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Marketing as a Real-Time Metric

Employees of this shop can look up from their work at any time to see how well the company is doing at both shipping jobs to current customers and reaching out to customers of the future.

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Jon Baklund of Baklund R&D has a distinctive approach to marketing that I described in this article. The Minnesota shop owner does not score his business development reps’ efforts on how much business they bring in, but instead on how many live contacts they make with prospects. That’s it. His theory is that spreading awareness and continuing to establish and build positive relationships—without being pushy about getting business—is ultimately going to translate to more business in the long term.

He even tracks these positive contacts with prospects as a real-time business performance metric for all of the shop to see. In the various bar graphs on the right side of this shopfloor display, the green bar tracks business shipped relative to the shop’s costs across various time horizons. All employees know that 80 percent is the break-even on this bar. The business is making a profit above that. Meanwhile, the blue bar in each of these graphs displays a score based on a system Mr. Baklund devised to show the number and quality of direct contacts the business development reps have made. In other words, both the manufacturing personnel and the marketing personnel are generating real-time metrics for all of the company to see.

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