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The Utah DMC Blog

Scott Baird | DMC 2015

IMG_3776 Scott Baird is the CEO & Founder of Griffin Hill. Scott's focus is in human and organizational performance. Rather than focusing his presentation on creativity or tools for digital marketers, he instead focused on how to become the most effective digital marketers in the world. As Scott shared, it’s not always the most creative or most intelligent in the top spot, but rather those who are driven to find success. Scott started his presentation with a discussion of the 80/20 rule, created by the Italian economist Vilfredo Pareto. In Italy in the 1700s, 80% of the wealth and privately held land was owned by 20% of the population. Pareto thought this was strange, so he started to do some more research. He then discovered that 20% of the peapods in his garden were responsible for 80% of the yield. It wasn’t until hundreds of years later when management experts turned it into the 80/20 rule. The same rule holds true in marketing. The top 20% of digital marketers control 80% of the efficacy of digital marketing. Scott shared his tips for how to become one of the elite 20%.

3 Essentials to be Elite in Digital Marketing

  1. You’ve got to have vision:
    • Your personal career, your organization, or the organizations of your clients
    • You have to have a vision for every campaign
  2. You’ve got to have a plan and a method
  3. If you don’t measure, you can’t achieve what you would otherwise achieve

Goals that lead to success

To become an elite digital marketers, you must set goals. Thomas Gilbert once said, “Mistakes in decisions about goals are the single greatest cause of human incompetence." Scott shared his tips for how to set "SMARTER" goals that will lead to your success. S: Specific M: Measurable A: Attainable R: Relevant T: Time bound E: Evaluate R: Record Here are a few highlights from the "SMARTER" goals mindset.  

Measurable Goals

Scott's first tip is to set goals that are measurable. Are we adjusting our goals to our analytics? Measurement is your friend, not your enemy. We often feel like measurement is being called into the principals office, when it’s really about celebration. Self-deception is what leads to self-destruction. We’re not great at evaluating our contributions, we systematically overestimate by at least 40%. If you’re not measuring, you’re going to be suspect to he attribution bias, which in turn can lead to self-destruction, incompetence, failure.

Attainable Goals

Scott also suggested the practice of setting range goals. In your campaigns, set a range goal of what you absolutely must hit in order to be successful. Share this with your clients. Progress and knowledge of progress are what leads to happiness. If your campaign is in your range, it’s celebratory. This makes knowledge of progress celebratory. Grandiose goals set up the likelihood of incompetence.

Relevant Goals

Scott shared some questions to ask yourself when setting measurable goals:

  • Is this goal relevant to what we’re trying to achieve here?
  • Is the campaign connected to the goal?
  • Is it designed and organized to be relevant to our goals and objectives?
  • Is the way we measure this relevant?


At the end of the day, this is where it’s got to take us: worthy performance. You can set up grandiose, but was it worthy performance? At the end of the day, your job will persist based on that. Do the outcomes of your goals have worth? Setting and achieving relevant and successful goals is key to becoming a top digital marketer.  

Topics: Event Recaps