As a marketer, you may be running a Web site, consuming Web analytic data, sending out and tracking marketing emails, or performing search engine optimization. That's been true for quite a while. But now, your most innovative ideas could also require you to build an iPhone or Android app, start a customer community, manage a Facebook page, launch a viral video, or understand, monitor, and respond to tweets. You may find yourself generating leads or even revenue, managing technical contractors, or generating insights that lead to new product ideas.
Given this complex mix of marketing and technology, it's not unusual for marketers with creative ideas to get in over their heads.
The key question to ask yourself is, "Is what I am doing worth it?" And that question breaks down into two parts, effort and value:
- Effort. How much will this cost? How long will it take? Will I have to get approvals from PR, legal, or accounting? How many people will be involved?
- Value. How will we measure the value of this effort? Will it boost the brand, generate leads, or create a new revenue stream? Will it change the company's or product's reach?
Because we encounter so many marketers in this situation, we've created a little tool called the Effort-Value Evaluation (EVE, for short) to help you work through the questions involved in technology products and decide if the value is worth the effort. This comes from my new book, Empowered. In it, we tell people how to be HEROes (highly empowered and resourceful operatives) – that is, one of the creative people throughout organizations who use technology to reach out to customers. Empowered is also about managing HEROes. But the first step in being a HERO is to understand the size of the project you're undertaking, which is what the tool is about.
Go ahead -- try it out on a project you're considering. You may get a better understanding of just what you're in for.
|ABOUT THE AUTHOR|
Josh Bernoff is Senior Vice President, Idea Development at Forrester Research and the co-author of "Empowered: Unleash Your Employees, Energize Your Customers, and Transform Your Business," a management book that teaches you how to transform your business by empowering employees to solve customer problems. He blogs at blogs.forrester.com/groundswell.