Tuesday, October 26, 2010

What Do The Texas Rangers Know About Success That You Don't?

The Texas Rangers are in The World Series this year for the first time in team history.

How did they do it?

There's no one reason. You need superior coaching, pitching, fielding, running, and hitting to make it this far.

But I found something the Rangers are doing that not only helped them reach The Series, but can help improve your business, too.

It's this: They defined a key success metric and try to achieve it every game.

What does this have to do with your business?

First, take a look at the photos below, which I had smuggled out of the Rangers' clubhouse last week (don't ask how :-)

The Texas Rangers figure -- rightly -- that you can't improve what you don't measure. So they devised 8 ways to measure what a "Positive Team At Bat" is, including a hit, base-on-balls (BB), hit-by-pitch or catcher's interference (HBP / C. Int) and so on ...

... and their goal is to have 17 "Positive Team At Bats" every game. They figure that reaching this threshold gives them a chance to win every game. So far this season, their system has worked out well.

Now, two things for you:

1) What is the key success metric for your marketing efforts?

Ideally, it's something you have total control over, such as what you do at the plate in baseball. Examples:
  • Calls made to clients and/or prospects
  • Handwritten thank-you notes mailed to clients
  • Pay-per-click ads created or tested in Google Adwords

Whatever it is, you must find at least one way to measure success in your marketing. Otherwise, you're flying blind.

2) What is your daily goal or quota?

Again, you can't improve what you don't measure, so be sure to pick a number -- any number is better than none -- and aim for it.

Analyze your results every day and every week. Do more of what's working, less of what's not. And, sooner than you expect, you may find your business is in the Big Leagues.

This is another example of "Inside Marketing" -- improving your marketing from the inside, by making a few changes to what you're already doing.

(Kevin M. Donlin is author of the Special Report, Guaranteed Marketing for Service Business Owners.)

1 comment:

  1. Wow, I never knew the Rangers actually properly measured metrics like that. What a revolutionary idea for sports!

    As for practical uses in the business world, I've actually read some businesses don't create business plans and formulate goals. That's always puzzled me because although it can be a pain in the butt to actually think about that sort of thing because you just want to go out there and just do it, it helps to focus your energy on trying to reach that goal.