Tag Archive for: leadership

It’s 2020 Planning Time

/in , , , ,

We are only 3 ½ months away from the start of 2020.  If your planning cycle follows the calendar year, that means that you have 97 days until you will start implementing your plan.  Whether or not that seems like plenty of time or that creates a state of panic for you depends entirely on your business.  A good rule of thumb is to plan 12 months out.  That means you are planning your fall and holiday plans for 2020 right now.

If you start your conversation early, you might experience some people on the team asking why that is necessary.  That might seem surprising to some but there is definitely a point of view that getting too far out is not a good thing.  Three of the most common reasons for pushback on starting the planning process that I’ve experienced are (1) the business environment could change, (2) we should wait for new leadership to share their agenda, and (3) we need to stay nimble to react to our competition.  Sure, those are all valid scenarios but exactly the reason why it is important to have a plan.  One of the most critical components to the planning process is assessing the business environment and the competition.  What better time to get alignment around the factors impacting the business and where the competition stands?  And, if new leadership comes in, do you want to be prepared with talking points about the plan or wait around to see what they tell you to do?

To stay out ahead of things, below are a few factors to consider about timing to get started.  These are areas where I have seen teams get tripped up because they have not built in enough time.

 

Alignment

Is this the first time your organization has been through the planning process or is there a plan in place that everyone is aligned to?  If it is the latter, then maybe you can move more quickly through the process.  If it is the former, ensure that there is ample time for discussion.  How many layers are in your organization?  Is your company one where leadership is in the room for the discussions or where polished solutions are presented to leadership for reaction?  Each step in the process may require multiple discussions to gain alignment.  You may have to go back to the drawing board altogether in fact.  Where possible, I recommend involving the highest levels of leadership in the planning process. Set a timeline with clear milestone deliverables and approvals.  A lot of unnecessary work will occur later if decisions are not fully aligned across all levels of the organization. Try something like:

    1. Do discovery/landscape assessment to align on the SITUATION
    2. Set clear OBJECTIVES with leadership
    3. Agree on a TIMELINE and key MILESTONES

 

Ideation Time

Don’t sell your plans short by not dedicating the appropriate amount of ideation time.  This is the part where teams can come together to brainstorm.  This is usually one of the parts of the process that is the most fun and where you can really get some good cross-collaboration to happen.  When teams across the organization are involved, not only do better ideas come forward but you bring awareness and hopefully support to the process as well.  I have found that factoring in multiple rounds of ideation works well.  Perhaps you ideate with different people on different areas of the plan.  Or maybe you work in a larger group to get ideas out but then work with a smaller team to refine.  Try it a few different ways and see what works best.  For example:

    1. Identify GROWTH Platforms (aligned with your objectives)
    2. Host a BRAINSTORM to develop ideas (go for quantity)
    3. Develop a PLAN for the top ideas (barriers, opportunities, resource requirements, etc.)
    4. Consider CONTINGENCY plans so you have options if you need to make adjustments

 

Validation Time

Think about how best to get customer feedback on your plan and ideas. What level of rigor is needed in your organization for testing? Do tests require a formal read-out and how long does it take to compile the testing data?  If the test is not successful, consider whether or not you will need to retest.  How comfortable will the organization be locking in on a plan when there are untested concepts?  Sometimes getting some preliminary feedback done for a quick gauge on a concept or an idea could be helpful.  Even something simple like Survey Monkey or Google Survey could be helpful.  An important input into the planning process is the results of past testing.  Being familiar with what has worked or not worked in the past can be helpful in developing future strategies.

    1. Set benchmarks for success
    2. Select test parameters (audience, questions, method of execution)
    3. Analyze and report out results
    4. Make adjustments to plan based on learning

 

Bring It All Together

Is now the time to get started on your plan?  A great place to start is building out a timeline of key dates and backing into a process that will work.  This approach will also rally your team around the process and gain the support and focus that successful planning requires.  Develop a calendar of activity based on the needs of your business and the ideas you have generated. Monitor success and prepare your contingency options so you can adjust based on performance. If you are looking for some thoughts on getting started on your plan, check out our prior blog post on the 5-Legged Journey to Marketing Magic.

Danielle Vona
danielle.vona@themarketingposse.com

Will You Be My Mentor?

/in ,

‘Tis the season of giving…and giving back. One of my favorite ways to give back in business is through mentorship. Not only does it feel inspiring to help others, but it is a learning and development opportunity for both the mentor and the mentee. Over and over, you will hear that the mentors get as much out of these relationships as the mentee. So, how do you find a mentor? And once you find one, then what do you do to maximize the relationship?

FINDING MY MENTOR(S)

Some say it seems more difficult for women to find mentors and sponsors, but it really can be tricky for anyone. I’ve found that the strongest “mentoring” relationships are simply based on real and reciprocal relationships.

The naturally formed and long-lasting relationships with former managers, partners, and co-workers have been the cornerstone for me. These people are all mentors though they may not have the formal title. In my career, they have served as sounding boards– whether it’s getting an objective opinion about how to handle a political situation, a difficult leadership problem, or even starting my own business. There are a variety of people that I’ve turned to for advice. And a mentor is exactly that. It’s someone who has experience and talent that you would benefit from. There isn’t a one-size-fits-all mentor – different people can serve different career needs. And just like there isn’t a cookie cutter mentor, mentors don’t need to be senior level VIP’s, they just need to be people whose expertise, experience and advice you respect and trust. I often canvas a wide group to get advice, then mull over their respective opinions to form my own. There’s “give and take” in these relationships. A few months ago, I was approached by someone I consider a mentor to me. He wanted my opinion regarding consulting and going out on his own. It was awesome to be able to provide insight to someone who has provided so much guidance to me.

If you are just starting your career or just looking for a good mentor or two as you grow and develop, here are a few thoughts on how to find them.

  • WORK – At the Office: Look within your own organization, particularly for those individuals who are in different disciplines. These people can often provide the most objective advice since they’re removed from your function. Some of the best career guidance I’ve gotten as a marketing person was from a senior level person in IT.
  • HOME – Family and Friends: Find mentors in unexpected places, like family and friends where you may already have relationships that you haven’t thought to leverage. These people are more than happy to help you and share their wisdom.
  • EVENTS – Network: Attend alumni or professional events and see if there are natural relationships to be developed.  Networking is a great way to explore a variety of people who you may “click” with. Finding a mentor through networking may take some time and planning, but you can make it a goal. For help networking, see our November Blog here.
  • LOOK FOR – I Wannabe You: Target someone with traits or talents you would like to emulate. It doesn’t have to be your specific job. You might want to learn from a mentor who is a brilliant communicator or who does an amazing job managing people. Think about what kind of leader you want to be and find people with those attributes to help mentor you.

Now that you have identified a mentor, how do you go about getting their advice and building a meaningful relationship?

MAKING THE MOST OF MY MENTOR(S)

I have found most of the best practices to be about two things. First, it is about communication, and second, it is about committing to the process and what you want to get out of it. As the mentee, you need to take responsibility for driving the relationship. Here are 4 great ways for you as the mentee to take charge!

  • FIRST, Ask for What You Want – Whether it is “will you be my mentor?” or would you be willing to give me some advice on “x” …you simply have to ask. You might be surprised how open people will be (and often flattered). If you are asking them to be your mentor and you don’t know them well, put some thought into what you need from them. What are you really asking for? For example, you might need an hour of their time once a month where you share challenges and get their perspective. This makes it easy for a potential mentor to say, “yes, I can do that”.  Help them help you.
  • SECOND, Have and Share Goals – Make sure you know what you want to get from the relationship and don’t be shy about sharing that in your very first meeting. You might say something like, “what I appreciate about you is…”, “so I hope that when we are together, I can get your thoughts on…or I can learn…”. This not only helps the mentor understand your expectations, but it is also likely to have them thinking about you when you are not around, so they are ready to share relevant information and insight with you.
  • THIRD, Reinforce the Value – It’s a good best practice to let the mentor know that they are helpful and that their time is and has been valuable to you. You can certainly do that by simply telling them, but it has a lot more impact if you can do this through examples. “I took your advice on x and here is what happened.” Reinforcing you are listening, taking action and looking at results is the most meaningful way to tell them their advice is valuable.
  • LAST BUT NOT LEAST, Show You Care – Get the basics right. These relationships are important, and these people are spending precious time with you. Don’t be late or cancel meetings. You may want to debate an issue with a mentor, which can be great, but you don’t want to argue with their perspective. If you don’t agree, that is okay, but it should never lessen their perspective. And, of course, always say thank you and be gracious.

At The Marketing Posse, we know how important talent development is, which is why we provide strategic guidance and mentorship to enhance and optimize your marketing team.  We offer:

  • One-to-one or small group mentoring sessions to provide leadership relative to real-time issues and initiatives.
  • Team building for your talented and motivated individuals through customized development programs.
  • Development and facilitation of training workshops on branding, marketing, leadership, etc. based on the needs of your group.

Contact me to continue the conversation.

Cheers!

Danielle Vona
danielle.vona@themarketingposse.com

The Art of Networking (Part 2)

/in , , , ,

In The Art of Networking – Part 1, we talked about how important networking is and gave you a few tips and best practices. Now in Part 2, we want to talk about how to network. Imagine you are at an event, you are by yourself, not that comfortable chatting people up; what to do…help, please??!!  Some people are really good at this. It’s second nature to them while others have to work a little harder. Whether it is in your DNA or not, these four steps can exponentially help you to be more effective at networking.

1. FIRST STEP IS TO SET GOALS FOR YOURSELF – Why am I networking and how do I measure success?

You might be networking because you love people and want to build a reputation for yourself as a connector. Or you might be networking because you are trying to generate leads for your business. Or you might be networking because you are trying to gain support for a cause you are passionate about. Take a few minutes before the event or networking opportunity to really think about this and set some goals for yourself. Don’t pick too many things or try to do too much. Keep it focused and manageable. You may want to simply meet 3 people you can add to your newsletter distribution. Here is an even better example. Let’s assume I am going to a women’s leadership conference. I might set myself a goal to meet 5 people that are business owners or decision makers in their company. This is nice and specific, but it’s also attainable and doesn’t stress me out. For an event like this, I might even be able to get a list of attendees in advance and target specific people I want to meet.

2. BE A CONVERSATION STARTER– How do I find the right people and what do I say?

The key to getting the conversation going is to engage and ask questions. You may be one of those people who can’t wait to get to the event and start meeting people, but lots of people are not really comfortable with it. You can take away some of that anxiety by having a plan. Let’s imagine I am at that same conference, and I just walked into the General Session. I don’t know anyone. I feel a little disoriented, but I have arrived a little early so I have plenty of time to get acclimated and get the lay of the land.  First, I am going to claim a seat. There is no assigned seating, so I am going to select a table towards the middle closer to the front, but not “in front”. People that are “less comfortable” are likely to sit in the back or people that may want to leave or be in and out sit in the back. Picking a seat closer to the front is likely to have people that are more engaged in the event.  Second, I am going to introduce myself to the people at the table right away…it always seems a little awkward if you wait, but if you do it right away, it breaks the ice and sets the tone.

Now you are sitting next to someone…what do you say and how do you engage in conversation? Don’t be a conversation stopper. Have you met people like this? They give one word answers “yes, no, sometimes”…full stop. Your goal is to invite conversation, so the key is to ask questions and be curious. Keep it about them and get them to do the talking. You can start with something simple, but keep it interesting. Don’t ask them what they do…boring. Get to know them as people first. Ask questions that might be relevant and give you an opportunity to connect. Write out a few things in advance that might be good, relevant conversation starters. For example, I might mention that I’m taking my daughter to college for the first time.  Ask questions about them that helps you find some common ground to relate to (i.e. do you have kids? Favorite things to do on the weekend? etc.). Once you get them talking you can get back around to business. To keep them engaged in the business conversation, a few favorite phrases that work well for me have been things like: that’s interesting, how exactly does that work? Or how did you get started in your role/industry? Or I am not that familiar, what are some of the biggest issues you face?  Get them to tell you more about what they do or their processes with genuine curiosity.

Don’t ask questions in a way that makes people feel like they are taking a quiz. Ask questions that invite conversation and shows your interest. Instead of “Who is your target market?” you might say, “Is there a target market that works best for you?” Most importantly, keep the conversation focused on them and what you can do for them not for your business…just for them. Think about anyone you can connect them with or resources you can suggest. They will remember you more for being helpful than for trying to sell them something. And if they are not part of your goal, that’s okay. They may know someone who is. Make them a connection and add them to your network…then move on. If you feel like you have spent a lot of time and they are not part of your goal, it may be time for a cup of Joe. You can step away and meet someone new.

3. JUST BE REAL – Is all this planning too contrived and salesy?

Having a plan will help build your confidence and help you measure the effectiveness of your time and efforts. Your time is an investment and you want to spend it wisely. So, NO, it’s only salesy if you approach it that way. At the end of the day, we are all just people and networking is about connecting and building relationships. Your conversation starters should be real things about your life, your likes and your passions. All of the planning tactics (goal setting and prepared conversation starters) are just ways to smoothly transition into a networking setting. Being prepared will allow you to relax and engage in real conversation. Think about this – the person you are talking with is probably there for the same reason you are – to make a connection.  When you are yourself, you are making it easier for everyone to have a great conversation.  Be real, genuine and authentic.  When you are talking with them, be focused on what they are saying and be a good listener.  Spend 20% of your time talking and 80% of your time listening…the golden 80/20 rule.

4. DON’T FORGET TO FOLLOW UP – How do I stay connected to the people I meet?

Connecting back with people you have met is the most critical step in the process. It’s a habit you want to create that will be worth it – I promise. It can be overwhelming to feel like you have added more “work” for yourself, so keep it simple. This isn’t like the old dating adage “Give it a few days so you don’t look too anxious.” Follow up right away, the next day if possible. It makes people feel important and that connecting with them was meaningful to you.

As you meet people, you will find interesting ways to reconnect or follow up. You can simply send an email that says “It was great to meet you and I look forward to staying connected”. Then be sure to connect with them on LinkedIn and other social channels where relevant.  It reinforces that you want to stay connected. You can also find more personal ways to connect like “I will send you a few restaurants I love in that town”…then make sure you follow up. I like to put it in my phone right as I am talking to the person, so I don’t forget. It also shows my commitment and reminds me to follow up. Other people might make notes on the back of business cards or right after the event. Whatever your process is, make sure to follow up. Real connections aren’t made in just one conversation. They are made by building relationships over time.

At The Marketing Posse, we know about the power of connections and hope that these tips will help you engage in meaningful and productive conversations at your next event.  Let us know how it goes at your next networking opportunity or let us know if we can help expand your network!

Cheers!

Danielle Vona

danielle@themarketingposse.com

The Art of Networking (Part 1)

/in , , ,

Fall not only kick starts back to school for the kids but also marks the start of a renewed calendar of events from businesses and organizations. From happy hours to speaker series to galas, these are all opportunities for networking and meeting new people.

For me, the meaning of networking has evolved significantly throughout my career.  Early in my professional life, I didn’t network at all.  As LinkedIn become more prevalent, I was keeping in touch with many of my colleagues, but not actively or consciously focused on cultivating my network.  It wasn’t until I left my role at Sonic and was actively looking for a job for the first time that I really felt the importance of networking. Although unintentional but lucky, I had been amassing an amazing network over the years.  In fact, an enormous part of my current network is people I met or worked with during my time at Pepsi…and many of them have gone on to do other great things.  Now that I have launched The Marketing Posse, my network is key to my business.  The people that know me and have worked with me are the ones most likely to hire us.  I landed my first large project with Clear Channel Outdoor as Interim CMO as a direct result of someone in my network; thank you, Matt!

Networking sometimes has a bad rap with the connotation of being superficial and a lot of “work.”  In reality, it is the simple process of building relationships which is critical to growing any business.  No man/woman is an island – and networking helps you not only get business but identify the right resources who can help you once you get the business.

I cannot over-emphasize the importance of networking, but how do you get started?  Here are some tips that will lead to networking success throughout your career:

  1. Take time to keep in touch with people and nurture it – your network is a result of what you make of it…these are YOUR people.
  2. Don’t assume anything, you never know when you may need someone’s help or they may need yours! Networking is not a one-way street.  The strongest relationships are the ones that are mutually beneficial.
  3. Stay current – LinkedIn is a really efficient way to stay in touch, so make sure your profile is up to date. Congratulating you on an anniversary for a job you are no longer in is a bummer.
  4. Always answer comments/emails/phone calls…always. No one likes to be blown off and they are reaching out, so reach back.
  5. Ask for help – most everyone wants to be supportive – take advantage of that and don’t be afraid to speak up when you need a recommendation or introductions.

At The Marketing Posse, we know how important connecting with the right people is. We thank our current network who has helped get our business where it is and our future network for helping us take it to the next level.  We also offer workshops and training programs that are a great platform for networking and meeting new people.  Come join us and expand your network! There is never a downside to meeting new people. Look out for Part 2 of this blog which will get down to the nitty gritty of “how to network”.

Cheers!

Danielle Vona

danielle@themarketingposse.com

 

You’re in “Safe Hands”

/in

After an amazing career with multiple Fortune 500 companies and brands, it was time to start something new! The idea for The Marketing Posse was developed from the needs I had in my previous CMO roles. You know that feeling you get when you have someone great on your team. The sense that the work is in “safe hands” and the knowledge that, whatever the projects, they will be done well. That is our mission at The Marketing Posse, to be that great team member that makes you look good, while you rest assured that your projects are in safe hands.

The Posse is a collection of talented individuals with diverse business and marketing skills. The Posse operates as a marketing services organization rather than your everyday consult. We act as an extension of your marketing department to help with strategic business planning, brand positioning, marketing solutions, talent development, and any other short or long-term marketing resource you may need.  The Marketing Posse provides:

  • Access to senior level talent when you need it (yes, you can rent a CMO);
  • Flexibility to staff each project with the level of talent it requires;
  • Customized scopes to develop and execute plans your budget can afford;
  • Marketing resources or extensions of your team to manage agencies, lead processes, and help direct overall communication;
  • Facilitation of strategic brand or business planning and development;
  • Development and inspiration for innovation that drives growth; and
  • Marketing and leadership training and mentoring.

We can help support your team with consistent leadership and guidance without the big expense of full-time positions. What are the things you can’t get to because the day-to-day business takes up all your time?  That is where we can help.

Our first year has been amazing thanks to some great organizations like Clear Channel Outdoor, Mighty Leaf Tea, Time Inc. and Benihana.  We are excited about the new year and look forward to helping you rest assured that your work is in safe hands.

To learn more, contact:

Danielle Vona
danielle@themarketingposse.com

Big dreams need bold action. If you’re ready to elevate your brand and partner with a team that’s all in, we want to hear from you. Let’s connect and see what we can create together.

Connect

By submitting this form, you are consenting to receive marketing emails from: The Marketing Posse, 2243 Steven Street, Clearwater, FL, 33759, themarketingposse.com. You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email. Emails are serviced by Constant Contact
We’re always creating, connecting, and making things happen. Let’s stay connected. Join us and unlock the possebilities.

Swing By

685 Main St, Ste C
Safety Harbor, FL 34695 USA

crew@themarketingposse.com
+1 (727) 755-6780

Be Social

Read us at:

Big dreams need bold action. If you’re ready to elevate your brand and partner with a team that’s all in, we want to hear from you. Let’s connect and see what we can create together.

Connect

By submitting this form, you are consenting to receive marketing emails from: The Marketing Posse, 2243 Steven Street, Clearwater, FL, 33759, themarketingposse.com. You can revoke your consent to receive emails at any time by using the SafeUnsubscribe® link, found at the bottom of every email. Emails are serviced by Constant Contact
We’re always creating, connecting, and making things happen. Let’s stay connected. Join us and unlock the possebilities.

Swing By

685 Main St, Ste C
Safety Harbor, FL 34695 USA

crew@themarketingposse.com
+1 (727) 755-6780

Be Social

You can always find us playing on:

Read us at: