Marketing Campaigns: Dig deep to replicate your successes (and learn from your failures) with marketing and sales enablement case studies
Sales were up 80% in 2011! Congratulations!
Except, well, now you have to repeat that feat in 2012 (or at least hold the line). So, how exactly did you lift sales?
Not only that, but your team is 80% bigger this year, and many of them weren’t even working with you when you initiated many of the changes that got you the big success in the first place (nice hypothetical problem to have, right?). Still, it begs the question …
How do your replicate your success?
Or how do you avoid making the same mistakes? Well, first you have to discover why you succeeded and failed. And then you need to spread that new business intelligence throughout your team and your organization.
I recommend forensic reporting. That’s a term I like to use to explain what our reporters do here at MarketingSherpa, and how we write the case studies that appear in our free marketing newsletters. (While our case studies are meant for external consumption, this is something I used to do internally as well for companies like IBM and BEA Systems to spread effective tactics inside the company, so I can see how the same principles apply.)
First, you have to understand these case studies don’t just exist somewhere. Marketers and teams go about their jobs and do various things. From these actions, they bring about successes or failures. But the reasons why and how they did it, which is the case study, is never prepackaged.
As the name “forensics reporting” connotes, you have to investigate and dig pretty deep, because often the entire picture of what led to the success or failure isn’t even immediately obvious to the people that helped make it happen.
Here’s a very simplified, six-step process to get your started …