Do you have a marketing machine for your MSP? If you do, here's why you should walk the factory floor now and again
Have you listened to the new-ish book about Elon Musk by Walter Isaacson yet?
The first two thirds are great, then it goes into a weird blow by blow account of what Elon did in his first six months owning TwitterX (presumably because that's when the author was with him and a lot of the details had not been published before).
One of the many Elon habits that has made him the world's richest person with a net worth of $250 billion is the way he drills down into the tiniest details when he needs to.
Here's an example, from when he needed to push Tesla into making 5,000 cars a week in order to make it profitable. All of his people said it couldn't be done, so he walked the factory floor for weeks (and slept there) examining every single process and production station to find out how to speed it up and increase capacity.
He removed automation, when it became clear humans could do a better job faster. He removed car parts (Elon loves to "delete" as many parts as he can from his cars and rockets). They even built a massive production tent outside to increase capacity.
You have to listen to the book to hear the extreme measures he went to. But - spoiler alert - a fully operational Tesla factory now outputs 5,000 cars a week.
Earlier this week I spoke to an MSP I've been working with for years. He has a fully built marketing machine that doesn't require him personally to do anything. The dream!
Problem is, the cogs in his machine are turning but nothing's coming out of the end. Something's broken, somewhere.
I have a pretty good gut feel on what it could be. To check, I've told him it's time to leave the metaphorical corporate offices and get back on the factory floor - aka go check every production station of his marketing.
In particular, I challenged him to start collecting some weekly stats. These would help him diagnose the problem now and then keep a closer eye on the marketing machine in the future.
The weekly stats I suggested are:
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How many potential prospects are they attempting to connect with on LinkedIn?
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How many of those actually connect?
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How many of those are then added to their CRM?
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What's the email open rate?
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How many attempted follow-up phone calls are made?
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How many decision makers did the phone person speak to?
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How many 15 min discovery video calls have been booked?
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How many full sales appointments were booked?
There are many more stats he could track, but that's a great place to start.
Do you have a marketing machine for your MSP?
If you do, don't forget to walk the factory floor and track key stats now and again.
If you don't, why not use the machine I created, trusted by 700+ MSPs around the world: MSP Marketing Edge.
