Be broadly goal oriented: With ever-increasing access to data it’s easy for marketing teams to over focus on one metric at the expense of bigger wins. We’re all susceptible to bias towards a metric we can easily improve. Sometimes that’s a good thing (play to your firm’s strengths!) but more often it leads to optimizing a metric far beyond its diminishing returns. E.g., the goal probably isn’t doubling Amazon revenue if doing so means your team can’t launch the new website before Q4 or you’ll alienate your larger retail partners. 

Motivating individual contributors to swing for the fences and crush their respective metrics, while also keeping them from jumping the guardrails that ensure bigger business goals are achievable can be a challenge. It takes ongoing communication and a one-on-one approach. I’ve found it generally helpful to regularly reiterate the big goal by celebrating the degree to which sub-goals play into it. 

Like most marathoners, I don’t enter a race to win. If winning was my goal, I’d have to restructure my whole life around marathon training—and I’d miss out the relationships, career goals and great meals that I find more valuable. 
Still, on race day I’m going to try my hardest!

Last modified: March 25, 2025