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Blogvent Day 10 - Perfect 10

Business | Sport

No we are not talking about dress sizes or the 1998 song from the Beautiful South. Instead we are referring to the little circle in the middle of a target that represents the best score whether you are playing Wii sports archery, competing in the European Shooting Championships or trying to get a clear shot at your target market.

When more than 800 shooters from 43 countries arrive in Brescia, northern Italy in March for the 20 events of the 10m European Shooting Championship or the equivalent shotgun Championship in Belgrade in August, they will be focussed, steady, relaxed and highly competitive. The standard is such that you are unlikely to get on the podium if you miss more two bullseyes in ever 100 shots. With the skill and dedication involved it’s a shame that the UK’s many shooting medallists at European, World and Olympic levels don’t get more credit and visibility.

In marketing too there is a big emphasis on hitting targets, although here they are numbers and audiences rather than clays. I sometimes think there is too much emphasis on the easily measured numbers when it comes to marketing, rather than the things that really matter. Unlike shooting where it’s easy to see the hole, marketing teams often don’t have the time or resources to measure the real drivers of performance and instead have to resort to more visible substitutes that they hope will correlate to the real thing. It is important for marketing teams to know what they are aiming at, but it’s equally important for management to make sure that it’s the right target to achieve the overall objective. A bullesye in the wrong target is only going to help your competitors.

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