Prioritize the Team's Ideas
All right, so let's talk about prioritization. 'Cause hopefully we've come up with this crazy list and hopefully it's a list that is ever-growing. And again, I'm gonna show you in just a second how we do that, but we are going to need to come together at certain times and prioritize. We're gonna need to decide, all right, we've done some focus, some analysis, the brainstorming has happened, what are we gonna do, right, what are we gonna do? And what we use, and this is not anything particularly new, but it's an ICE score, right ICE, so we're gonna look at impact. So what is the impact of this particular test? How impactful do we believe it'll be? Is it a needle mover? It's one of the terms that we'll use. If this works, are we gonna be really high-fiving and celebrating? Or if it works, we're gonna be like, yay, right? What's the impact of this particular test? Confidence. How confident are we that we're gonna be able to achieve a result? Is is something that we've done before? When we...
said, okay, we know that it was really, really effective to change up our mobile keyboard and have that little at symbol. We saw the gain that we have. We were really confident that was gonna work if we rolled it out to the order form. We were equally confident that it was gonna work when we switched to a numeric keyboard when somebody went to the credit card field. We're incredibly confident, why? Because we had done it before. We were reasonably confident when we tested the invitation request offer at the top of the digital marketer home page that it would work. We hadn't done it before, but we'd seen lots of people in lots of markets that had nothing to do with ours make it work. So confidence usually has a lot to do with experience. Right, experience. And then finally, ease. How easy is it to pull this off? Do we have all the resources in place? Is it gonna be pretty quick to build out the test? Is that process gonna be relatively quick? Or is this gonna take some doing? What's the ease? Impact, confidence, and ease. Those are the filters that we're gonna run things through. Now, I don't necessarily have a problem with something that's a little bit hard if it's a high impact, right? I don't necessarily have a problem with it, but if it's not so impactful, and then really, really, really difficult, then meh. So we're looking at ease and all these things and we're marking 'em on a scale of one to 10. On a scale of one to and then we're gonna take an average. And in this case, high impact is a 10, high ease is a 10. So don't say, oh, it's really hard, it's a 10. Okay, no, no. If it's hard, it's a one, all right? You're gonna completely throw off your scale if you do that. So high impact, 10. Highly confident, yep, we've done this before a thousand times, it's a 10. You know, we've never done this before and neither has anybody else, why are we even trying this? That's probably about a one. And then ease, this is a piece of cake. One person can do it and go knock it out right now. Headline tests, those kind of things, may be a 10. We need to completely rebuild our entire database structure if we wanna try this thing out, probably more of a one. So, we run all of the ideas through this test. And let's say again we're gonna focus on, so if we're doing like acquisition, we'd say, let's test some new homepage opt-in copy. What do you think? And we asked the team, what do you think? All right, impact, scale of one to 10. Could be pretty big, maybe that's a nine. Okay, what about confidence? How confident are we that if we do this, we're gonna get a bump? You know, 10, we should be able to come up with something 'cause right now it's terrible, okay. And how easy is it? A piece of cake, another 10, right? So maybe that one comes in at like a 9.7, something like that. All right, I heard somebody else say that we should do a podcast, okay? What's the impact of this? We don't know. All right, so what are we thinking? How confident are we? Argh, how easy is it? Tough. The other thing that you're looking at with ease is how long is it going to take to know if you have a positive result? I mean, so when it comes time for a podcast, you got to do that for, and I'm not knocking podcasts by the way, but I mean, you're kinda in it to win it for 12 months before you can see if it really moved the needle. You're not gonna know after a month or so. So ease isn't just the difficulty of building and setting up the tests. It also gets into the duration of the test period to get a significant result. So maybe that one came in at a 4.3. Now, here's the biggie. All right, this is why this scoring is so important. When you do this scoring, you remove subjectivity. You remove feelings. You remove the, oh, they just don't like me. It's a, hey, we're crazy if we don't do this one before this one. Does everybody agree with that? I'm not saying this is a bad idea, but we might need to back-burner it for just a little bit. Or, hey, we don't really know about this, but we're all kind of excited, it's a bit of a pet project. So I'll tell you what we're gonna do. When we knock out this one, this one, and this one, we'll do that one next. Okay? So you can begin to establish some context with your team. You can almost use some of the other ideas as bargaining chips to do the pet projects that other people wanna do, right? It's something that we've done before. Like all right, if we complete these tests and if they go well, then yeah, let's give this one a go. I know we all wanna try it, right? The point is it removes the subjectivity. Now, white-boarding this stuff out is great. It's a good place to get started, but it doesn't scale very well.
It's a fact of life in the world of business: Sales and marketing teams just don't get along. But in order for a company to be successful, it's imperative to find a way for all parties to work together toward a single, overarching goal.
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