Ownership is an essential element of specifying your marketing and sales funnel breakdown as part of developing an end-to-end engagement process, and ultimately establishing Strategic Alignment. Ownership across the company must be clearly defined in order to achieve goals. It can be assigned at the individual, team, or departmental level depending on the size of your organization. Traditionally, marketing owns the top portion of the funnel and sales owns the bottom portion of the funnel.
Since Deore Design is a small organization, we break down the ownership of our funnel at the individual level. Owners are ultimately responsible for their respective funnel segment goals, but the entire team works together to achieve them.
This is how we divvy up ownership:
- Visitors – Marketing Coordinator
- Subscribers – Marketing Coordinator
- Leads – Marketing Coordinator
- Opportunities – Sales Development Lead and CEO
- Customers – Account Managers and CEO
Defining who takes ownership over certain tasks, projects, or funnel stages allows team members to understand their role in a broader context and make clear contributions to company progress.
While ownership should instill accountability and responsibility among individuals, it should not discourage opportunities for teamwork. Ownership and teamwork can still go hand in hand. One of our company values, intentional collaboration, calls for team members to work together whenever possible to learn from and inspire one another. As we each take one our own tasks, we work together toward achieving company-wide goals and making contributions to the growth of the business.
As you begin creating goals for the upcoming year, consider how you can divide ownership clearly across your team. Asana, one of our favorite project management tools, has been essential in establishing and tracking our company goals. With Asana you can set and manage goals, assign them to individuals, then track progress as a percentage of goal completion. Asana makes goals visible to everyone in the company so that objectives and priorities are clear to all. Set team or company goals and add sub-goals as needed to create connections between tasks and steps along the way for long term goals.
The close ties between ownership and goals make assigning responsibility a key aspect of achieving the vision you have for your company and making all team members a distinct facet of getting there.
Want more tips for marketing strategy and Strategic Alignment? Visit https://deoredesign.com/fourareas