Collaborative Promotion Optimization · 2020-03-01 · P URPRWLRQ2SWLPL]DWLRQ, QVWLWXWH ) DOO6...
Transcript of Collaborative Promotion Optimization · 2020-03-01 · P URPRWLRQ2SWLPL]DWLRQ, QVWLWXWH ) DOO6...
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-
Collaborat ive
Market ing
is BIGGER
in Dallas!
Collaborat ive Promot ion Opt imizat ion & Cont inuous Improvement Summit
Speaker: Jim Maholic VP, Management Consulting Consumer Products & Retail Industries Hitachi Consulting Dallas, TX
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved
Presentation Topics
• Quick Bio
• What is a Business Case?
• Justifying Capital Projects
• Three Vital Questions
• The H.E.A.R. Method
• The Seven Deadly Sins of Failed Business Cases
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
• Twice a CIO for Consumer Goods Manufacturers
• 20+ years in IT Strategy • Published author • Book was featured in CIO Magazine
(Oct 2013) • Book awarded Bronze Medal in 2014
Axiom Business Book Review
© Copyright 2014 Jim Maholic All Rights Reserved
Quick Biography
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 51
What is a Business Case?
• It presents the justification for a capital project in business terms
• Makes the case for change
• Tells the whole story (from pain to gain)
• Conveys urgency without hysteria
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 17
Justifying a Capital Project
• Increase revenue
• Reduce expenses
• Optimize assets
• Improve productivity
Proposal must align with corporate business drivers
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 18
Non-financial Justification
• Strategic imperative
• Regulation compliance
• Business continuity
• Security
• Risk mitigation
Financial justifications are always best
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 7
Three Vital Questions
• Why do anything?
• Why is your proposal the best solution?
• Why must we act now?
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 1
The H.E.A.R. Method
• Hypothesis
• Evidence
• Analysis
• Recommendation
Listening is a critical skill for successful business case development
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
Seven Deadly Sins
© Copyright 2014 Jim Maholic All Rights Reserved
1. Overemphasizing your spreadsheet
2. Assuming approval
3. Exhibiting hubris
4. Bypassing gaps
5. Overselling exploration
6. Blindly trusting your intuition
7. Confusing justification with negotiation
Refer to chapter 6
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 6
1. Overemphasizing Your Spreadsheet • It represents, but does not
make your case by itself
• It is one aspect of your business case (like one witness in a court case)
• It is common to rely too heavily on this at the expense of more important evidence
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 6
2. Assuming Approval
• Benefits are projected, but not guaranteed
• Your proposal is subject to your biases
• Executives have experience in picking apart weak business cases
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 6
3. Exhibiting Hubris
• Skeptics are not magically converted
• At least one approver has no idea what the issues are or what the potential impact is of your proposal
• At least one approver wants to reject your proposal to advance one of their own
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 6
4. Bypassing Gaps
• Certain companies are private about their financials
• Certain business areas may not accurately know their costs
• Without numbers you cannot prepare a thorough business case
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 6
5. Overselling Exploration
• The more you dig, the more you subtract
• The more you dig, the better you confirm
• The more you dig, the more you improve the credibility of your numbers (even if smaller)
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 6
6. Blindly Trusting Intuition
• Don’t assume every proposal pays for itself
• Benefits must outweigh costs
• Numbers carry much more weight than mere words
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 6
7. Confusing Justification with Negotiation
• Just because the business case shows value in the proposal, that does not mean that the company is willing to pay a higher fee to implement it
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved
In Summary
• Business cases need not be confusing
• Business cases require careful thought and planning
• A well done business case paves the way for a successful project
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
![Page 19: Collaborative Promotion Optimization · 2020-03-01 · P URPRWLRQ2SWLPL]DWLRQ, QVWLWXWH ) DOO6 XPPLW 'DOODV 7 ; TPM- TPO - Collaborative Marketing is BIGGER in Dallas! Collaborative](https://reader035.fdocuments.us/reader035/viewer/2022081521/5ed18e2e5053201b4d5aa9a6/html5/thumbnails/19.jpg)
Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
![Page 20: Collaborative Promotion Optimization · 2020-03-01 · P URPRWLRQ2SWLPL]DWLRQ, QVWLWXWH ) DOO6 XPPLW 'DOODV 7 ; TPM- TPO - Collaborative Marketing is BIGGER in Dallas! Collaborative](https://reader035.fdocuments.us/reader035/viewer/2022081521/5ed18e2e5053201b4d5aa9a6/html5/thumbnails/20.jpg)
Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 6
Wrap Up
• Books are available in the back.
• Reach out to me on LinkedIn (be sure to mention this conference so I know who you are)
• Questions? Comments?
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Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 6
Seven Deadly Sins
![Page 22: Collaborative Promotion Optimization · 2020-03-01 · P URPRWLRQ2SWLPL]DWLRQ, QVWLWXWH ) DOO6 XPPLW 'DOODV 7 ; TPM- TPO - Collaborative Marketing is BIGGER in Dallas! Collaborative](https://reader035.fdocuments.us/reader035/viewer/2022081521/5ed18e2e5053201b4d5aa9a6/html5/thumbnails/22.jpg)
Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 6
Seven Deadly Sins
![Page 23: Collaborative Promotion Optimization · 2020-03-01 · P URPRWLRQ2SWLPL]DWLRQ, QVWLWXWH ) DOO6 XPPLW 'DOODV 7 ; TPM- TPO - Collaborative Marketing is BIGGER in Dallas! Collaborative](https://reader035.fdocuments.us/reader035/viewer/2022081521/5ed18e2e5053201b4d5aa9a6/html5/thumbnails/23.jpg)
Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 6
Seven Deadly Sins
![Page 24: Collaborative Promotion Optimization · 2020-03-01 · P URPRWLRQ2SWLPL]DWLRQ, QVWLWXWH ) DOO6 XPPLW 'DOODV 7 ; TPM- TPO - Collaborative Marketing is BIGGER in Dallas! Collaborative](https://reader035.fdocuments.us/reader035/viewer/2022081521/5ed18e2e5053201b4d5aa9a6/html5/thumbnails/24.jpg)
Promotion Optimization Institute • Fall Summit 2014 • Dallas, TX
TPM-TPO-Collaborat ive Market ing
is BIGGER in Dallas!
© Copyright 2014 Jim Maholic All Rights Reserved Refer to chapter 6
Seven Deadly Sins