This is a guest article by Nicole Zeno.

Q4 is a strange time for many business owners. On one hand, it’s a busy shopping/purchasing time, and for some businesses, it can make up a large percentage of yearly revenue. On the other hand, it’s a time to step back, reflect, and plan for the new year. In large companies, there are teams to accomplish both tasks, but for SMB and startup companies, the teams are often only a handful of people (or even one) trying to do it all. If you are an SMB or startup, here are a few things you can focus on to move the needle and close out Q4 on top.

#1: Focus on process/automation

It is so easy to get into the weeds and stay there when it gets busy, but what often happens is we put ourselves in a vicious cycle. We go heads down to fulfill orders only to come out the other side with no clarity or solution for the next time this happens.

This year, try being mindful of what activities you are doing when “things get busy.” Are you actually being productive, or are you just busy?

Try This:

Documenting your time is the easiest way to answer this question. Using software like Clockify (or a blank document), you can set a timer every time you start a task, end a task, and add notes as to what you did during this time. I know that this sounds like extra work, but stay with me because I am going to explain how this will make you 10x more productive the next time things get busy.

Why This Works:

As you may have already guessed, I would never tell you to try to change processes when you are already busy, but data is power, and knowing exactly how much time you spend on specific tasks/processes will give you insight once the busy season is over. Once you have had a chance to breathe, try these steps:

1. Review all the data from your timing for any tasks that you spend the majority of time on or that you do multiple times.
2. Ask yourself: Is there a process I can build/document for the proper way to do this task? Are there parts or whole tasks that can be automated?
3. Once processes are documented into SOPs (standard operating procedures), you are now freed up to hire and train someone to do this task, even if it’s a seasonal employee.

#2: Look at the data

Have you ever noticed that when you are in a tough situation, it feels like the worst experience of your life, but after time, when you recount that experience, you tend to skip over the terrible parts? If you are a marathon runner, you know exactly what I am talking about. At the finish line, you proclaim, “I am never running a marathon again,” and then somehow, 4 months later, there you are, signing up for another.

In business, this is the equivalent of only looking at big-picture data such as yearly revenue numbers or users. Every year, you start looking at the big-picture numbers, adding 20%, and telling your team to make it happen, only to get to the end of that year, not sure what went wrong. At this point, most SMBs throw money at the situation and start hiring marketing or sales without really knowing what breakdown there was.

Try This:

Once you have a clear idea of what your yearly big-picture goals are, break each of them down into 3 activity goals that have their own KPI (key performance indicator) to success.

For example, if you have a revenue goal and you know that your team signs 90% of all leads that come in, your 3 activity goals could be increasing open opportunities, increasing website traffic, and increasing the number of events you attend/PR.

Why This Works:

When you break down your big-picture goals into smaller task-oriented goals, you are not just giving your team (or yourself) a goal with no plan. Also, you can now see exactly what part of the process didn’t work and fix it for the next time.

#3: Spend the last week of the year planning

It is proven that our brains cannot multitask, no matter what you tell yourself. There are even more scientific studies on how long it takes for our brains to switch from one type of task to another. Setting time to plan not only gives you a leg up when going into the new year, but it allows your brain to know that planning time is coming, and it can focus more on the present tasks at hand.

Try This:

Block off the week between Christmas and New Year’s on your calendar for you and any executive team members. This tends to be a slower time of year for most businesses and can give you some quiet time to reflect.

Don’t just plan the big-picture things; actually, build out a full action plan and answer the questions:

1. What are our goals as a company?
2. How are we going to get there?
3. How are we going to track success?
4. What do we have to invest to make this happen?

Bonus Tip: Setup Tech

At my company, Clever Cow Media, we do all the above, and we couldn’t run our company without the processes we have built-in ClickUp (Try it Here).

Tech can help you streamline your processes, help build communication, make teams more efficient, and automate small tasks. Finding the right tech for your team can be the difference between success and failure.

Starting, running, and growing a business is hard, but taking steps like these to become a well-oiled machine will make your time as a business owner more enjoyable and more profitable.

Need More Help? Join me for a FREE Masterclass: Building A Marketing/Growth Plan for SMBs & Startups. Register Here.

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Nicole Zeno, founder of Clever Cow Media, has built, grown, and run multi 6-7 figure businesses, including exits from three as a founder. Her extensive background and experience have led her to her passion, helping small and mid-size businesses and startups build the processes and strategies to thrive.

Fun Facts About Nicole:

• Phoenix Business Journal 40 under 40
• Top 100 Marketing Leader (x2)
• Nominated for a SXSW Interactive Award
• PHX Startup Week Speaker
• Arizona Commerce Authority Mentor & AIC Judge
• Featured on Fox10 Phoenix, 3 TV, Phoenix Magazine, and more