SMART I pants

SMART is one of the most common mnemonic one hears in relation with Targets and KPI's. I think for marketeer's sometimes we should make it SMARTI

Specific
Measurable
Achievable
Realistic
Time Constraint
& In your Control

With so many organizations having complex matrix organizations , multiple indirect reporting lines and virtual leadership control over your KPI's or targets becomes a key factor of success. Make sure that the buck stops with someone and not with a committee cos then you never end up achieving the desired results. Remember SMARTI pants

Always think from the customers perspective

I was trying to make a presentation for my company which is used to seeing and making only technical presentations on how good the features of the product are. I needed to make it interesting in a non technical sort of way. I was struggling with it for atleast a couple of weeks (I think i have spent too long a time among the pure technology/features thinkers) and realized i needed to simply go back to the basics...Why would my customer want it and for what reason....I know this seems like Rule no 1 in Marketing 101 but it helps to keep remembering it once in a while.

Customer buys you for his needs not for your features. Match the features satsifying those needs and you have him. Simple and yet lost so many times...