We’re all saying it (as we do every year): “This year is going by so fast.” “I can’t believe we’re halfway through the year.” “Before you know it, we’ll be packing ourselves into parkas again.”
So, you’ve just zoomed through the first six months of 2017, which started with clearly defined goals and direction for your organization’s revenue, products, projects and communications. Now that we’ve hit the mid-year point, do you know how you are tracking with those previously set objectives that you were so enthusiastic about (what seems like) just a few months ago?
It’s easy to get caught up in the whirlwind of everyday activities with your head down focused on the tactics of the day/week/month. That’s why we encourage clients to take a breath in the middle of the year to look up and take inventory.
Have you met your goals to date? Has anything changed? Has everything changed? Is there a new opportunity for growth? Is there a potentially devastating threat to your organization’s progress?
From a marketing perspective, how are you measuring your results? What can be adapted or revised to make the next six months as strong or even stronger than where you began?
We coordinate mid-year, big-picture check-ins with our clients to encourage the conversation and determine what has changed and how/if it impacts marketing and business goals. You can and should do the same within your company. Force a transparent discussion about where your weakest and strongest outcomes lay for the last six months of the year. Plan a strategy that leans into the strongest opportunities and determine how to handle the weakest (e.g. disband a program or put more resources toward it).
Remember, at this point, it’s difficult to fully judge what has happened in the first half of the year, but there does need to be a clear and honest reality check to make up for any lost ground or enhance year-end goals.
For those of you for whom a fiscal year starts in July, welcome to a clean slate with plenty of possibilities, a new budget and optimistic dreams to ensure the year ahead is even better than the last. Schedule a mid-year session now for January to review your first six months and develop a plan to finish your fiscal year strong.
-Rebecca Epperson, President