shaping , and improving marketing effectiveness and efficiency is a good one .

Think of dashboards in cars or airplanes, or even video games, these dashboards can give you key information when you need it or when you're in it, so a marketing dashboard is a comprehensive system that provides marketing managers with the necessary information to deal with various market behaviors, this information includes sales forecast data, sales process and market planning goals, effective distribution channels, market formation reasons and brand stock market fluctuations, Whether it's a metric scale or feedback information can be uniquely mapped to the hands of the marketing manager, and then a special team is formed to adapt to this market demand, it is clear that the dashboard is a metaphor for the source of the customer, the model of the market and the efficient flow of the market, and this efficiency is self-evident.

Hearing this, Bing'er interjected, "What is the relationship between your so-called dashboard and performance?" Wang Sen said, "This is a pure management problem, which is reflected in the effectiveness of execution. ”

Sun Jian said: "Yes, if the company says to give me advice, I will thank him, but I don't think so in my heart, sometimes I feel that there is nothing, and I have the urge to scold, ......"

Ah Shui said: "That's right! We eat together in the workplace, and the only purpose is to issue orders, but sometimes the company's big and small meetings, let me greet it, I steal and kidnap for the sake of the errand, I might as well do anything, just for the sake of the errand." ”

Bing'er responded: "No, I don't agree with it, we are doing a good job, that is, receiving a salary, and we can't infer this conclusion from the behavior of the workplace." ”

Wu Xiaodao: "Wang Sen, can you not summarize what this dashboard has to do with our performance!"

Wang Sen replied: "One of the factors of performance has a great relationship with execution, which involves the implementation of the team leader's plan, to sum up, a poor team, there are the following factors:

1. Confused, team members don't know what to do: employees can't grasp the key points of work and can't implement the formulated plan;

2. Without training, employees don't know how to do it, they don't have training for a specific occupation, they do what they think of, if this behavior is based on inspiration, then this behavior is far from the current strategy; If the behavior is based on ambiguity, then there is a lack of effective guidance;

3. Uncoordinated, Cao Di polemics, again and again, again and again, again and again, this enthusiasm is easily consumed;

4. The establishment of incentive mechanism, what effective factors drive employees to complete;

5. Efficient combat effect, evaluate whether the initiative of employees is compensated, whether the goals of a specific area are clear, and a reasonable guarantee mechanism to promote the progress of the business;

When Bing'er heard this, she said: "Wow, it's so complicated, making a fortune is not easy, if you need to do all the details well, I'd better be a good salesman, thinking so much, it hurts my brain." ”

Wu Xiao pondered for a while, "This sounds complicated at first glance, but to fully plan and implement, you need to do every detail, as a layman, I also find it a little difficult to understand, sometimes when I listen to you, I am very confused, but when you finish analyzing, I have a feeling of valuing the negative, naturally there is a sense of coolness, for me, I have 300,000, I put the money into the existing customer circle, with 20% of the gross profit to run each customer, and when the customer is ready, when the customer asks me for goods, I will concentrate on meeting the needs of customers, if I make a profit, I have enough people in my team, I will form a team, but maybe considering the fast-paced nature of our opponents, maybe there is a place to find an entry point into the market, anyway, I don't understand, I just saw this business opportunity, the money went in, ah, I earned, I just thought so much, if with the needs of customers, expand the entire profit model, I will borrow money from you to expand the scale of business. As for the loan between me and you, I haven't decided whether to let you buy shares or repay your interest, but now I'm going to take a step at a time. But when I'm in trouble, you have to help me, whether it's you Wang Sen, or Ah Shui, or Sun Jian, or Bing'er, I want to say to you, It's not easy to get to know you, I really want to fly with you, I'm unofficial and light now, My space is to find customers, If you don't dislike it, I'll support you in the back, You see, I registered a shell company, do you want to buy shares or lend me money? Those who have money contribute money, and those who have power to contribute, But the words are ahead, If you lose your investment, You can't turn your face, I don't have the money to pay it back, but I have a life!"

Everyone laughed and said, "Haha。。。。。。 ”

Sun Jian interjected, "Wang Sen, you just talked about the key point of execution, is there any way to solve this difficulty?"

Wang Sen continued, "Any management problem, It has a lot to do with the setting of goals, If we collect enough information about the pride project, we will be able to grasp the customer's trends, Bing'er, Go and query the data that Li Yan gave you, focus on figuring out the customer's purchase quantity, Technical indicators, Report to me, I'm going to the finance here for accounting, Sun Jian, you go and see the production scale of the factory, how much mass production is there every day; Ah Shui, you go and see what Wei Yi has in hand, and hand over the things in his hand to other technologies, Then implement the pattern of the project. ”

Wu Xiao asked, "What's my business?" You're going to give me a mission?"

Wang Sen said: "You are currently in my team, your weight is very heavy, my decision-making, Tong Ping's support to me, Bing'er and their feedback to me, you have to read it again to ensure that there are no mistakes in this link." ”

Wu Xiao let out a "hmm".

Wang Sen knew his situation, he fell out of love, he wanted to do something more to anesthetize himself, thinking: "This is the only good way to get rid of him, seeing that I have something, I want to share more things with me, if he is asked to do the contract, this detailed work, he is naturally competent; "I thought again," Wu Xiao is an old man, if he is asked to deal with the data handed over by Li Yan and Bing'er, he will be more sure, "Thinking of this, he had a flash of inspiration and said, "You and Bing'er go to read the email they communicated!" Wu Xiao's face was happy, and he said: "Okay, Bing'er, we're fighting together. ”

Sun Jian said: "I'm very empty, do you have any other work for me?" Wang Sen said: "You go to the personnel to draw up a contract, all the people who participate in this campaign must give bonuses on the basis of profits, how to give bonuses, you discuss with personnel, come and negotiate together." ”

Ah Shui said: "I'm also free, find me some work." ”

Wang Sen: "Don't underestimate the work of the technical department, you have to convert the things of the technical department into English, and then make it into a PPT format for display, this is a big problem, you should do a good job of this PPT." ”

After Wang Sen finished speaking, you guys are busy first, I have something to do, go to me to eat hot pot at night, turned his head to Bing'er and said, "Buy more food tonight, I'll bring 2 people to eat." ”

After speaking, he hurriedly left, and Sun Jian shouted from behind, "Who are you going to take?"

Wang Sen replied, "You'll know at night." ”

To find out who Wang Sen wants to bring to dinner, please see the next "The Most Personal Form of Communication"