PRM Phase 2: Execute for High GrowthExecuting for High Growth consists of three steps: Setup, Nail, and Scale.
Step 1: Setup
The focus of the work here is to assemble and configure the various systems and tools that will be used in delivering PRM. This is also the time when you train your staff on how to use these tools and what you expect of them.
This step is completed when all systems are ready and team members have been trained and know what is expected of them.
Step 2: Nail It
Although careful analysis during Step 1 will enable us to avoid predictable problems, there are always some things that can’t be known until the doing starts. The purpose of this Step is to connect the plan with the implementation, but at a lower resource expenditure. You can also look at this as a pilot project or mini version of the full plan.
During this phase, the focus is on getting the right results by verifying and refining what was setup in Step 1. That includes verifying that you have selected the right target group, message, and resources, and that you have correctly configured your systems and processes. Later during Step 3, your work will shift to optimization and scale — doing more with less.
This is the time when you have little or no data yet, and you have to use analysis to guide your decisions. You will begin to gather data and that will inform your decisions, what you change and what you keep. That is what we mean by “Nailing it first”.
Although quite a bit can be determined early on, there is a learning curve, and this phase can take between 3 to 6 months to complete.
Step 3: Scale It
“First nail it, then scale it”.
Once you know what works, you want to scale so you lower our input cost and maximize your desired output. This is the stage where there is enough data and evidence to confidently hire more, lock in longer-term contracts at lower unit costs, and so on.
This does not mean you stop testing, measuring, and adjusting. The outside world changes too often to take any assumption for granted for too long. You always have to test and refine. But you are not looking for a game changer here–rather you are looking for continuous, incremental improvements.
Small increments over a large scale and over time tend to add up into big improvements in aggregate sales numbers.