1. Updated July 2015

2. Making a BIG Impact
FMM’s promise to its client
- a key part of the value proposition
- a differentiator
The Reality:
- virtual team; out of sight…
- not employees; accountability concerns; how do I
know it took…
- CEOs are commonly not marketers so our efforts
are not always top of mind
`

3. My Commitment to Each Team Member
Quality, meaningful work at a fair rate
Be part of an integrated, high performing team that
delivers real impact
Work with other quality, marketing professionals –
expand your circle of colleagues
Improve your skills; challenge you to grow and improve
I am the sales engine to bring you more work
I have your back if the client unreasonably has concerns
about your work
You will be paid on a timely basis
`

4. Expectations as an FMM Team Member
High quality work
Embrace and support the FMM model & its brand
Do your role completely (e.g., communicating, reporting)
Go above and beyond
Take pride in your work
Work across the team – who else on the team could
benefit from what I am doing?
Weekly updates to marketing plan in a timely and
complete manner
Monthly planning of the upcoming month
Complete, accurate and insightful Impact reporting
You identify when you need client time; then let me know
Be prepared for efficient and effective weekly calls
`

5. Delivering Impact
FMM Clients are CEOs of growth-oriented business
They care about:
Awareness
Leads
Sales
Profitability
We are fact-based marketers focused on results.
We attract clients who appreciate accountability, expect
accountability and value reporting and results.
Our clients retain us as their marketing department for
years.
`

6. Clarifying & Reinforcing Expectations
Monthly:
- high sense of urgency to wrap up the month
If you can get it done, get it done.
Blue is good! Green is OK. White – better
have a real good reason…
- ~1 hour to plan the next month
Weekly:
- update with clear, specific status
- GOOD: DONE with date; target date to be done;
- POOR: in process; wk of (current wk) with no
update
`

7. End of Month Marketing Plan Reporting
July: (current month)
- high sense of urgency to wrap up the month
- color coding (please) – if possible
- reporting is required in ALL 3 areas:
Goals
Metrics:
where specifically did you make
an impact; JUST THE FACTS;
nothing that is in process – no weak
metrics. Facts, results.
Activities – get them done!
`

8. End of Month Marketing Plan Reporting
August: (the next month)
- Start with goals:
CEO appropriate goals – copy and bring forward
3 categories of goals
Be Specific; Be Strategic
- Metrics:
How will you prove your Impact in the month? If
you had to present your ROI for your invoice what
would you report?
- Activities:
Category should align to goal section
The work you are going to do to deliver on the goal
Owner clearly listed for each section
Anything not done in prior month needs to be
brought forward (copy NOT cut)
`

9. Marketing Planning & Reporting
Congratulations to Faye for best &
consistent reporting!
Gift card being mailed to you as a thank
you!
`

10. Marketing Plan – 3 components by month
Goals – big picture to get done in the month
Metrics – how you will report success; proving
you achieved the goal
Activities – specifics that will be done during
the month to ensure the goal is achieved
`

11. The Marketing Plan & Your Role
`
Goal(s) – define before the next month starts
Metrics – define before the month starts –
specific & measurable
Activities – define the categories before the
month starts; update the details and status
every week during the month

12. Components of the Marketing Plan
`
Goal(s) – high level goals; any work you do for
an FMM client should have a defined goal
that you are responsible for in the month;
define goals once
Metrics – every goal needs to have a
corresponding metric (measurable) of how
you will report the impact you are making on
behalf of the client; if you can’t measure your
impact, we need to evaluate if it is worth
doing. Define once; update weekly

13. Components of the Marketing Plan (cont)
`
Activities
- What will you be working on during the month to
ensure the goal(s) are defined?
- Define activities in advance; update weekly
- The status column is only to reflect status:
- Be specific and accountable
- If done; note Done with date
- If underway, note that
- Do NOT be vague; take accountability to move
things forward
- Your mindset needs to be get this done this month

14. Timeline - Overview
`
Month-End – final week of month:
Mindset: Wrap up the month, no loose ends
The client marketing plan defines your priorities
Push to get the work done; achieve the goal!
Finalize all reporting in the status report;
specifically metrics and activities – no vague
statuses – either done with date or clear reason
as to why not done
Plan the next month PRIOR to month end
Beginning
of month
End of
month/plan
for next
month
Weekly
updates
Weekly
updates
Weekly
updates

15. Marketing Status to Impact Report
`
End of
month/plan
for next
month
1. Marketing Plan/Status
Goals
Metrics
Activities (irrelevant to
Impact)
Every week the marketing plan/status is reviewed with
client so they know what is getting done during the
month
2. Impact Report
Goals you achieved with
metrics to support what
you got done
The impact report is your report to show with facts
what you did to make an impact for the FMM
Client in the month.

16. Tips for final week of the month
`
End of
month/plan
for next
month
1. Marketing Plan/Status
1. Complete the current month’s
marketing plan first.
2. Plan the next month by updating the
marketing plan (include ensuring any
work not completed in current month
gets moved forward to next month –
start with goals, metrics and activities
in that order.
3. Prepare your invoice. Evaluate if you
are confident that you delivered a ROI
in the month that supports your
invoice and that you would meet face
to face with the client confident in
your goals achieved and metrics
delivered. If not, revise your invoice.
TIPS – metrics are achieved – not in
process; not expected in the future –
facts only.
2. Impact Report
After completing the current month’s
marketing plan in terms of goals
achieved and metrics defined;
complete the Impact report.
Activities are irrelevant and don’t belong
in the impact report.
If a goal was not achieved, it has no place
in the Impact report.
The impact report needs to be completed
after month end & as early in the new
month as possible.

17. FMM – the better alternative
`
• Monthly ROI - Impact report – return on marketing investment
• Fact-based, results oriented, experienced team
• Accountable, responsive, proven, integrated
The Options:
Key Factors
Build In-house
Department
Hire Agency Create your own
virtual team
Retain FMM as
your marketing
dept
Cost Fixed High Varies Variable
Benefits Burden? Yes No No No
One point of
Accountability?
Yes Yes No Yes
Self-managed? No No No Yes
Proven? No Yes No Yes
Breadth of skill
set/capabilities
Limited by
budget
Varies – can be
limiting
Questionable Broad – full
service team