In sales, it is important to plan and prepare. Those who are ready to present and close a deal usually beat those who are not. This system works well for salespeople because there are built in deadlines. If the meeting is Tuesday, you must be ready Tuesday. If the account renews Friday, your quote must be ready to go by Friday.
But in marketing, timelines are typically created internally and are set as “goals.” Meaning an organization hopes to be finished this week, but next week would be acceptable too. There is no deadline. This leaves ample time for all parties involved to review and refine the project – which is a positive, unless the cycles invested push your campaign out weeks, months, or even to infinity.
Failing to launch a campaign is not a solution. Eventually, the trigger must be pulled. Choosing the color of paint for the bedrooms cannot delay the pouring of the foundation – or the house will never be built. Make the goal a deadline. Plan and prepare as effectively as possible, then launch the campaign. Measure results, review and refine. Just make sure to begin.
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