Internal Marketing for Strategy Implementing!The-Next-2... · Business is Transforming...! Social...
Transcript of Internal Marketing for Strategy Implementing!The-Next-2... · Business is Transforming...! Social...
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Internal Marketing for Strategy
Implementing!The NEXT — Breaking out of the Vicious Cycle
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Is Today Business
Achieving What
They Could
Achieve?
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Automation to Digitalization
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The Evolution ... !
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The Devolution ... !
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The Revolution ... !
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Business is Transforming...!
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Business is Transforming...!
Social
Networking
Global
Connectivity
Big
Data
AI
Robotics
Augmented
Reality
Cloud
Computing
Social
Business
Internet
of Things
Virtual
Reality
Data
Security
Mobility
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And So Are We...
OR Maybe Not
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Today’s Corporate Life
Today's Technology Provides MORE:
MORE information than ever before.
MORE customers to please.
MORE tasks to juggle.
MORE meetings, e-mails, & calls to respond to.
Half FULL
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Today’s Corporate Life
Today's Workplace Giving LESS:
LESS focused attention.
LESS time for any given task.
LESS reflective thinking.
LESS energy, engagement and commitment.
Half EMPTY
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Demanding MORE, Getting LESS.
Demanding Bigger sales, while getting LESS customer
satisfaction.
Demanding Faster customer service, while getting
LESS loyalty.
Demanding Higher profits, while getting LESS reflective
long-term planning.
The Vicious Cycle
Today’s Corporate Life
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Ericsson’s Violinists40 young violinists researched
for performance, According to
Ericsson's research, the reason
people don’t show outstanding
performers, is that they haven't
ENGAGED in a process he
calls:
"DELIBERATE PRACTICE"
Trying activities beyond current abilities
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Tower Perrin’s Global Workforce(Today Willis Towers Watson)
Applied on 90K employees in 18 countries!
Only 20% found fully ENGAGED.
40% found CAPABLE but not fully committed
40% were DISENGAGED
Companies with the most ENGAGED employees reported
19% increase in income, and 28% growth in earnings.
In those companies 90% of employees had no plans
to leave.
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Gallup Q12 index
Gallup’s employee engagement research based on more
than 3 decades of study involving some 17 million
employees.
Single most important factor for employees
commitment, is the quality of their relationship with
their direct superiors
Half of the 12 factors of producing high engagement,
and productivity are connected to the issue of feeling
valued.
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is MORE really better
The principle that FASTER, BIGGER, and STRONGER,
generates greater value to business need to be revised.
For that value is shallow, short-term, and can’t be
sustained.
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DOEffectiveness lies NOT
in creative strategy
DESIGN, but in
enduring the ability to
IMPLEMENT those
strategies
Doing things right
or Doing the right things ...!
still requires us to:
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Is your Team Doing
Are they GOING to do the job?
Are they WILLING to do the job?
Are they READY to do the job?
Are they FOCUSED on the Job?
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Today’s Corporate Hazards
Vertical Confidence
Horizontal Conflicts
Internal Chaos
Acute Confusion
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Strategy and Implementation
are INTERDEPENDENT
A Route to planning and operationalizing
implementation is INTERNAL MARKETING
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Internal Marketing
Gaining the Internal Support
Changing Internal Attitudes and Behavior
Winning Commitment (Ownership)
Managing incremental Culture changes
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Moving from ‘this is the way we ALWAYS DO
things’ to ‘this is the way we NEED TO DO
things to be successful’
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Implementation Pitfalls
Strategic Inertia - (Resistance to Change)
Lack of Commitment - (Executives Part-time Attitude)
Strategy Drifting - (Lack of Focus)
Strategic Dilution - (Urgency Vs Importance)
Failure to understand Progress - (Monitoring Progress)
Initiative Fatigue - (Too many Top Priorities)
Impatience - (Expecting Fast Results)
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Engagement Needs Energy
Energy Dimensions
PHYSICAL
EMOTIONAL
MINTAL
SPIRITUAL
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Business Needs Energizers NOT Flatlines
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Internal Marketing
IM uses the marketing perspective for managing an
organization’s Human Resources
Primary focus on the Employee - Employer Exchange
relationship
Jobs are internal products
Employees are internal customers
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Internal Marketing
IM crosses marketing and HRM functional boundaries
and aims to create a balance between both Employees
and Employers perceptions for their exchange
relationship.
IM involves the generation and distribution of
intelligence affecting the wants and needs of
employees, and the design and implementation of
appropriate responses to those wants and needs
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Core Employees
Needs
Internal Marketing
Significance
Self-Expression
Security
Sustainability
Survival
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Internal Marketing
By Modifying Existing Marketing Tools and techniques
to the internal environment of the firm
Applying the principals of marketing to:
• Job Design
• Employees Motivation
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Internal Marketing
In few companies it goes BEYOND just
internal communication.
From Internal Branding (IB) to
Employee Buy-in to Business Goals
Corporate Values and Strategies
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Internal Marketing
Foundations IM Reflection
Intranet, e-mails, Newsletters Give Employees a Voice
Enterprise Social NetworkingHelp Employees Know
one another
Business Needs for
Performance
Management Needs for
Engagement
Business Goals Reward, Recognize, Rejoice
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Internal MarketingThe Ultimate Purpose is to Increase Employee
ENGAGEMENT for BUSINESS BENEFITS.
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Internal Marketing
Employee
Equity
Customer
Equity
Brand
Equity
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“Psychological Contract Exists”
Employers Make Promises and
Employees Makes Commitments