What are you doing today?

The theory behind Objective driven marketing (or ODM) is that any activity that is not directly associated with the achievement of one of your set objectives is surplus to requirements.

The objectives of any business must be supported by the activities of the people within it.

It’s logical and probably obvious too. And yet, it seems that whenever this simple concept is applied to a marketing department everyone else believes that they have the right to input, the right to veto, the right to question and cajole. Of course they do – in many instances your objectives are their objectives – so get used to it and include them.

The big question is: how many people are truly driven by their objectives in their daily routine and how many feel accountable in this way? Moreover, how many marketing managers can organise and manage their staff down to task level and still maintain a clear sense of their progress against their objectives? Okay, you all can, but wouldn’t you all like a little help in doing it?