Organize your critical milestones into bite-sized tasks (and quit multitasking!)

"If something needs to be done eventually, it needs to be done immediately." This quip was made by Jeremy Foley, athletic director at the University of Florida, commenting on the proper time to fire coaches.

The same thing goes for marketing, selling, and business development too.

Not long ago the CEO of a tech company asked me to help a general manager get caught up on a few things. The GM was brought in to form a new division about a year earlier. Critical milestones were fast approaching and there was a lot to do.

In truth, the situation was more like -- so little had been accomplished that there was a real risk of failure.

At this tech company, it was obvious that many things had to be done immediately. Here’s where the quote is on point. The sooner you break down strategy, tasks, and critical dates into bite size chunks and get going, the better.

The GM was desperate to catch up and as a result, was all over the map, pulling and pushing in many directions at once. At one point this person said to me, “You need to get better at multitasking.” To which I replied, “There’s a difference between multitasking and interrupt mode, yet the one thing they have in common is nothing gets done.” (Hey, one of the benefits of consulting is you get to tell the boss the truth!)

What the GM overlooked was that unorganized, frantic, last-minute activity was causing great stress. When multitasking kicks in -- nothing gets the attention it deserves. Yikes!

As a leader in your company, you know what eventually needs to happen. Don’t keep putting it off. Get the critical pieces in place immediately, one bite-size portion at a time. Life will be much easier later when you do. Here are some tips to save you and your company undue stress and help accomplish your goals.

You need an action schedule guide. Imagine how much better life would have been if nine months earlier the GM had already outlined a plan of action. The emphasis is on outline; it’s not a thick document, just a to-the-point blueprint that starts with the two or three strategic objectives critical to their company’s success, with a time line of what had to take place in a handful of key categories. It’s important to create a road map to layout the “how” of getting from where you are to where you want your company to be. Here’s why: it lets you to see the big picture, helping you and your team move from one phase to another. It allows you to line up resources before you need them and get others involved. And maybe most of all, a master action schedule will keep you focused.

The importance of an effective action framework. Think of a successful action schedule guide as a road map. It start now, where you are, and attempts to lay out a practical path forward, always keeping the big prize in focus. It’s something that anyone can glance at and instantly understand where you are and what’s needed to get done.

The crucial starting point is to create an “Eye On the Prize” statement. This covers only two things: imperative milestones, less than five or so, each defined in no more than one sentence, and three or four strategic initiatives, again defined in no more than one sentence each. A strategic initiative is a focused outcome that must happen, core to the survival of the project or even your company. All tactics, dates, and resource needs revolve around strategic initiatives. Nothing else matters.

Here’s an example: you’ve decided to launch a competition-slamming new product at a major industry trade show in seven months. Key must-do milestones with dates might be beginning manufacturing, build out of a new demo facility, and the launch itself. Significant strategic initiatives then would be prototype readiness for customer testing and feedback with testimonials, manufacturing ramp up, sales and strategic partner training, and of course the launch package of activities leading up to and including the tradeshow, as well as post launch events and PR. Fill in the tactical gaps to make it happen. You are almost ready to rock!

How to mix your ingredients into a recipe that works. All tactics revolve around your “Eye On the Prize” statement. These are the marketing, business development, sales, and operational actions needed to support your initiatives. But how? I like to start with a bulleted list of stuff that needs to get done, in no particular order. In a team setting, use a white board and slam down everything you think of. When it makes sense, include what must happen first for that item to become a reality. As soon as possible capture all of this in a document and begin to categorize them -- by channels, collateral, public relations, blog and newsletter, manufacturing and distribution, programs and events, social marketing, and even the major tools and platforms you’ll need to set up to get the job done and track progress.

Here’s the hard part -- deciding what format to use. Keep it simple. Excel workbooks with multiple tabs set up for each key category is fine and if you already have a system your company has standardized on, use it. Otherwise quickly look at platforms such as Notebooks, Wrike, Trello, or Asana. Within each category have a column or place for each task and sub-task, critical dates, who’s the primary person, others that have a role of some sort including vendors, comments, and when completed. For blogs and social marketing, some of the headings will be the same plus topic/content, keywords, and call-to-action -- more of an editorial calendar. Sub-tasks are supporting undertaking that must happen first to complete its parent task. Now you’re business is ready for action.

You know you need to eventually change the way you plan your work and get it done. If you already know, then you need to do it immediately. It’s the only way to avoid disappointment and lot of finger pointing. It’s the only way to grow a business.

Maybe you know there are people you need to eventually replace. Well, that may be a subject for a future column, but I bet you already know my answer.

Do you already use a framework and platform for keeping your business on track? Let us know your tips for streamlining the action schedule in the comments below.

Ron Stein is President of FastPath Marketing (www.marketing-strategies-guide.com) and the author of the Rapid Impact Marketing & Selling Playbook. As a speaker, coach, and consultant he works with small business owners helping them to accelerate the path between their vision and the actions needed to reach, win, and keep customers. Ron is the creator of the FastPath to More Customers Now! 7-step marketing system based on more than twenty years as a successful business owner, corporate CEO, business development executive, and salesman. He is also a mentor at two nationally recognized business accelerators. Ron offers one-on-one and small group mentoring, conducts seminars, and consults. He can be reached at 727-398-1855 or Ron@FastPathMarketing.com.