Why are projects seldom successful? Projects fail for six simple reasons:

1) Objectives are not clear
2) No measurement in place
3) Plans are too big/optimistic, scope creep
4) No accountability
5) Execution stinks
6) Static plan, dynamic world

To define value, we look at each tactic individually. For example, a monthly email newsletter. We then have a conversation with the client each month about what they value. In this case it might be 5% new subscriber acquisition each month, readership/open rates greater than 10%, etc.

In the case of PR, value is created by a combination of # of placements, referring links, traffic and other factors. Every client will value these things differently.

We ask the client to force rank/weight all their tactics each month. The sum of the force ranked tactics creates a percentile performance grade for the month.

This methodology is by no means perfect – in some cases it can be very subjective. The tracking spreadsheet is always undergoing revisions and updates – many driven by our clients. However, the biggest value for us is the “discussion” and shared accountability.

Ben Bradley
MaconRaine