Outputs vs outcomes
A small reposition semantically, but a significant one commercially.
Outputs are easy to measure: posts published, campaigns launched, content created, hours logged. It feels progressive because they're visible and they're something.
Outcomes are harder to achieve but far more useful: reaching the right leads, conversations that would never have happened, perceptions that shifted, having an influence on project, or a more predictable pipeline.
None of us can afford to spend on busy activity that doesn't move things forward operationally or commercially.
Focusing on outputs
If you’re constantly looking at what you’ve achieved/ing, and not what you’re aiming for, then there is no time for strategy.
The problem is that most marketing starts with, or is easier to deal with, talking about outputs.
"We'll do three posts a week."
"We'll run a campaign."
"We'll refresh your brand."
Meanwhile the *right* questions to ask could be more like:
"Will this help us win more of the right customers?"
"Will this build trust faster?"
"Will this increase conversations with the right stakeholders in our worlds?"
Ask the right questions, first.
Outcome > outputs
These are outcome-focused questions.
If you find you're only having conversations about systematic deliverables than strategic decisions, then let's have a chat.