Measurable goals
Every goal in the plan has a starting point (calculated from the data), a target and a deadline. They are few and clear, so everyone knows what we are trying to achieve.
The monthly report
- It compares results with the goal for the period and with the cumulative goal since the start of the plan.
- It highlights what is going better or worse than expected and what the possible causes are.
- It sets out the next steps: what we keep, what we adjust, what we try.
Variances are information
A figure below target is not a judgement: it tells us where to look. Goals that build up over time follow the previous year’s seasonality, so that a naturally weak month is not treated as a problem.
What we need from you
Access to data, replies to approval requests, feedback on reports and initiatives. The more the work is shared, the faster things improve.
An example: the March report
The plan forecast 100 enquiries in March, and 85 came in (−15%). The report shows the drop is concentrated in traffic from Facebook, where the campaign was paused for a week. Next step: reactivate it and check at the end of the month.
