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1 .The 12 Step Checklist for High-
Performance Marketing
Adrian Cue | TRIdigital Marketing
3 .96%
Of MSPs Will Use Duplicate
Content in Their Marketing
Strategies.
- MSP SEO Factory
4 .82%
Of MSPs Will Invest Less Than 1%
of Their Annual Gross Revenue in
Marketing.
- Service Leadership
5 .70% Of MSPs Have Had a Sales
Professional on Salary for More Than
a Year Without Making a Single Sale.
- SPC International
6 . 80%
Of Sales Require Five Follow-Ups
44%
Of Salespeople Give up After One
After the Initial Contact Follow-Up
- Salesforce.com
7 . S t e p 1
Establish the Goals
8 .Write down what you want to
achieve in detail.
EX 1: We want to generate $1MM in
Revenue in 12 months.
EX 2: We want to establish our company as
the Technology SME in our area.
EX 3: We want to maximize our MDF
Strategy.
EX 4: We want to attract the best possible
talent to work for us.
Then put them in order of priority. This
is important when establishing your
marketing budget.
9 . S t e p 2
Identify the KPI’s
10 .• $1MM MRR a year is $83,334 per month.
• My average MSA is $3,000 per month.
• It’s going take 28 new sales to hit it. That’s 2.3
sales a month on average.
• I need 60 days to build a pipeline so now I
need to close 3 a month.
• Today, we close 5% working off of a cold list.
• I think with marketing leads I can do 10%.
• I’ll convert 20% of leads to appointments.
• 75% of appointments to proposals.
• 50% of appointments to a closed sale.
• I need 40 warm leads a month to hit my goal.
11 . S t e p 3
Create a Budget
12 .• MSPs that achieve solid ROI from their
marketing efforts typically budget 3-5% of
their annual gross revenue towards
marketing.
• Best in class MSPs budget 10% more.
(These companies already know how to
achieve ROI in marketing.)
• Set a budget you can maintain long term.
Meaningful results take time.
13 . S t e p 4
Determine Your Strategy
14 .Create a theme based on the
message you want to take to
market
• This requires a self-reflection exercise
executed via an interview or story arc from a
branding professional.
• Build a story based on that theme and
communicate that with your entire team.
15 . S t e p 5
Select Your Marketing Activities
16 .Get quotes and/or calculate
internal costs for everything
on your priority list and move
forward on as much as the
budget allows.
• Here’s one way to help. For each
activity, calculate:
Cost of Lead Acquisition
Cost of Client Acquisition
17 . S t e p 6
Create The Plan
18 .You must have all of the
following in writing in your
plan.
• The Goals
• The KPI’s
• The Theme
• The Story
• The Strategy
• All Activities with Dates
• Annual Pro Forma with Revenue
Projections
• Make Sure Everyone on Staff Has
a Copy
19 . S t e p 7
Build the Team & Appoint a Leader
20 .• The first thing you should do is appoint a
leader – internal or external. Hold that
person accountable for the results.
• Let that person choose the team they will
go to war with.
21 . S t e p 8
Execute Without Drama
22 .• Simply execute the plan without getting
distracted.
• Don’t get stuck on making it perfect and
don’t worry with buy in from everyone.
Focus on timely execution. It will work
out better for you.
“Approval by committee leads to a
hung jury.”
- Steve Wynn
23 . S t e p 9
Review the Data & Adjust the Tactics
24 .Not every campaign is going
to be a hit. Interpreting data
will help bring the gap
between huge successes and
epic fails.
• Use high-level data to drill down.
• Email Campaign EX:
• A bad open rate usually means
the subject line was bad.
• A bad click through rate usually
means the content, CTA’s
and design were bad.
Let your leader decide how to interpret
the data and what adjustments to
make.
25 . S t e p 1 0
Ensure That Sales Follows Up
26 .There’s a lot of content on the
internet. People try to digest
as much as they can in the
midst of a busy day.
• Prospects have a 24-48 hour
memory when they engage with
marketing campaigns.
• Prompt follow-up is critical.
27 . S t e p 1 1
Hold Everyone Accountable
28 .• Let the data outweigh the opinions.
• Instead, figure out how to make
adjustments.
“Sporty, save the crap for the
customers.”
- James Braddock
29 .Honey CRM
Tracks Your Tracks Your
Marketing Results. Sales Efforts.
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