Secret To Successful Execution Share

Strategy Activation: The Secret to Successful Execution.

In this Aquent-sponsored webcast, Scott Glatstein talks about strategy activation and how to turn your vision into marketplace success.

Strategy Activation

The Secret to Successful Execution

STRATEGY:1. The science or art of military command as applied to the

overall planning and conduct of large-scale combat operations.

2. A plan of action resulting from the practice of strategy.

3. The art or skill of using stratagems especially in politics and business.

STRATAGEM:

1. A deception

STRATEGY:

The art or skill of using deception especially in politics and business.

GO-TO-MARKETSTRATEGY

► Unbeatable Prices

► World Class Customer Service

► Luxurious Ride

► Mass Customization

“Nine out of ten [go-to-market] strategies fail in the marketplace.”

David NortonHarvard Business School

Strategy fails to recognize the capabilities and limitations of the organization.

Employees don’t know how the strategy affects their day-to-day responsibilities.

The business’s systems and processes can’t support the strategy.

Performance metrics and rewards are not aligned to the strategy.

90% Chance That Your Strategies Will Fail

1) Beyond the organization’s capabilities2) Not communicated properly3) Existing infrastructure can’t support it4) Compensation mis-alignment

“In the 1960’s, if you introduced a new product to America, 90% of the people who viewed it for the first time believed in the corporate promise. Then 40 years later if you performed the same exercise, less than 10% of the public believed it was true.

The fracturing of trust is based on the fact that the consumer has been let down.”

Howard Shultz

PromiseReasons

To Believe

DrivingExcitement

Safety

1. Power2. Performance3. Styling

1. Construction2. Reliability3. Features

OFFERINGS

The PromiseUnconditional

CustomerSatisfaction

OFFERINGS

Customer Experiences Happen

OFFERINGS

1. Identify all of your Customer Touchpoints

OFFERINGS

2. Determine the Most Influential Touchpoints

OFFERINGS

3. Design the Optimal Experience

OFFERINGS

Touchpoints

Reasons To Believe

3. Design the Optimal Experience

OFFERINGS

Reasons To Believe

Reliability

Features

Construction

Safety Marketing &Advertising

Dealership Salesperson Servicing

Go-To-Market

Strategy = Promise

Promise Yields

Customer

Expectations

OFFERINGS

Experience

Not Done

WIP Done

Existing products and services match the overall strategy and meet customer expectations.

Product Development teams understand the strategy and actively incorporate the promise into new products and services.

The end-to-end customer experience has been mapped and designed to deliver the promise in each customer interaction.

Customer feedback is monitored and analyzed to identify additional ways to improve the overall customer experience.

Assessing Your Offerings

OFFERINGS

PEOPLE

Product/ServiceIndustrial Dishwashing Supplies

PromiseCleaner, Safer Operation

Pillars1. Personal Service2. Swift Issue Resolution

PEOPLE

Product/ServiceIndustrial Dishwashing Supplies

PromiseCleaner, Safer Operation

Pillars1. Personal Service2. Swift Issue Resolution

PEOPLE

CapabilitiesTrained Dishwasher Technicians

CulturePersonal ServiceSwift Issue Resolution

RewardsCustomer Retention

Not Done

WIP Done

Hiring practices and policies are designed to secure the resources required to implement the current and future company strategy.

Training and development programs provide employees with the specific skills necessary to execute the business strategy.

Company culture supports the promise.

The compensation system is tied to specific goals/objectives in support of the marketplace promise.

Assessing Your People

PEOPLE

Like a good neighbor…

PROCESSES

Like a good neighbor…

PROCESSES

Not Done

WIP Done

Processes are focused on the customer perspective and customer experience.

Internal processes are managed holistically across silos to ensure strategic alignment.

Clear, effective communication channels exist from the top organizational levels to the most subordinate employees.

Processes are consistently reviewed for their impact on the overall customer experience.

Assessing Your Processes

PROCESSES

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Right or Wrong?

Right or Wrong?Appropriate vs. Inappropriate

Not Done

WIP Done

Tool choices are reviewed in the context of the overall promise and envisioned customer experience.

Tools are periodically reviewed to ensure they still align to the organization’s promise.

Staff has been trained to use the organization’s systems accurately and effectively.

Employees see the value of the tools and use them consistently in their daily routines.

Assessing Your Tools

1. Strategy = Promise and promises are hard to keep

2. Design a holistic experience that fulfills the promise

3. Give your people the proper skills and motivation

4. Enable their success with the right processes and tools

ThankYou!

WWW.STRATEGYACTIVATION.COM

Secret To Successful Execution Share

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