Internal marketing is all about selling the standard. Here is how you put it in place immediately.
1. Define the Standard in Writing
If it is not written, it is optional.
Start with every revenue-driving role and answer three questions:
- What are the 3–5 measurable KPIs for this position?
- What is the minimum acceptable number?
- What does winning look like?
Examples:
- Service tech: close rate %, average ticket $, revenue per month
- CSR: booking rate %, calls answered %, revenue per call
- Sales: revenue per month, financing utilization %, option presentation rate
Put this in the job description. Review it in onboarding. Review it again quarterly.
Clarity reduces drama.
2. Install a Weekly Scoreboard
Most companies wait 30 days to react. That is too slow.
Instead:
- Publish weekly KPIs for every revenue role
- Compare against team averages
- Highlight top performers publicly
- Flag gaps early
A 30% vs 50% close rate gap should be visible by week one, not month three.
When everyone sees the scoreboard, standards feel real.
3. Implement a 90-Day Performance Plan Framework
When someone is underperforming, do not wing it.
Use a simple structure:
- Identify the KPI gap
- Define the target
- Set a 90-day improvement window
- Schedule weekly coaching touchpoints
- Document progress
The goal is improvement, not punishment.
But structure protects the business and the employee.
4. Audit Your High Performers
Internal marketing breaks when top producers operate above the rules.
Run this filter:
- Are they aligned with culture?
- Are they coachable?
- Are they raising or lowering the standard?
If someone produces $80,000 per month but erodes trust, the math may not work long term.
Protecting the standard signals to A-players that you mean what you say.
5. Close the Feedback Loop
Every termination or resignation should trigger one question:
What broke in our system?
Was it:
- Poor onboarding?
- Weak coaching?
- Unclear expectations?
- A manager issue?
Internal marketing improves when you treat exits as data, not just events.
The Immediate Move
If you do nothing else this week:
Pick one role.
Define the KPIs.
Publish the numbers.
Review them weekly.
Install clarity. Everything else compounds from there.
