This is the engine of the business. It involves translating the strategies documented in the Business Plan into effective Sales, Marketing, Operations, Human Resources & Finance Action Plans.
This section tackles the nomination and assignment of exactly who is charged with implementing what actions across the entire business. Action plans that are aligned to your goals and timed to reflect the impact and urgency of your needs and your capabilities. It offers insight into performance by tracking and tracing key measures and creating the ability to predict what moves are required next.
Execution means holding people accountable with a rhythm of review to communicate action, result and re-action across the business and is the vital key to increasing sales and improving productivity. The right people and the right plan are useless unless accurately executed.
• Aligning critical outcomes
• Communications throughout the business
Delivers your unique definition of value to your targeted customers. Managing and investing in the brand, its promise and the methods of delivery requires research, careful execution with testing and measuring of the results. Your position in the marketplace depends on your organizations ability to think “life time value” of your clients. Marketing not only delivers new prospects to your door it reinforces the decisions your current customers have made encouraging them to spend more frequently. Your messages, no matter how cleverly crafted, are left to your internal processes to create and deliver the value.
Professionally helping your customers to buy requires the basic understanding of what they’re purchasing and the rational and emotional decisions people make. Your sales team needs a system for selection of prospects: not everyone fits your funnel. How you acquire them as a customer depends on your ability to raise acceptance and lower objections whilst meeting their emotional and practical needs. Retaining and growing is life time thinking in action: moving customers from shoppers to customers to raving fans of your business. Very few offer this type of special attention and your sales system must eliminate the indifference so often available today that drives customers elsewhere.
Marketing delivers leads, sales converts and your operations promise of delivery and distribution completes the experience. Internally if you are to create the efficiencies needed to stay sharp and competitive you need to develop supplier relationships that offer low cost, high quality supply and delivery, a partnership based on more than simple cost reductions. Looking for continuous improvement in how your operations system performs, improving cycles, lowering costs and delivering innovation in how you actually produce your products and services and in how you deliver and distribute.
Human Resources: People
Systems run your business, people run your systems you lead your people. Leverage your teams and individuals by systemizing the routine and humanize the exceptions with how to manuals and for some work instructions. Test your system; examine your structure, its functions, processes and the talent that works within your business. Locate your hi potentials and give them the counselling, coaching or mentoring support to take full advantage of their capabilities.
KPI and reviews
Everyone individual, team, leader or function of your business needs a set of numbers it can track, trace and trend to see how it's performing. Numbers or ratios or measures that will best provide insights into future performance that aligns with your strategy and your financial Performance. It should be unique to your organization’s business and your functional business practices, and should align with moving you towards your 3-5 Year Targets. The ability to predict is a key leadership function and the frequency with which you review the numbers will help teach those responsible to look for early warning indicators and signs of the system not performing as planned.
Look to discover in what unique, creative and appealing ways can you communicate the measured and monitored progress and success (or lack thereof) of performance in your organization so that everyone gets it and uses it in your strategic review.
Complete the system with a full review of the assumptions made and the reality experienced, the milestones planned and the achievements delivered. What happened, why and how? How did your competitors move in ways you didn’t expect? What needs to change in our thinking, what processes need to be adjusted, moved, altered, eliminated and added to? How did the team perform according to our measures? How did we perform according to our principles?
Look back to look forward and recalibrate your strategy, your structure, your people and your systems.