Monday, December 3, 2007
Here is my best current definition for Alignment, in the context of Corporate Performance Management in general.
Alignment is the state of "collaborative agreement on company objectives", based on a common framework or tool for measurement of success, and linking the dependencies of target outcomes between people, projects, programs and objectives.
Ideally alignment is the "degree to which the separate pieces contribute to the outcomes" within their divisions and how well they lead to the overarching goals.
Wednesday, September 19, 2007
Interviewing Marketing Executives
When Interviewing CMO candidates, the best approach is to first ask open ended questions and then allow descriptive stories to emerge that reveal culture, interaction and expectations from the candidate.
- Which marketing metrics are most important to firms in general?
- Your last firm (job position) in particular?
- Which metrics were you most successful at improving?
- How were you recognized for that improvement?
- What specific goals or targets were used?
- How were these negotiated and by whom?
- What was the percentage change you impacted?
- How did you do it? Over what period of time?
- And how did your staff work with you?
- Why did they trust your plans and ideas that they supported?
- What mechanisms did you employ to gain consensus within your team?
- Across other related teams (sales, production, engineering, service, support)? What does accountability mean in the context of a marketing department?
- How is accountability managed between marketing and advertising?
- How is accountability managed between marketing and sales? Does the VP sales agree?
- How are results measured, communicated and interpreted?
- Are the people achieving the measurements the same people who own the data and report results?
- How did you come to trust those results?
- For you past firm, how did you understand the metrics which influenced sales volume?
- Describe the interaction of team roles that achieved results in your team?
- What experience selling or in sales management do you have?
- How did you establish credibility with VP of sales?
- What inputs and influence did you have with regard to sales models?
- What inputs and influence did you have with regard to the go to market strategy?
- Which systems and processes were established before you arrived?
- Which systems and processes were established by you?
- How do they interact or relate to each other?
Asking candidates about the attribution of credit across their team, and the cause-and-effect influence on internal performance metrics can reveal a lot. Having their thoughts on what was measured, its validity, and what could be measured, gives you insight to their ability to create value in your organization. Also it reveals potential synergies or conflicts when working with sales and product organizations
Tuesday, September 18, 2007
Its still online in its original format!
Collaboration between firms in Information Technology
Tuesday, August 21, 2007
This gives you some context.
Friday, June 15, 2007
Friday, June 8, 2007
There are secrets, and I will be sharing some of them shortly. Here is the background paragraph on my new paper, the reviewers have it today, but should be available here next week!
Linking the Objectives of the CMO to the CFO
using Key Performance Indicators
So you want to hire this hot new CMO, but you want to ensure that his/her performance is linked to the goals of the company, and not just linked to requests for big budget expenditures? What do you do? How do the goals and actions of marketing influence sales results? And how do we ensure that the marketing leadership will fit with and evolve our sales culture and the specifics of our market? What can we measure to get us started? What dangers are there in picking metrics and using them? That is the subject of this series of papers. This paper is part 1 in a series, and is focused on roles, objectives and understanding of marketing metrics as they link the CMO to the CFO.
So topics will range from Strategy to cause-and-effect linkage, to balanced scorecard design and more. I will have a natural bias to Internet-based companies, Mobile applications, and startup ventures. Just because I find this more interesting.
I welcome questions, comments, links and posts from you -- the readers.