tag:blogger.com,1999:blog-70289161313329724662024-03-14T11:07:27.152+01:00Rafael OrtizInnovation, leadership, strategy, marketing, sales management, b2b, marathon.Unknownnoreply@blogger.comBlogger38125tag:blogger.com,1999:blog-7028916131332972466.post-41487307388921270772018-01-03T18:39:00.000+01:002018-01-03T18:39:33.901+01:00Hazte la pregunta adecuada<div style="text-align: center;">
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El pasado septiembre tuve el privilegio de participar como ponente en la quinta edición de <a href="http://tedxalcarriast.com/" target="_blank">TEDxAlcarriaSt</a>. Los organizadores me invitaron a compartir las claves que me permitieron descubrir hace años mis dos pasiones (correr y mi profesión) y que me siguen permitiendo disfrutar de ellas a día de hoy.</div>
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Después de reflexionar bastante tiempo llegué a varias conclusiones. La primera y más relevante fue darme cuenta de <b class="">la importancia de hacerme las preguntas adecuadas</b>. Tengo que confesar que tanto en mi vida profesional como deportiva nunca tuve claro qué quería hacer. En ambos casos llegué a encontrar mi camino haciéndome justo la pregunta contraria: ¿qué no quería ser?, ¿en qué no me quería convertir? Me llevó mucho tiempo encontrar mis pasiones. <span class=""><b>Mucha prueba y error.</b></span> Y aquí llega el aprendizaje: <b class="">tu pasión no siempre es obvia</b> y para la mayoría de las personas encontrarla requiere bastante perseverancia. </div>
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La segunda conclusión importante es que, una vez encontrada esa pasión, <b class="">hay que cultivarla y hacerla crecer</b>. Creo firmemente en que todos debemos encontrar aquello que nos hace felices pero al mismo tiempo es importante recordar que casi nada subsiste sin esfuerzo. Yo tengo una filosofía muy sencilla que comienza con una pregunta poderosa que me hago a mí mismo cada vez que me surge un nuevo reto: <b class="">¿quiero hacerlo?</b>, ¿de verdad estoy comprometido a hacerlo? Si la respuesta es afirmativa y encuentro en mi mismo el nivel de compromiso necesario, el siguiente paso es <b class="">eliminar las excusas.</b> Ya anticipo que no es fácil pero no hay alternativa. A continuación me fijo un <b class="">objetivo claro</b> y me concentro en su ejecución. Y, por supuesto, hago todo lo posible por <b class="">disfrutar</b> del proceso.</div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-15066242512949843392017-08-04T13:45:00.000+02:002017-08-04T13:45:32.885+02:00Próximo reto: TEDxAlcarriaStEl próximo 30 de septiembre tendrá lugar en Guadalajara una <a href="http://tedxalcarriast.com/" target="_blank">nueva edición de TEDxAlcarriaSt</a> al que he sido <a href="http://tedxalcarriast.com/rafael-ortiz-sexto-ponente-confirmado-tedxalcarriast-2017/" target="_blank">invitado a participar como ponente</a>. Un nuevo reto que asumo con mucha energía e ilusión.<br />
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Next September 30th will take place in Guadalajara, Spain, a <a href="http://tedxalcarriast.com/" target="_blank">new edition of TEDxAlcarriaSt</a> to which I have been <a href="http://tedxalcarriast.com/rafael-ortiz-sexto-ponente-confirmado-tedxalcarriast-2017/" target="_blank">invited to participate as a speaker</a>. A new challenge that I assume with great energy and enthusiasm.<br />
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<br />Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-11293666622260379402016-06-11T18:33:00.000+02:002016-06-11T18:38:35.123+02:00What it takes to innovate without an innovation department<div class="MsoNormal">
<span lang="EN-GB" style="mso-ansi-language: EN-GB;">When it
comes to innovation, we usually face two main challenges.<o:p></o:p></span></div>
<div class="MsoNormal">
</div>
<ul>
<li><span style="text-indent: -18pt;">Not
everyone understands well the true value of innovation. So I like to say that </span><b style="text-indent: -18pt;">innovation is the art of turning ideas into
business</b><span style="text-indent: -18pt;"> (and money) in the mid and long term.</span></li>
</ul>
<ul>
<li><span style="text-indent: -18pt;">The
hardest part of innovation is not having an idea: the hardest thing is to carry
it out. The good news is that although the innovative idea fails, we always
have the opportunity to learn from failures.</span></li>
</ul>
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<div class="MsoNormal">
But let’s
start at the very beginning. The first decision to make is what kind of
innovation we want to do. This point is very important because it will
determine who should take the lead and how.</div>
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<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Different levels of innovation:<o:p></o:p></span></b></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-GB" style="mso-ansi-language: EN-GB;">According
to </span><span lang="ES-TRAD"><a href="https://www.innovationpolicyplatform.org/"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">The Innovation Policy Platform</span></a></span><span lang="EN-GB" style="mso-ansi-language: EN-GB;"> “a radical or disruptive
innovation is one that has a significant impact on a market and on the
economic activity of firms in that market, while
incremental innovation concerns an existing product, service,
process, organization or method whose performance has been significantly
enhanced or upgraded”.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<b><span lang="EN-GB">Radical innovation</span></b><span lang="EN-GB"> implies risk and has to be driven <b>from the top to bottom</b> and to make it
work you have to exclude from the daily team and give to a separate business
unit.</span><br />
<br />
<b><span lang="EN-GB">Incremental innovation</span></b><span lang="EN-GB"> implies lower risk and has to be
driven from <b>the bottom to up</b>. To get
it done you need to create an internal culture in the organization.</span></div>
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<br /></div>
<div class="MsoNormal">
<span lang="EN-GB" style="mso-ansi-language: EN-GB;">When
there’s no innovation department and we expect innovation to surface among
employees of the organization (therefore incremental innovation) then some
conditions must be met. Somehow there must be a <a href="http://www.rafaelortiz.net/2012/07/the-challenge-of-innovation.html" target="_blank">culture of innovation</a> with the
following approach:<o:p></o:p></span></div>
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<br /></div>
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<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Jump and learn: learning by doing<o:p></o:p></span></b></div>
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<span lang="EN-GB" style="mso-ansi-language: EN-GB;">Most of the
innovative ideas are already in the organization, although for many reasons
very few arise. Not everybody feels comfortable when taking risks or dealing
with uncertainty. And definitely only a few are willing to devote extra time to
these processes. Therefore, the most important thing is to find the right
people with the right attitude. <o:p></o:p></span></div>
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<br /></div>
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<span lang="EN-GB" style="mso-ansi-language: EN-GB;">From this
point, we must devote the right time for planning and then move on to
implementation rapidly. Only by<b style="mso-bidi-font-weight: normal;"> applying
the appropriate methodology, </b>we will ensure that<b style="mso-bidi-font-weight: normal;"> we learn from the failures </b>and
we incorporate our learnings in new innovation processes. <b><o:p></o:p></b></span></div>
<div class="MsoNormal">
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<div class="MsoNormal">
<b><span lang="EN-GB">Ownership & rewards: people first</span></b></div>
<div class="MsoNormal">
<span lang="EN-GB" style="mso-ansi-language: EN-GB;">It is
highly recommended that the team that will develop the new idea feel that owns
the process. The best scenario is one in which the team developing the idea is
also the team that starts and operates it. Betting on teamwork is a way to
significantly increase the probability of success and collective learning.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Questioning<o:p></o:p></span></b></div>
<div class="MsoNormal">
<span lang="EN-GB" style="mso-ansi-language: EN-GB;">In my post
“</span><span lang="ES-TRAD"><a href="http://www.rafaelortiz.net/2014/12/questioning-in-business.html"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Questioning in business</span></a></span><span lang="EN-GB" style="mso-ansi-language: EN-GB;">” I mentioned Yamashita’s
considerations: “Company leaders are realizing that if they’re only asking the
small questions, it’s not going to advance their agenda, their position or
their brands. In order to innovate now, they have to ask more expansive
questions”.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Devote time (quantity and quality)<o:p></o:p></span></b></div>
<div class="MsoNormal">
<span lang="EN-GB" style="mso-ansi-language: EN-GB;">If we are
truly committed to innovation, it is essential to dedicate a specific time in
our agendas. Senior management full alignment is also essential. <o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<b style="mso-bidi-font-weight: normal;"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Training</span></b></div>
<div class="MsoNormal">
As I said
before if we want to ensure that the innovation process works (results and / or
lessons for the future) is essential to use a rigorous methodology. And that
cannot be improvised. It is essential to have adequate training provided by the
company.<br />
<br />
<br />
Other posts on innovation:<br />
<a href="http://www.rafaelortiz.net/2012/07/the-challenge-of-innovation.html" target="_blank">The challenge of innovation</a><br />
<a href="http://www.rafaelortiz.net/2013/09/innovation-prowess-lessons-from.html" target="_blank">Innovation prowess</a><br />
<a href="http://www.rafaelortiz.net/2013/03/the-role-of-leader-in-innovation-process.html" target="_blank">The role of the leader in the innovation process</a><br />
<br /></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-50403635479316579812015-09-01T13:44:00.000+02:002015-09-01T13:44:06.737+02:004 business lessons from running a marathon<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWFqU_U7eiD9L1na29q6W6MBnARM3621ShwWqGuWtwjAtZLabsBUT60nVStXUUYcAzcIACo30iSmbCOqM6nGaKIqg9GMUWaQyfW_W0f_5lj4ttdpssZc3MUcYws9FPhFhx35FjVndkXhY/s1600/Madrid-Maraton.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="356" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWFqU_U7eiD9L1na29q6W6MBnARM3621ShwWqGuWtwjAtZLabsBUT60nVStXUUYcAzcIACo30iSmbCOqM6nGaKIqg9GMUWaQyfW_W0f_5lj4ttdpssZc3MUcYws9FPhFhx35FjVndkXhY/s640/Madrid-Maraton.png" width="640" /></a></div>
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<div class="MsoNormal">
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;">A
little more than two years ago, when I had just beaten my personal record in
the Madrid Marathon, <a href="http://www.rafaelortiz.net/2013/01/the-challenge-of-marathon-businessman.html" target="_blank">I wrote a post</a> in which I explained some of the key
factors which had allowed me to run a distance measuring more than one stretch
around the planet.<o:p></o:p></span></div>
<div style="text-align: justify;">
</div>
<div class="MsoNormal">
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><br /></span></div>
<div class="MsoNormal">
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;">From
then on, and although 16 years have gone by since I started to run, I haven’t
stopped learning. Each race is unique and therefore a chance to keep on
learning and know yourself a little better. In this last two marathons, for
example, I have learnt four major lessons which can be applied really easily to
the professional environment:<o:p></o:p></span></div>
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<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><br /></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 0cm; mso-add-space: auto;">
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><b>Confidence in oneself</b> is
vital but it should not fall on attempting to underestimate your external
conditions or overvalue your own abilities. Because of this, <b>flexibility and
adaptability </b>are two fundamental ingredients when it comes to tackling
unexpected challenges (from a small lesson when preparing for our race to a
sudden change in the commercial strategy of our main competitor).<o:p></o:p></span></div>
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<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><br /></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 0cm; mso-add-space: auto;">
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><b>Planning and preparing
</b>are keys to success. There are no possible shortcuts: in order to achieve our
objective and finish the race in the desired time we need a combination of
<b>perseverance, resilience and a lot of will power</b>. And, like in the business
world, it is really important to be impeccable in the <b>execution and follow-up</b>
of measurements which make up our desired performance.</span><span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 14.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><o:p></o:p></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 0cm; mso-add-space: auto;">
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><br /></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 0cm; mso-add-space: auto;">
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><b>Having a planned
strategy</b> for the whole course is indispensible- we cannot just focus on the
short term. It is important to always remember what the final objective is and
to ration our energy levels for the whole of the race (or the whole of the tax
year). This will help us to overcome the well-known “wall” effect which comes
up half way through a race, or to deal with any half-year profits which aren’t
particularly brilliant. </span><span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 14.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><o:p></o:p></span></div>
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</span></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: 0cm; mso-add-space: auto;">
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><br /></span></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: 0cm; mso-add-space: auto;">
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><b>Honesty with oneself</b>.
Dreaming and thinking big are not big challenges but they can become dangerous
if we do not act with the right criteria. Whenever I have managed to meet my
sporting objectives there has been a strategy designed beforehand: starting
with a look at my abilities when it comes to preparation and being honest with
myself in terms of my potential to develop in the time remaining, I have come
up with some aims which, although ambitious, were sensible, along with
realistic training plans. I insist on honesty with myself because we cannot
expect miracles to happen. If something happens, it will surely impact
negatively on the expected performance: never the other way around.<o:p></o:p></span></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: 0cm; mso-add-space: auto;">
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><br /></span></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: 0cm; mso-add-space: auto;">
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;">And a final lesson on travel
companions. Counting on the support of your family and friends when it comes to
marathons and your colleagues in the professional world is, without a doubt,
the greatest incentive to keep going until you reach your goal. Without them,
it’s mission impossible. As an African proverb says “<b>If you want to go fast, go
alone. If you want to go far, go accompanied</b>”. And I like to add “accompanied
with the best people”.</span><br />
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><br /></span>
<span lang="EN-GB" style="font-family: "Cambria","serif"; font-size: 12.0pt; line-height: 115%; mso-ansi-language: EN-GB; mso-bidi-font-size: 11.0pt;"><a href="http://www.rafaelortiz.net/2015/09/4-lecciones-para-los-negocios-que-he.html" target="_blank">Versión en español de este post</a></span></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-63371202122158020402015-09-01T13:42:00.001+02:002015-09-01T13:42:18.923+02:004 lecciones para los negocios que he aprendido corriendo un maratón<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLdzCaU-IyMsgkewAKHU7icpkMuUbmDE2zRprIEbYfGyDHmR3XPEBnIOwuVaZ0EEVncGNzi2iAtK-tu36ntFypUu-Tmav2l4xr_niJa6-k-tk3Tf76GJK5GyRvfNv4bw1hziWo9KMZz54/s1600/Madrid-Maraton.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="356" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiLdzCaU-IyMsgkewAKHU7icpkMuUbmDE2zRprIEbYfGyDHmR3XPEBnIOwuVaZ0EEVncGNzi2iAtK-tu36ntFypUu-Tmav2l4xr_niJa6-k-tk3Tf76GJK5GyRvfNv4bw1hziWo9KMZz54/s640/Madrid-Maraton.png" width="640" /></a></div>
<br />
<div class="MsoNormal">
<span lang="ES-TRAD">Hace algo más de dos años, coincidiendo
con la que ha sido hasta ahora mi mejor marca en el Maratón de Madrid, <a href="http://www.rafaelortiz.net/2013/01/the-challenge-of-marathon-businessman.html">escribí
un post</a> en el que explicaba algunas
de las claves que me han permitido correr la distancia equivalente a más de una
vuelta al mundo.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<br />
<div class="MsoNormal">
<span lang="ES-TRAD">Desde entonces, y aunque han pasado ya 16
años desde que empecé a correr, no he dejado de aprender. Cada carrera es única
y, por tanto, una oportunidad para seguir aprendiendo y para conocerte un poco
mejor. En los dos últimos maratones, por ejemplo, he aprendido cuatro grandes
lecciones que pueden aplicarse muy bien al entorno profesional:<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="ES-TRAD"><br /></span></div>
<div class="MsoNormal">
<span lang="ES-TRAD"><b>La confianza en uno mismo</b> es fundamental
pero no se debe caer en la tentación de
subestimar las condiciones externas ni sobrevalorar tus propias capacidades.
Por ello, <b>flexibilidad y adaptabilidad </b>son dos ingredientes fundamentales para
abordar retos inesperados (desde una pequeña lesión en el caso de la
preparación de nuestra carrera hasta un cambio repentino en la estrategia
comercial de nuestro principal competidor). <o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="ES-TRAD"><br /></span></div>
<div class="MsoNormal">
<span lang="ES-TRAD"><b>La planificación y la preparación son la
clave del éxito</b>. No hay atajos posibles: para conseguir cumplir nuestro
objetivo y terminar la carrera en el tiempo objetivo es necesaria una
combinación de <b>perseverancia, resiliencia y mucha fuerza de voluntad</b>. Y, como
en el mundo de los negocios, es realmente importante ser impecables en la
ejecución y en el seguimiento de las métricas que objetivan nuestro rendimiento.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="ES-TRAD"><br /></span></div>
<div class="MsoNormal">
<span lang="ES-TRAD"><b>Es imprescindible tener una estrategia</b>
meditada para todo el recorrido y no concentrarnos sólo en el corto plazo. Es
importante recordar en todo momento cuál es el objetivo final y dosificar las
fuerzas para toda la carrera (o todo el año fiscal). Esto nos ayudará a superar
el famoso efecto del “muro” a mitad de carrera o a enfrentar unos resultados de
mitad de año no especialmente brillantes.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="ES-TRAD">
</span></div>
<div class="MsoNormal">
<span lang="ES-TRAD"><br /></span></div>
<div class="MsoNormal">
<span lang="ES-TRAD"><b>Sinceridad con uno mismo</b>. Soñar y pensar
en grande es muy estimulante pero puede volverse peligroso si no lo hacemos con
suficiente criterio. En todas las ocasiones en las que he conseguido cumplir
mis objetivos deportivos ha habido una estrategia previa diseñada para ello:
partiendo de un diagnóstico de mis propias capacidades en el momento de
comenzar la preparación y siendo honesto conmigo mismo respecto al potencial a
desarrollar en el tiempo restante, me he planteado unos objetivos ambiciosos
pero sensatos y un plan de entrenamiento realista. Insisto en la honestidad con
uno mismo porque no se pueden esperar milagros. Si algo pasa, seguramente será
para impactar negativamente en el rendimiento esperado: casi nunca al revés.<o:p></o:p></span></div>
<div class="MsoNormal">
<span lang="ES-TRAD"><br /></span></div>
<div class="MsoNormal">
<span lang="ES-TRAD"></span></div>
<div class="MsoNormal">
<span lang="ES-TRAD">Y una última lección sobre los
compañeros de viaje. Contar con el apoyo de tu familia y de tus amigos en el
caso del maratón y de tus colegas en el mundo profesional es, sin duda, el
mayor aliciente para seguir adelante hasta cumplir el objetivo. Sin ellos, es
misión imposible. Como dice un proverbio africano, “<b>si quieres ir rápido camina
solo, si quieres llegar lejos ve acompañado</b>”. Y yo añado “<b>acompañado de los
mejores</b>”.<o:p></o:p></span><br />
<span lang="ES-TRAD"><br /></span>
<span lang="ES-TRAD"><a href="http://www.rafaelortiz.net/2015/09/4-business-lessons-from-running-marathon.html" target="_blank">English version of this post</a></span></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-90267191579148124142014-12-28T19:10:00.000+01:002014-12-28T19:10:35.719+01:00Questioning in business<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj-DZc7lMKVy5m51FeRYhECxVMVrrS24OZej2xyoeWyRkmNjMoDY9VfcgfTW66rlvy9NRIx7QYOvHaylD9V626C3m74hyEfCgGoXve7qD-LG2QfPbP-G7TJ3oFSuK9p1erpnCHvCKgAG8U/s1600/Question.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj-DZc7lMKVy5m51FeRYhECxVMVrrS24OZej2xyoeWyRkmNjMoDY9VfcgfTW66rlvy9NRIx7QYOvHaylD9V626C3m74hyEfCgGoXve7qD-LG2QfPbP-G7TJ3oFSuK9p1erpnCHvCKgAG8U/s1600/Question.png" /></a></div>
<div class="MsoNormal">
<span style="font-size: large;"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Today, in a
world where market conditions and challenges have become even more complex,
uncertain and subject to radical disruption across all economic sectors, some
authors like </span><span lang="ES-TRAD"><a href="http://www.claytonchristensen.com/"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Clayton Christensen</span></a></span><span lang="EN-GB" style="mso-ansi-language: EN-GB;"> feel that most of the corporate leaders are not still asking the right
questions. To explain this it is necessary to come back to the “efficiency era”
(early nineties) when it was all about asking “<i style="mso-bidi-font-style: normal;">how can we save a little bit of money, make it a little more efficient,
where can we cut costs?</i>”. </span><span lang="ES-TRAD"><a href="http://www.linkedin.com/pub/keith-yamashita/1/1b6/978"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Keith Yamashita</span></a></span><span lang="EN-GB" style="mso-ansi-language: EN-GB;"> calls it the <i>era of small-minded
questions</i>.<o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-GB" style="mso-ansi-language: EN-GB;"><span style="font-size: large;">This
explains how market leading companies in the tech sector and other industries
are getting blindsided by newcomers offering products or services that may not
have been as good, but are simpler, more convenient and more affordable.<span style="mso-spacerun: yes;"> </span>Consider, for example, the big
telecommunication companies and businesses like <a href="https://www.whatsapp.com/?l=en" target="_blank">WhatsApp</a>, <a href="https://www.skype.com/" target="_blank">Skype</a>, etc. These new
players are innovating at the low end of the market where the real potential
for breakthrough innovation is. And why most of the big companies doesn’t
pursue disruptive innovation this way too? Simply because they should have to
move away from all they had worked so hard to build.<o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span lang="EN-GB" style="mso-ansi-language: EN-GB;"><span style="font-size: large;">Fortunately
Yamashita thinks that this era is ending: “<i>Company leaders are realizing that
if they’re only asking the small questions, it’s not going to advance their
agenda, their position or their brands. In order to innovate now, they have to
ask more expansive questions</i>”.<o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: large;"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">The old
model doesn’t lend itself particularly well to a market that favours speed,
flexibility and collaborative inquiry. Changing to the new model where ambitious
and open-ended questions like “<i>Why? What if? or How?</i>” are fully present
requires difficult shifts in ingrained policies and approaches. </span><span lang="ES-TRAD"><a href="http://en.wikipedia.org/wiki/Eric_Ries"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Eric Ries</span></a></span><span lang="EN-GB" style="mso-ansi-language: EN-GB;">, the pioneer of the </span><span lang="ES-TRAD"><a href="http://theleanstartup.com/"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Lean Startup</span></a></span><span lang="EN-GB" style="mso-ansi-language: EN-GB;"> movement, says, “<i>the industrial economy was all about knowing the
answer and expressing confidence. If you did your homework, you were supposed
to know. If you had unanswered questions, that meant you did a bad job and
wouldn’t get rewarded</i>”. On the other hand, “<i>the pressure on short-term results
tends to give questioning out of the equation</i>” (</span><span lang="ES-TRAD"><a href="http://www.tonywagner.com/"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Tony Wagner</span></a></span><span lang="EN-GB" style="mso-ansi-language: EN-GB;">, Harvard). <o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<span style="font-size: large;"><span lang="ES-TRAD"><a href="http://warrenberger.com/"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">Warren Berger</span></a></span><span lang="EN-GB" style="mso-ansi-language: EN-GB;"> admits in his book “</span><span lang="ES-TRAD"><a href="http://amorebeautifulquestion.com/"><span lang="EN-GB" style="mso-ansi-language: EN-GB;">A more beautiful question</span></a></span><span lang="EN-GB" style="mso-ansi-language: EN-GB;">” that even for those inclined to
question, the most difficult thing is knowing what to ask... For this reason he
suggests to ask questions at the most fundamental level -questions of purpose
like:<o:p></o:p></span></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoListParagraphCxSpFirst" style="mso-list: l0 level1 lfo1; text-indent: -18.0pt;">
</div>
<ul>
<li><span style="font-size: large;"><span lang="EN-GB" style="font-family: Symbol; text-indent: -18pt;"><span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-GB" style="text-indent: -18pt;">Why are we in business? (And by the
way- what business are we really in?)</span></span></li>
<li><span style="font-size: large;"><span lang="EN-GB" style="font-family: Symbol; text-indent: -18pt;"><span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-GB" style="text-indent: -18pt;">What if our company didn’t exist?</span></span></li>
<li><span style="font-size: large;"><span lang="EN-GB" style="font-family: Symbol; text-indent: -18pt;"><span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-GB" style="text-indent: -18pt;">What if we could become a cause and
not just a company?</span></span></li>
<li><span style="font-size: large;"><span lang="EN-GB" style="font-family: Symbol; text-indent: -18pt;"><span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-GB" style="text-indent: -18pt;">How can we make a better experiment?</span></span></li>
<li><span style="font-size: large;"><span lang="EN-GB" style="font-family: Symbol; text-indent: -18pt;"><span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-GB" style="text-indent: -18pt;">If we brainstorm in questions, will
lightning strike?</span></span></li>
<li><span style="font-size: large;"><span lang="EN-GB" style="font-family: Symbol; text-indent: -18pt;"><span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-GB" style="text-indent: -18pt;">Will anyone follow a leader who
embraces uncertainty?</span></span></li>
<li><span style="font-size: large;"><span lang="EN-GB" style="font-family: Symbol; text-indent: -18pt;"><span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-GB" style="text-indent: -18pt;">Should mission statements be mission
questions?</span></span></li>
<li><span style="font-size: large;"><span lang="EN-GB" style="font-family: Symbol; text-indent: -18pt;"><span style="font-family: 'Times New Roman';"> </span></span><span lang="EN-GB" style="text-indent: -18pt;">How might we create a culture of
inquiry?</span></span></li>
</ul>
<!--[if !supportLists]--><br />
<div class="MsoNormal">
<span style="font-size: large;">At this
point, the big question is: </span><b><span style="font-size: large;">are you
prepared to ask the right questions in your business?</span></b></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-26573239494785632892014-08-14T12:01:00.000+02:002014-08-14T12:01:11.327+02:00Facing the new challenges of marketing<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsvQ5_zbPuPaDhc2Pd8h6yivXGZP9gmURgk2NGqV5dZiXjZTjGZhhGXFiaSt_pyl4F662nKJVN5pcahqPxeF6J1dmuvacZJUt7Ahre_j1abyMbc__P4XM9_qo6Twmw_QBYHRLDwUY91_8/s1600/MARKETING.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgsvQ5_zbPuPaDhc2Pd8h6yivXGZP9gmURgk2NGqV5dZiXjZTjGZhhGXFiaSt_pyl4F662nKJVN5pcahqPxeF6J1dmuvacZJUt7Ahre_j1abyMbc__P4XM9_qo6Twmw_QBYHRLDwUY91_8/s1600/MARKETING.png" /></a></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<a href="http://hbr.org/">HBR</a> spotlights in its last issue <a href="http://hbr.org/2014/07/the-ultimate-marketing-machine/ar/1">the new
challenges of Marketing</a> in the digital age. They address this subject from
three different perspectives:</div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b style="mso-bidi-font-weight: normal;"><span lang="ES-TRAD">The latest (and the
best) in marketing<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b style="mso-bidi-font-weight: normal;"><span lang="ES-TRAD"><br /></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES-TRAD">In other words: what strategies, structures and capabilities
should marketers adopt to excel? <a href="http://mbvermeer.com/index.php?/global-marketing/global-marketing-2020">The
Marketing2020 Study</a> surveyed more than 10.000 marketing executives about
their organizations’ data analytics capabilities, brand strategy,
cross-functional and global interactions, employee engagement, and other
factors. High performers excelled in their ability to leverage customer
insight, communicate a societal purpose and deliver a rich customer experience.
They also demonstrated superior cross-functional collaboration, strategic
focus, organizational agility and training through fluid organizational
structures where Marketing is a core facilitator.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES-TRAD">Here’s how the best meet the challenges of the digital age:</span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES-TRAD" style="font-family: Symbol; text-indent: -18pt;"><span style="font-family: 'Times New Roman'; font-size: 7pt;"><br /></span></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
</div>
<ul>
<li><span style="text-indent: -18pt;">they use data and analytics to improve marketing effectiveness</span></li>
<li><span style="text-indent: -18pt;">they are clearly connected to the corporate strategy</span></li>
<li><span style="text-indent: -18pt;">their employees are fully engaged with the brand purpose</span></li>
<li><span style="text-indent: -18pt;">they focus on the right metrics</span></li>
<li><span style="text-indent: -18pt;">their training programs are tailored to the specific needs of
their business</span></li>
</ul>
<br />
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b style="mso-bidi-font-weight: normal;"><span lang="ES-TRAD">Marketing collaboration<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b style="mso-bidi-font-weight: normal;"><span lang="ES-TRAD"><br /></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES-TRAD">Marketing organizations must collaborate with other functions more
than ever before but structural constraints and communication glitches often
isolate them from the information and resources they need. The marketing
pioneers are revamping the decision processes at the boundaries between
functions, focusing on planning and strategy, execution and operations and
infrastructure. It is at the seams between Marketing and the other functions
that communication most often breaks down and processes stall. Just to put an
example: in many occasions marketers and product developers believe that they have
the final say on which features to include in a new product. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES-TRAD">Some companies like <a href="http://shop.nordstrom.com/">Nordstrom</a>
have improved collaboration between marketing and other functions with simple
tools that streamline decision making by establishing clear roles, explicit
decision criteria and well-defined processes.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES-TRAD">For that reason it is imperative to decide how to decide,
assigning roles for key decisions. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES-TRAD"><a href="https://www.linkedin.com/pub/aditya-joshi/81/2a0/633">Aditya
Joshi</a> and <a href="https://www.linkedin.com/pub/eduardo-gimenez/0/47a/ba8">Eduardo
Giménez</a> suggest that as marketing works jointly with other functions at its
boundaries, it must answer questions like:<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="text-indent: -18pt;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
</div>
<ul>
<li><span style="text-indent: -18pt;">Business strategy: Where
should we double down on marketing spend? Where should we pull back?</span></li>
</ul>
<ul>
<li><span style="text-indent: -18pt;">Sales: How should we align
performance metrics to ensure that marketing and sales focus on the same
opportunities?</span></li>
</ul>
<ul>
<li><span style="text-indent: -18pt;">IT: Should we build, buy or
outsource the marketing technologies we need?</span></li>
</ul>
<ul>
<li><span style="text-indent: -18pt;">Analytics: What criteria
should we use to allocate scarce analytical resources to marketing rather than
other functions?</span></li>
</ul>
<ul>
<li><span style="text-indent: -18pt;">Pricing: How should we
determine the optimal price incentive to prompt desired customer behaviour?</span></li>
</ul>
<ul>
<li><span style="text-indent: -18pt;">Finance: How should we set
financial expectations for tried-and-true marketing investments versus unproven
but promising ones?</span></li>
</ul>
<br />
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b style="mso-bidi-font-weight: normal;"><span lang="ES-TRAD">Truly understand your
consumers<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES-TRAD"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES-TRAD">Many companies don’t really understand how many different kinds of
relationships customers can have with brands, nor do they know how to reinforce
or change those connections. These companies need to get better at capturing
data that tell which relationship types their customers are looking for. They
must shift customers toward relationships that advance the firm’s strategic
goals. That requires understanding the unspoken rules of each type of
connection and in many occasions means reorganizing marketing around
relationships.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES-TRAD">The authors of “<a href="http://hbr.org/2014/07/unlock-the-mysteries-of-your-customer-relationships/ar/1">Unlock
the mysteries of your customer relationships</a>” explain that each type of
customer relationship is governed by its own rules. For example:</span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="text-indent: -18pt;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b style="text-indent: -18pt;">Basic exchange</b><span style="text-indent: -18pt;">. The customer
enters the relationship to obtain a good product at a fair price and doesn’t
want to have to think or do too much.</span><br />
<br />
<b style="text-indent: -18pt;">Business partner</b><span style="text-indent: -18pt;">. The
customer wants to work with the company as a valued and reliable partner to
solve problems over the long term.</span><br />
<br />
<b style="text-indent: -18pt;">Fling</b><span style="text-indent: -18pt;">. The customer wants to
experiment with a new identity. He expects the company to provide excitement and
not encourage reflection or rational thinking about purchases.</span><br />
<br />
<b style="text-indent: -18pt;">Best friends</b><span style="text-indent: -18pt;">. The customer is
looking for intimacy and emotional support with a two way flow of honest
communication and expects that the company won’t disclose personal information
or take advantage of his vulnerability.</span><br />
<br />
<b style="text-indent: -18pt;">Buddies</b><span style="text-indent: -18pt;">. The customer is
looking for sustained interaction but doesn’t want a close relationship. He
expects that the brand will not make demands or limit his freedom to associate
with others.</span><br />
<br />
<b style="text-indent: -18pt;">Master-slave</b><span style="text-indent: -18pt;">. The customer
enters this relationship to intensify feelings of self-worth. He demands that
the brand listen, anticipate his every need, satisfy every demand and not ask
any question.</span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES-TRAD">An excellent example of understanding this is <a href="http://www.harley-davidson.com/">Harley-Davidson</a>. A team of employees
spent time on the road with customers to develop the kind of intimacy that
could cement Harley’s status as a best friend.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
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Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-11548067303881382812014-07-12T11:11:00.000+02:002014-07-28T16:56:13.962+02:00What do high-performing companies do to improve their global competitiveness?<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqmsw5f-zr-b1AyYgCTdheRHPEQw9ZfuoGeMBxY1_cZXDJQzMgQnuUN28nntS1DIjY1XpRuyXBlIZr4r_FSxHff1xM99P-AyzRsUb-u6N316MLFwoF050M7FWgeWgGYeEqhVJHcE2s7Ys/s1600/manufacturing.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqmsw5f-zr-b1AyYgCTdheRHPEQw9ZfuoGeMBxY1_cZXDJQzMgQnuUN28nntS1DIjY1XpRuyXBlIZr4r_FSxHff1xM99P-AyzRsUb-u6N316MLFwoF050M7FWgeWgGYeEqhVJHcE2s7Ys/s1600/manufacturing.jpg" height="225" width="320" /></a></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">According to the <i><a href="http://www2.deloitte.com/global/en/pages/manufacturing/topics/global-competitiveness-manufacturing.html" target="_blank">Deloitte's Global Competitiveness in Manufacturing Initiative</a></i> there are up to <a href="http://www2.deloitte.com/content/dam/Deloitte/mx/Documents/manufacturing/cracking-genetic-code-high-performing-manufacturers-dr14.pdf" target="_blank">43 different competitive capabilities</a> that can
make the difference and can be clasified in 4 groups: qualifiers, game
changers, creating advantage and being challenged. <o:p></o:p></span></div>
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<br /></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">"Qualifiers" are capabilities for which high performers and the
other companies do not significantly differ. <o:p></o:p></span></div>
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<br /></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">“Game changers” are capabilities in which high-performers stand apart from
the pack and in which they likely will continue to lead. <b>Brand image,
leadership and management, business strategy, R&D capabilities, delivery
speed, overall manufacturing processes, supplier network strength, and balance
sheet strength</b> were some of the game changers that high performers
possessed. They are the elements of the genetic code that truly set high
performers a cut above the rest.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">“Creating advantage” capabilities are those in which high performers
currently hold no significant advantage over other companies in current
performance, but which are viewed as much more important by high performers
than by other companies with regard to future competitiveness. <b>Innovation
capabilities, quality of human resources, global marketing, and procurement
capabilities</b> dominate the creating advantage group of capabilities for high
performers.<o:p></o:p></span></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">“Being challenged” capabilities are those in which high performers
currently hold a strong lead, but where they may lose ground as other
manufacturers catch up and close the gap.<o:p></o:p></span></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><o:p><br /></o:p></span></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">Obviously not all the competitive capabilities affect in the same way to
all the sectors. As an example the industrial products sector has its own
insights:<o:p></o:p></span></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">1. <b>Reputation, product quality, and customer perceptions</b> are at a
premium: These areas are game changers for this traditionally B2B sector,
whereas they are qualifiers for most other manufacturing sectors. High
performers in this sector are significantly ahead of other manufacturers in
developing a stellar reputation and fostering a strong perception of value and
quality in their customers’ eyes, giving them a valuable competitive advantage.<o:p></o:p></span></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">2. Slow to reach global customers and markets: <b>Global sales and
marketing capabilities</b> have relatively low values for current
competitiveness and future importance and show little differentiation from
other industrial products companies even for high performers in this sector.
There is room to create significant differentiation in this sector through
effective global sales and marketing.<o:p></o:p></span></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">3. Lagging on research and innovation: <b>R&D capabilities, innovative
product design</b>s, and the overall <b>quality of human resources</b> are areas
where even high-performing manufacturers in this sector rated their
capabilities as generally mediocre. These are either game changers or creating
advantage capabilities in other manufacturing sectors.<o:p></o:p></span></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><br /></span></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">Finally there are some key findings on the future competitive advantages
that the Deloitte's study shows:<o:p></o:p></span></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">1. High performers are getting serious about innovation.<o:p></o:p></span></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">2. Talent wars are just beginning. Innovation requires talent, so it
is not surprising that high performers are placing considerable emphasis on
talent acquisition and human capital development at all levels.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">3. Manufacturing is globalizing again. <o:p></o:p></span></div>
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<span lang="ES" style="font-family: Helvetica; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;">4. Supply chain networks are leveraging collaboration for innovation
and talent.<o:p></o:p></span></div>
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<!--StartFragment-->
<span lang="ES" style="font-family: Helvetica; font-size: 12.0pt; mso-ansi-language: ES; mso-bidi-font-family: Helvetica; mso-bidi-language: AR-SA; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: ES; mso-fareast-theme-font: minor-fareast;">In
summary this research suggests that high-performing manufacturers are
now getting truly focused on the capabilities that drive growth: <b>disruptive
innovation, superior talent development and acquisition, finding new global
customers, and creating new global markets.</b></span><!--EndFragment-->Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-74086706742289215352014-03-29T13:37:00.000+01:002014-03-29T13:37:05.021+01:00Conversations, the must have for any leader<div class="separator" style="clear: both; text-align: center;">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0qdEluCEIB2-AWZxXjf0WUv1IMd5HW_VKTGvCFKdTabo01qwPxWvGJ-7Tb-Q_fWmdUAHvon6QG7iB9NfMKDpl6J3rHOtC3tcY4pYccOuPXidjjZ_Y3bxmM36dGHxFha9tPTucc4Z9QZ8/s1600/Conversation-Icon1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh0qdEluCEIB2-AWZxXjf0WUv1IMd5HW_VKTGvCFKdTabo01qwPxWvGJ-7Tb-Q_fWmdUAHvon6QG7iB9NfMKDpl6J3rHOtC3tcY4pYccOuPXidjjZ_Y3bxmM36dGHxFha9tPTucc4Z9QZ8/s1600/Conversation-Icon1.jpg" height="200" width="171" /></a></div>
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<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;"><i>I
share here the English translation of <a href="http://leadingpeople.es/rafael-ortiz-para-liderar-no-hay-que-escatimar-tiempo-ni-esfuerzo-en-conversar/" target="_blank">an interview I did a few weeks ago</a> on the
blog <a href="http://leadingpeople.es/" target="_blank">Leading People</a>:</i><o:p></o:p></span></div>
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<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Today
we interview <a href="https://twitter.com/rafaelortiz00" target="_blank">Rafael Ortiz</a>, AFTD Sales & Marketing Director at Graco EMEA.
In his team there are people from three continents and in his meetings rarely
coincide two people of the same nationality. <a href="http://www.rafaelortiz.net/" target="_blank">He also writes regularly in his blog</a> about innovation, marketing and people management.<o:p></o:p></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">How do you face the
challenge of multiculturalism? <o:p></o:p></span></b></div>
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<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Quite
naturally and with common sense. Diversity is always rewarding if you're
willing to manage it properly. Although I have a great and very committed team,
we must always be willing to listen a lot and be very flexible. This is
essential when your collaborators are in twelve different countries and you
have a really ambitious business challenge ahead.<o:p></o:p></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">What would you say is the
secret of success of a team like this? <o:p></o:p></span></b></div>
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<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">I
think we can not speak of a single ingredient. As with any team you need a lot
of communication, emotional intelligence, empathy and above all a shared
vision. We spent a lot of time talking each other. As we have very few
opportunities to be together, we try to take advantage of every ocassion to
have conversations and address the problems and challenges that lie ahead. No
effort should be spared in talking with your people. This is a maxim that I
always apply. <o:p></o:p></span></div>
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<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">In
addition to communication, a great amount of passion is required. There is
nothing more powerful than a team committed to a goal. But you have to make
sure that the commitment is maintained over time and the objective is not
blurred by the way. For that reason<span style="mso-spacerun: yes;"> </span>we
must also add perseverance and very much consistency.<o:p></o:p></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Tell us a little bit more
about the shared vision that you mentioned before ... <o:p></o:p></span></b></div>
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<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">In
my opinion it is essential that the team knows where we are going, what moves
us and what the business keys and expected behaviors are. It is not only about
having clear objectives or action plan to develop. It is also about building
together all the conditions for things to move ahead and do it naturally. My
mission is to inspire the team and give some guidelines so we do not lose on
the road. For<span style="mso-spacerun: yes;"> </span>this, as I said before,
communication and perseverance are very important. And let me tell you that it
works ...<o:p></o:p></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">What is your model of
leadership? <o:p></o:p></span></b></div>
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<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Although
I confess I do not think too much on academic models I must say that the
concept “Leading by example” really inspires me. I think the leader should be a
model of integrity, commitment and demonstrate this behaviour every single day.
It is hardly difficult to get the complicity of a team if you do not put
yourself in front of it and get fully involved.<o:p></o:p></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">What tools do you use to
manage talent in your team? <o:p></o:p></span></b></div>
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<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">As
a global organization, we use all the usual tools. In our case, the selection
process is critical. It is very important that the person who will incorporate
lace with our team values. <o:p></o:p></span></div>
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<br /></div>
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<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">On
the other hand I personally believe very much in the dynamics of coaching and I
try to apply them both individually and with the team. A curious example that
worked very well was the development of a team motto. With this exercise we get
further establish ourselves as a high performance team. It helped us make
explicit the core values that we have as a group and express them in a very
creative way.<o:p></o:p></span></div>
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<br /></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">How important is traning for
you and for your team? <o:p></o:p></span></b></div>
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<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">It
is fundamental. Throughout the year, coinciding with our team meetings, we
often develop technical, product and skills training programs. We try to apply
innovative formats. For example, a few weeks ago we had the opportunity to
participate in a very interesting training on assertive communication in multicultural
enviroments with several role-plays with professional actors. <o:p></o:p></span></div>
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Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-29316067773430888962013-11-14T21:57:00.000+01:002013-11-14T21:57:57.672+01:00Let's talk. The conversation company.<!--[if gte mso 9]><xml>
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<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWiVKi5HC7vlQ1bQ0OccqccDmEuwlShaHDeTdSNxV1KCJNKMBEWpx8XqFw7buIWcSB2K43VtVf9Yg8U0slsbJy2bB7w6VFiSNdguCpMqxtCzCK8PB87ZsOucP8lQNIhCRxe76U_lFqwpM/s1600/tccCover.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgWiVKi5HC7vlQ1bQ0OccqccDmEuwlShaHDeTdSNxV1KCJNKMBEWpx8XqFw7buIWcSB2K43VtVf9Yg8U0slsbJy2bB7w6VFiSNdguCpMqxtCzCK8PB87ZsOucP8lQNIhCRxe76U_lFqwpM/s320/tccCover.png" width="219" /></a></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
A
couple of months ago I read an inspiring book called "<a href="http://www.theconversationmanager.com/the-conversation-company/">The
Conversation Company"</a> written by <a href="https://twitter.com/StevenVBe">Steven Van Belleghem</a>. I would like
today to share some of the most interesting reflections.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
In
the introduction the author says that everyone in an organization can be a
marketeer. I fully agree with that statement. If we accept that every company
need to give consumers a pleasing experience, exceed their expectations and
listen to their ideas we also should accept that the marketing department
cannot do all this by itself. In this sense <b>every single person in the
organization becomes a potential marketeer</b> because every employee is jointly
responsible for the experience of the consumer.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
At this point he highlights the importance of generating relevant
conversations between the brand and its stakeholders. To handle this complex
context Steven Van Belleghem proposes to
introduce the figure of <b>the conversation manager </b>who should be able to
transform traditional advertising into conversations about the brand.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
One
of the most important challenges for this new role is to ensure the
organization takes advantage of the potential of the staff in terms of
conversation generation. This is a step further on the use of every <b>employee as
a brand ambassador</b>. “The more people in your company are plugged into the
outside world, the better you will be able fully to exploit your conversation
potential” says Van Belleghem.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
So
what’s next? Obviously “if you can find the right people (positive, reliable,
expert, etc.) to talk about your company in the right way (relevant content)
you will always be more successful than the companies that are never talked
about or are talked about by the wrong people in the wrong way”.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
And
something else: regarding social media you need a concrete strategy, clear
planning and tight implementation.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
Where
to start? Every company has an average of 28% of satisfied customers who never
talked about the company. So look for them and start having <b>relevant
conversations</b> with them (ie about their personal experience of your products
and services). As we did before with our staff it’s all about transforming your
customers into ambassadors (and rewardind them as such). “Your staff provide the content and your
customers provide the experience”.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
To
achieve all these goals the author suggests an implementation model based on
three stages (which at the same time have their own stages). They are very
briefly:</div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="text-indent: -18pt;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
</div>
<ul>
<li><span style="text-indent: -18pt;">The build-up of knowledge (including workshops
which stimulates the desire of participants to work at </span><span style="text-indent: -18pt;">the conversation
potential of their company</span><span style="text-indent: -18pt;"> </span><span style="text-indent: -18pt;">and a
conversation guide or a social media policy)</span></li>
<li><span style="text-indent: -18pt;">Pilot projects (defining pilot projects on the
basis of impact and feasibility)</span></li>
<li><span style="text-indent: -18pt;">Integration and the lever effect (making the 4
Cs –customer experience, conversations, content management and collaboration-
fully operational and working with new success indicators).</span></li>
</ul>
<br />
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<o:p></o:p></div>
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<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
Finally
and as a reminder of the different phases to be developed include here the decalogue
of projects suggested by the author of the book:</div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="text-indent: -18pt;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
</div>
<ul>
<li><span style="text-indent: -18pt;">Build up the required levels of knowledge</span></li>
<li><span style="text-indent: -18pt;">Don’t postpone the difficult conversations</span></li>
<li><span style="text-indent: -18pt;">Provide the right infraestructure</span></li>
<li><span style="text-indent: -18pt;">Appoint a conversation manager</span></li>
<li><span style="text-indent: -18pt;">Define pilot projects on the basis of impact and
feasibility</span></li>
<li><span style="text-indent: -18pt;">Create a listening culture</span></li>
<li><span style="text-indent: -18pt;">Make the four Cs fully operational</span></li>
<li><span style="text-indent: -18pt;">Search consciously for the lever effect</span></li>
<li><span style="text-indent: -18pt;">Implement agile management</span></li>
<li><span style="text-indent: -18pt;">Work
with new success indicators</span></li>
</ul>
<br />
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<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
In
summary I strongly recommend reading this book to all those who believe in the
power of the conversations as a way to increase the level of engagement of a
brand.<o:p></o:p></div>
<!--EndFragment-->Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-32761837259134811082013-09-29T21:40:00.000+02:002013-09-29T21:52:04.477+02:00Innovation Prowess: Lessons from Professor George S. Day<!--[if gte mso 9]><xml>
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<!--StartFragment-->
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDUScQIdGCcKlfimJUgKGZzOpkAaqau-4WjkLAzi9JUpAed_9J9MlklU0SQ0PsSNewLwsGQWWvrhMK7iOSwxcf9PeRXADsRkQjU45pynq5QPig8UjsCqhyphenhyphenfw57dx2Q-TDVbL0ZRlDh90U/s1600/Innovation-Prowess-cover-rev-258x401.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDUScQIdGCcKlfimJUgKGZzOpkAaqau-4WjkLAzi9JUpAed_9J9MlklU0SQ0PsSNewLwsGQWWvrhMK7iOSwxcf9PeRXADsRkQjU45pynq5QPig8UjsCqhyphenhyphenfw57dx2Q-TDVbL0ZRlDh90U/s320/Innovation-Prowess-cover-rev-258x401.jpg" width="204" /></a></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Innovation
is very often a trite topic that is part of the mainstream speeches in the companies
and the people who lead them. However, in my opinion, it is rarely managed
rigorously. For that reason it is so important to find tools to facilitate its
implementation. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">I had
recently the opportunity to read the book </span><a href="http://www.amazon.com/Innovation-Prowess-Leadership-Strategies-Accelerating/dp/161363028X"><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">"Innovation
Prowess"</span></a><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">
by </span><a href="https://marketing.wharton.upenn.edu/profile/186/"><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Wharton
Professor George S. Day</span></a><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"> and I think his proposals are really practical and to some extent
quite easy to apply in the day-to-day of any organization.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: left;">
<span style="font-family: Calibri; font-size: 14pt; text-align: justify;">As a
conclusion he offers five “sturdy handrails” for capture the key lessons of his
book. Here I offer a brief summary of them.</span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Handrail 1: Focus relentlessly on customer value. <o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">He
recommends senior managers “to have employees whose passions and priorities are
aligned with those of their customers”. Consequently every single level of the
company “has to have people who are living with customers, attuned to what they
are experiencing, and empathizing with their frustrations and problems”.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Handrail 2: Balance discipline and creativity.<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Professor
Day emphasizes the importance of having a good balance between “the creative
risk-taking part of the innovation culture and the discipline, rigorous, and
results-oriented part”. He assumes that tolerating failures can be a good
lesson to improve the processes and the next wave of innovations. At the end of
the day it comes to getting a good compromise between long-term vision and immediate
pressing needs.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Handrail 3: Profit from uncertainty.<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">“There is no
reason to become paralyzed by uncertainty”. This could be a good summary of
this handrail. It is important to remember that innovative leaders “stay ahead
by nurturing a risk-tolerant culture that is ready to make moves that
cannibalize the sales of established products and endorse continuous
experimentation”.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Handrail 4: Master ambidexterity.<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">In this
context the ambidexterity is a skill that enables organizations “to diverge with
a search for opportunities along a full spectrum of growth pathways, while
exercising the discipline to converge in a few high-potential prospects with an
attractive balance of risk and reward”.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Handrail 5: Mobilize the entire organization.<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">When we talk
about growth and innovation strategies we shouldn’t settle to simply
communicate them to all staff. We should aspire to something more: we have to
sell them to every single employee and make sure that they have been bought.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14pt;">In short, the book shows us that the best way to develop
a prowess strategy is to combine
discipline in growth-seeking activities with an organizational ability to
innovate.</span><br />
<span style="font-family: Calibri; font-size: 14pt;"><br /></span>
<span style="font-family: Calibri;"><span style="font-size: 19px;">Video (interview with George S. Day): <a href="https://www.youtube.com/watch?v=KFjc4MK_1xM&feature=youtu.be" target="_blank">Leadership strategies for accelerating growth</a> </span></span><br />
<br /></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-33727471491207732092013-08-26T21:10:00.002+02:002013-08-26T21:10:29.467+02:00The Big Challenges of a B2B SME
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<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Let’s start by defining B2B.
According to </span><a href="http://en.wikipedia.org/wiki/Main_Page"><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Wikipedia</span></a><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"> “</span><b><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">Business-to-business</span></b><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;"> (<b>B2B</b>) describes commerce transactions between businesses, such as
between a </span><a href="http://en.wikipedia.org/wiki/Manufacturer"><span lang="ES" style="color: #083b9a; font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin; text-decoration: none; text-underline: none;">manufacturer</span></a><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;"> and a </span><a href="http://en.wikipedia.org/wiki/Wholesaler"><span lang="ES" style="color: #083b9a; font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin; text-decoration: none; text-underline: none;">wholesaler</span></a><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">, or between a wholesaler and a retailer. The overall volume of B2B
(Business-to-Business) transactions is much higher than the volume of B2C
transactions. The primary reason for this is that in a typical </span><a href="http://en.wikipedia.org/wiki/Supply_chain"><span lang="ES" style="color: #083b9a; font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin; text-decoration: none; text-underline: none;">supply chain</span></a><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;"> there will be many B2B transactions involving sub components or </span><a href="http://en.wikipedia.org/wiki/Raw_materials"><span lang="ES" style="color: #083b9a; font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin; text-decoration: none; text-underline: none;">raw materials</span></a><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">”.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 6.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Regarding the acronym SME the
European Comission says that "the category of micro, small and
medium-sized enterprises (SMEs) is made up of enterprises which employ fewer
than 250 persons and which have an annual turnover not exceeding 50 million
euro”. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">This type of business has some special
characteristics that make it have to often face unique challenges. Let’s review
some of them:<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"> </span><span style="font-family: Calibri; font-size: 14pt;"> </span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Sales cycles and specialization<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Sales cycles
and learning curves are typically much longer than in B2C. Let’s think ie in a
small automotive supplier. Frequently the
number of customers of this kind of enterprises is quite small. However
although the target audience is usually smaller than in B2C, yet multiple
people from different departments and levels within the company are involved in
the buying process (Engineering, Maintenance, Procurement, Operations, etc.). This
means that SME need people with accurate profiles capable to interact with line
managers, maintenance workers or senior engineers at the same time that they
deal with the commercial process (in many cases it can take more than 1 year)
and educates the customer’s staff. The challenge is obvious: by definition a
SME has a small number of employees but they have to be prepared to deal with all
this.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<b><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Marketing</span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">As hinted
before a B2B marketer needs to engage
its customers and prospects throughout a complex customer life cycle that
frequently lasts longer than a business-to-consumer (B2C) life cycle. As if
that was not enough great numbers of </span><a href="http://knowledge.insead.edu/leadership-management/strategy/social-media-in-b2b-marketing-publish-or-perish-2508"><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">B2B
companies are not in direct contact with their end-customers</span></a><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">. B2B Marketing
Strategies are often “push” rather than“pull” and this generates a certain lack
of market knowledge. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">And
something else: SME are not embracing (at least not enough) the power of Social
Marketing. </span><a href="http://unbounce.com/social-media/b2b-social-media/"><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Over half of
B2B companies are not tapping into social media’s potential as a lead
generation tool</span></a><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">. However a recent </span><a href="http://www.forrester.com/search?N=20483+10001&sort=3&everything=true&source=browse&"><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Forrester</span></a><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"> survey
pointed out that some 48 percent of B2B social marketers plan to increase their
lead generation usage of LinkedIn discussion groups and pages, due to the high
usage of LinkedIn by senior decision makers. At the same time B2B marketing has
historically relied on below-the-line interactions – interactions that social
media can take to a whole new level.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Channel strategy</span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Whether the
company is part of a great brand distribution channel or it needs to develop
its own channel to sell their products, </span><a href="http://www.rafaelortiz.net/2012/11/the-6-myths-of-distribution-channel.html"><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">developing a
suitable channel strategy</span></a><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"> is key for a SME to be successful. In the first case, the
manufacturer will audit the SME for commercial, technical and financial solvency
and, believe me, this is not an easy task. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">In the
second case, the SME should do the same with the candidates to become part of
its distribution channel. However, due to resource constraints and capabilities
it is not always done in a professional way. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">On the other
hand, it is very important to develop </span><a href="http://www.rafaelortiz.net/2012/07/the-challenge-of-innovation.html"><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">a very
aggressive policy of innovation</span></a><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"> and added value for the dealer. If not there
is a high risk: our partner can be tempted to abandon us when we need him most
and become our competitors after investing many resources in training.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Of course,
there are many other challenges that a B2B SME must face (</span><a href="http://www.rafaelortiz.net/2012/04/motivation-and-talent-management-in-sme.html"><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">talent
management</span></a><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">, </span><a href="http://www.rafaelortiz.net/2013/02/detecting-sales-force-productivity_15.html"><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">productivity</span></a><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">, </span><a href="http://www.rafaelortiz.net/2012/08/7-key-questions-for-communication-plan.html"><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">communication</span></a><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"> or </span><a href="http://www.rafaelortiz.net/2012/03/3-strategic-models-for-market.html"><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">strategy</span></a><span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"> among
others) but those addressed in this post are probably the most critical factors
for the success of the company.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"><br /></span></div>
<!--EndFragment-->Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-21559286480499781522013-07-14T22:27:00.000+02:002013-07-14T22:27:50.281+02:00Managing distribution channels: pros and cons<!--[if gte mso 9]><xml>
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<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgpgQz-CeFNt3CJK9xrGGbRgidqPeXeGAiQ-KSkw0r-CIwui-MEK2fEjB6Kvvu86rdgRxZNSSY_KONm7AcL3Eu_5ImZ77Wp0x1qV1qs_9CPWQxyRImGbfTysI_cfwfXaEyeGJp9NmtlDn4/s1600/Fotolia_19000354_XS.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="193" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgpgQz-CeFNt3CJK9xrGGbRgidqPeXeGAiQ-KSkw0r-CIwui-MEK2fEjB6Kvvu86rdgRxZNSSY_KONm7AcL3Eu_5ImZ77Wp0x1qV1qs_9CPWQxyRImGbfTysI_cfwfXaEyeGJp9NmtlDn4/s320/Fotolia_19000354_XS.jpg" width="320" /></a></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: 14pt;">Building a distribution
strategy is one of the greatest challenges for an organization. When we opt for
a strategy of <a href="http://www.rafaelortiz.net/2012/11/the-6-myths-of-distribution-channel.html" target="_blank">selling through distribution channels</a> very often we have to face
the dilemma of efficiency vs. closeness to the end-user. That is, we seek a
model that allows us to reach as many customers as possible with a profitable
distribution cost. However, at the same time we are giving up contact with the end
consumers and thus loosing first-hand information about their habits,
interests, purchasing criteria and their reaction of offerings.</span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">The longer the chain of
intermediaries, the more disconnection between the manufacturer brand and the
customer. Perhaps the most significant risk is that each intermediary pursue
own objectives and policies that do not always conform to the interests of the
manufacturer. As if all this were not enough the manufacturer must deal with
another issue: a distributor of a product or service is not always the best for
a new product. This implies that there are constant changes that can
potentially affect the performance of a particular distributor.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">According to </span><a href="http://www.kellogg.northwestern.edu/faculty/directory/chernev_alexander.aspx"><span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Alexander Chernev</span></a><span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;"> from the Kellogg School of
Management these are some of the pros and cons of the distribution:<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">PROS<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Greater cost efficiency<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Rapid distribution that can be implemented instantly<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Specialist knowledge of the region and customer buying habits<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Broad coverage that enables the company to reach majority of target
customers.<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Greater effectiveness of entire process due to specialization<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 11.0pt; text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">No
large upfront investment<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">CONS<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">More complex channel structure can have negative impact on efficiency
of distribution system<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Intermediaries can add extra layer of profit margins, thus increasing
total costs<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Loss of control over selling environment<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Less flexibility with changing strategy<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Greatly diminished ability to communicate with and collect information
directly from customers<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">Potential for channel conflicts resulting from different strategic
goals and profit-optimization strategies of each intermediary<o:p></o:p></span></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="margin-left: 11.0pt; mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;"><br /></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span style="font-size: 14.0pt; mso-bidi-font-size: 12.0pt;">There
are certainly no magic recipes. All distribution strategy decisions have pros
and cons. However we must remember that this is a long-term decision and it is
necessary to maintain a certain coherence and consistency over time if we want
to succeed. Very frequent changes in distribution policies always affect in
some way the customers experience and
therefore the brand reputation. So take your time and think very carefully what
kind of distribution strategy you want to implement in your company.<o:p></o:p></span></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="mso-layout-grid-align: none; mso-pagination: none; tab-stops: 11.0pt 36.0pt; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<br /></div>
<!--EndFragment-->Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-18292679213086849162013-06-05T23:07:00.000+02:002013-06-05T23:07:18.901+02:00Do you have what it takes to lead global teams?
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgEisrGpPcfQDqNk6ScckqbLYNf0jqC8Vy32CVMGDO9r4cPxfmgMDOHqnTzu0jJ1I1xfUNu5TXzwllcL8SV5272wM17zQ4fs9HTW-yZh7GHWBqVQnmU2zJInAYwDem4EiNshUzDBxosTvA/s1600/Fotolia_40954448_S.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgEisrGpPcfQDqNk6ScckqbLYNf0jqC8Vy32CVMGDO9r4cPxfmgMDOHqnTzu0jJ1I1xfUNu5TXzwllcL8SV5272wM17zQ4fs9HTW-yZh7GHWBqVQnmU2zJInAYwDem4EiNshUzDBxosTvA/s200/Fotolia_40954448_S.jpg" width="200" /></a></div>
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<a href="http://www.rafaelortiz.net/2013/04/leading-dispersed-teams-its-all-about.html" style="font-family: Calibri; font-size: 14pt;">In
my previous post I mentioned that when leading dispersed teams it’s all about
communication</a><span style="color: #434343; font-family: Calibri; font-size: 14pt;">. But there are some other key drivers that are reshaping the
leadership landscape. When you are leading global or multicultural teams there
are some specific proficiencies and abilities that are mandatory for success.</span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES" style="color: #434343; font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Times; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;">The <a href="http://www.iftf.org/">Institute
for Future</a> has recently published a <a href="http://www.iftf.org/uploads/media/SR-1382A_UPRI_future_work_skills_sm.pdf">report</a>
about the ten skills for the future of workforce. Not surprisingly, the first
of them is <b>sense-making</b>, a skill
that help us create unique insights critical to decision making.</span><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"> From my point of view this is the most
important ingredient of leadership. <a href="http://www.startwithwhy.com/">Simon
Sinek</a> calls this concept "Start with why". He explains that “in
business it doesn´t matter what you do, it matters why you do it. If every
organization started with WHY decisions would be simpler, loyalties would be
greater and trust would be a common currency. If leaders were diligent about
starting with WHY, optimism would reign and innovation would thrive”.</span><span lang="ES" style="color: #434343; font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Times; mso-bidi-font-size: 13.0pt; mso-hansi-theme-font: major-latin;"><o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Accenture has also developed a vision
about this issue. In the report “<a href="http://www.accenture.com/SiteCollectionDocuments/PDF/Accenture-Global-Leadership-Teams-The-View-from-the-Top.pdf#zoom=50">Global
Leadership Teams, the view from the top</a>” they discerned three key
attributes that top top leaders must have if they are to manage the complexity
and the tensions that face global companies: </span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b style="text-indent: -18pt;"><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"><br /></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b style="text-indent: -18pt;"><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Clarity of focus</span></b><span lang="ES" style="font-family: Calibri; font-size: 14pt; text-indent: -18pt;">: “A leadership charter and a set of operating
principles may never need to be written down if they are unambiguous and easily
understood. But they do need to be communicable so that new members and other
layers of the organization can quickly assimilate them as a guide to action”</span></div>
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<b style="text-indent: -18pt;"><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"><br /></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b style="text-indent: -18pt;"><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">Agility</span></b><span lang="ES" style="font-family: Calibri; font-size: 14pt; text-indent: -18pt;">: “The key to that agility is having the
right people in the room at the right time.”</span></div>
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<b style="text-indent: -18pt;"><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;"><br /></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b style="text-indent: -18pt;"><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">A foot in the future</span></b><span lang="ES" style="font-family: Calibri; font-size: 14pt; text-indent: -18pt;">: “To be able to change ahead of the
curve, to be prepared for the widest range of eventualities, global leadership
teams must be confronted by challenging ideas and people”</span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">In summary, “having
a clear sense of purpose, the right people in the room and the ability to
change ahead of the curve will be the hallmarks of successful truly global
leadership teams”. <o:p></o:p></span></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: "Helvetica Neue"; mso-bidi-font-size: 12.0pt; mso-hansi-theme-font: major-latin;">I assume that all
this may seem very easy, but in practice it is really hard to achieve. So the
question is: <b>do you have what it takes
to lead global teams</b>?<o:p></o:p></span></div>
<!--EndFragment-->Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-61998583138097871762013-04-15T18:39:00.001+02:002013-04-15T18:41:08.664+02:00Leading dispersed teams: it’s all about communication<!--[if gte mso 9]><xml>
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<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Dispersed teams can be described as ‘teams
working together apart’. <o:p></o:p></span><span style="font-family: Calibri; font-size: 14pt;">These teams have members who are not in the same place and they come from different
countries, cultures and time zones. </span></div>
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<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Managing geographically-dispersed teams is not an easy issue. Probably the most difficult
task is to<b> create a deep sense of belonging to the team</b> among the different
members and at the same time <b>keep a high productivity performance</b>. For that
purpose it is mandatory to have a <b>clear strategy, very solid values and a
strong leadership</b>. The team members need to know and understand what they are doing together. If they understand only their own work, they will
always just be individual contributors. So it is necessary finding some time to
be together to share knowledge and experience and, of course, to socialize. <o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: Calibri; font-size: 14.0pt; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Team members located together have
opportunities to socialize throughout the day. Virtual teams don’t, so it is
more important for the manager to look for ways they can be together. This
might include getting time in a
face-to-face meetings. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
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<span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">According to some researches </span><a href="http://blogs.hbr.org/cs/2012/04/how_to_manage_a_virtual_team.html"><span lang="ES" style="color: windowtext; font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">face-to-face meetings are best when occurring at
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commitment is communication</b>. You need to be extremely proactive in your
communications to make sure everyone understands what is expected. </span><a href="http://www.techrepublic.com/blog/10things/10-tips-for-managing-virtual-teams/266"><span lang="ES" style="color: windowtext; font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">The communication lines on a this kind of team must be opened
up especially wide</span></a><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">. <o:p></o:p></span></div>
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<br /></div>
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<b><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">Communication is all about
conversations</span></b><span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">. So the first task for a team leader is listening
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and feelings. The leader must build a safe and confident atmosphere to be sure the conversations and feedback are sincere and honest.<o:p></o:p></span></div>
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<br /></div>
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<span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;">It is also very recommended to conduct periodic employee satisfaction surveys
to truly understand the issues that concern people and to design an action plan
to deal with the improvement areas.<o:p></o:p></span></div>
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<span style="font-family: Calibri; font-size: 14pt;">Some interesting articles on managing virtual and dispersed teams are:</span></div>
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<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;"><a href="http://online.wsj.com/article/SB118165895540732559.html" target="_blank">Working together… when apart (Wall Street Journal)</a><o:p></o:p></span></div>
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<span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;"><a href="http://blogs.hbr.org/cs/2012/04/how_to_manage_a_virtual_team.html" target="_blank">Managing virtual teams (Harvard Business Review)</a><o:p></o:p></span></div>
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<span lang="ES" style="font-family: Calibri; font-size: 14.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Helvetica; mso-hansi-theme-font: major-latin;"><a href="http://www.techrepublic.com/blog/10things/10-tips-for-managing-virtual-teams/266" target="_blank">10 tips for virtual management teams (Tech Republic)</a><o:p></o:p></span></div>
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<br /></div>
<!--EndFragment-->Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-57763124398308938622013-03-02T20:12:00.000+01:002013-03-02T21:12:05.636+01:00The role of the leader in the innovation process<!--[if gte mso 9]><xml>
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<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_fWBYteZ_RHweozfKZtzOC1ZyGdMz9R9Or65mQ-pbW0VORapB9YuGZKeLmZFQD_QavSMWjtByEsEJsZ6NFCk2w-_wPudpRhMR76CQ0QE-t5o_4ARy02GQzhcgU6RkrT-znHy7UR22w7I/s1600/obsta%CC%81culos.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj_fWBYteZ_RHweozfKZtzOC1ZyGdMz9R9Or65mQ-pbW0VORapB9YuGZKeLmZFQD_QavSMWjtByEsEJsZ6NFCk2w-_wPudpRhMR76CQ0QE-t5o_4ARy02GQzhcgU6RkrT-znHy7UR22w7I/s200/obsta%CC%81culos.jpg" width="200" /></a></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<div style="text-align: justify;">
<span style="font-size: large;">One way for
organizations to become more innovative is to capitalize on their employees’
ability to innovate. Employees can help to improve business performance through
their ability to generate ideas for new and better products, services or work
processes. But <a href="http://www.rafaelortiz.net/2012/07/the-challenge-of-innovation.html" target="_blank">the challenge</a> is to put this theory into practice.</span></div>
</div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<div style="text-align: justify;">
<span lang="ES" style="font-size: large;">In order to
realize a continuous flow of innovations, employees need to be both willing and
able to innovate. For that reason it is imperative <a href="http://www.rafaelortiz.net/2012/12/happiness-at-work-is-profitable.html" target="_blank">to create a good working atmosphere</a> and provide the right tools and skills.<o:p></o:p></span></div>
</div>
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<div style="text-align: justify;">
<span lang="ES" style="font-size: large;">Probably the
most important ingredient for both things is <b>the leader as enabler and enhancer of innovative behaviours</b> among
the employees. <b>Leading by example</b> is
the best way to promote this kind of behaviour as far as leaders have a
powerful source of influence on any work behaviour. In addition to that the
leader must <b>promote employees’
interaction</b> with others in the workplace.<o:p></o:p></span></div>
</div>
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<div style="text-align: justify;">
<span lang="ES" style="font-size: large;">Innovation
theorists often describe the innovation process as being composed of two main
phases: ideas generation and implementation. For the first one the leader must
reinforce the creativity capabilities of the team. The goal is to find good
ideas that can be productive for the firm and implemented in the short-medium
term. <b>The leader should stimulate team members to view problems in new ways and
help them to develop to their full potential</b>.<o:p></o:p></span></div>
</div>
<div style="text-align: justify;">
<span lang="ES" style="font-size: large;">Most companies however fail in the implementation
(when ideas should become real products, services or processes). The role of
the leader in this point is key. He should act as a <b>real organizational
facilitator</b> and help the team to implement the new idea.</span><!--EndFragment-->
</div>
<div style="text-align: justify;">
<span lang="ES" style="font-size: large;"><br /></span></div>
<div style="text-align: justify;">
<span lang="ES" style="font-size: large;">Finally there's another important task for the leader: <b>expectations management</b>. The leader must ensure that everyone understands that innovation is not just finding great ideas. Make small improvements in processes is another useful form of innovation.</span></div>
Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-23463533471932701362013-02-15T08:28:00.004+01:002013-02-15T14:30:33.443+01:00Detecting sales force productivity inhibitors<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiV343kmBr21jsccSTcManvIE2F8DQFnQ1pOO017ZSCwPbiv93D4sjwOmTaTufng9dh_yY9VejvK4hhKXdSfinUJLCK6Zpr3GB5Y1iXWP25yscdFrs_3jpdkBGQFJ58lHeFSPZmh1cN8jA/s1600/Fotolia_41975622_S.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="193" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiV343kmBr21jsccSTcManvIE2F8DQFnQ1pOO017ZSCwPbiv93D4sjwOmTaTufng9dh_yY9VejvK4hhKXdSfinUJLCK6Zpr3GB5Y1iXWP25yscdFrs_3jpdkBGQFJ58lHeFSPZmh1cN8jA/s200/Fotolia_41975622_S.jpg" width="200" /></a></div>
<!--StartFragment--><br />
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<span style="font-size: 14pt; mso-bidi-font-size: 12.0pt;"><span style="font-family: inherit;">According to a working paper by Doug J. Chung (Harvard Business School) sales force costs average about 10% of sales revenues and as much as 40% of sales revenues for certain industries. Therefore, when managing a sales network (particularly in B2B companies where personal selling is probably the most important element in the value chain) we must be sure that the level of productivity is the highest possible.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: inherit;"><b><span style="font-size: 14pt; mso-bidi-font-size: 12.0pt;">Detecting the potential sales force productivity inhibitors is consequently a strategic priority</span></b><span style="font-size: 14pt; mso-bidi-font-size: 12.0pt;">. In each case the causes that could prevent achieving an optimal level of productivity may be different. It is therefore necessary to make a specific study adapted to the characteristics of each sales force.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: 14pt; mso-bidi-font-size: 12.0pt;"><span style="font-family: inherit;">In any case it is likely that the results obtained in this research can be the combination of several of the following possibilities (among many others):<o:p></o:p></span></span></div>
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<span style="font-size: 14pt; mso-bidi-font-size: 12.0pt;"><span style="font-family: inherit;"><br /></span></span></div>
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<!--StartFragment--></div>
<div class="MsoNormal" style="margin-left: 18pt;">
</div>
<ul>
<li><span style="font-family: inherit; font-size: 14pt;">Lack of motivation.</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Excessive dedication to non-selling tasks (administrative, post-sales service, etc) vs commercial tasks (prospecting, client presentations, negotiations and closing deals).</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Lack of ROI culture.</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Poor management process automation.</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Poor internal communications: goals are not clear enough, the strategy is unknown, lack of knowledge sharing culture, etc.</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Home office working.</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Inadequate talent management (lack of skills, competencies, etc for the assigned function, inadequate wage compesation, bonus not focused on results, etc).</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Poor time management.</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Excessive internal processes (too many levels of authorization, too many partners, etc.).</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Inadequate organization (geographic location, organizational location, work distribution, etc.).</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Poor leader delegation (everything has to go through him/her).</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Ineffective corporate policies and excess of bureaucracy.</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Hostile or bad work enviroment. </span></li>
<li><span style="font-family: inherit; font-size: 14pt;">No implementation (or lack of use) of new technological tools (smartphones, webinars, tablets, etc.)</span></li>
<li><span style="font-family: inherit; font-size: 14pt;">Lack of personal & professional life balance</span></li>
</ul>
<br />
<div class="MsoNormal" style="margin-left: 18pt;">
<span style="font-size: 14pt;"><br /></span></div>
<div class="MsoNormal" style="margin-left: 18pt;">
<span style="font-size: 14pt;">As I mentioned before it is very useful </span><b style="font-size: 14pt;">to conduct a survey among the sales people</b><span style="font-size: 14pt;"> to truly understand what make them be more or less productive and </span><b style="font-size: 14pt;">design a good action plan to improve the current results</b><span style="font-size: 14pt;">.</span></div>
<br />
<!--EndFragment-->Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-35969312296883378822013-01-09T20:22:00.000+01:002013-01-09T20:22:17.602+01:00The Challenge of a Marathon Businessman Runner
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQUSdXQJhisXbnY17DDDpiwOOKaQMrDowixgb8MGQhS3Yyn9MCegyL5r2rimofGEeKOldkOCrvf21xepeYQlZD2moMW5J7zeR0piEwJe5hQvUwWdEy4t5KkzVjVoqCqCLIz4m0kAaBDJA/s1600/Fotolia_42124407_S.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiQUSdXQJhisXbnY17DDDpiwOOKaQMrDowixgb8MGQhS3Yyn9MCegyL5r2rimofGEeKOldkOCrvf21xepeYQlZD2moMW5J7zeR0piEwJe5hQvUwWdEy4t5KkzVjVoqCqCLIz4m0kAaBDJA/s200/Fotolia_42124407_S.jpg" width="145" /></a></div>
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<span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><span style="font-size: large;">37,440 Kms later, I’m proud to say that I finished my
12th <a href="http://en.wikipedia.org/wiki/Marathon" target="_blank">marathon</a> (42,195 kilometers or 26 miles and 385 yards) in less than three
hours. Many people keep asking me today for the reasons why after so long I
face such a demanding challenge every year.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><span style="font-size: large;">It all started in 2001. After thinking about it for
several weeks, I decided to take my summer vacation on the beach to incorporate
some healthy habits in my daily life and start doing some exercise. I thought
it would be easy to start running as it is a sport that depends only on
yourself. And as it didn't require any special infrastructure it was the ideal
solution for my frequent business trips. That's how I run my first kilometer...</span></span></div>
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<span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><span style="font-size: large;">I gradually improved my fitness until, four months after
I started training, I thought it was time to do my first marathon. I finished
in 3 hours 56 minutes. Test passed! I realized that, as in professional life,
defining goals and implementing action plans to achieve them, also work in
sports. So, once recovered from this hard first experience, I set myself a new,
a bit more ambitious challenge.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><span style="font-size: large;">The importance of maintaining the discipline of training
and of being fully committed to the goal became increasingly evident.
Translated into the routine of everyday life, that means I must always be
prepared to go running when I have free time, whether it rains or not, whether
I feel like it or not.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><span style="font-size: large;">That dynamic has given me really nice experiences. For
example, I have trained in places as disparate as the banks of the Mississippi
River in Minneapolis, on a timber transport path near Ohio or on the road
between Maasmechelen and Maastricht (across the international border between
Belgium and the Netherlands). It also allowed me to enjoy some moments of urban
tourism during my trips (for example, I have run under the Eiffel Tower and
over the bridges of the Seine River in Paris). Moreover, all this time I also
had the opportunity to share increasingly this passion with my business colleagues.
Jogging and chatting with a partner is a highly recommended experience.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><span style="font-size: large;">Behind all this there is very much physical effort and,
above all, mental strength. Many people say the sport is addictive and I fully
agree. If I spend more than three days without running, somehow the body asks
me to go out... Of course there is pain, tiredness or routine, but there is
also time for reflection and introspection when I run alone, and for
conversation when I run together with somebody.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><span style="font-size: large;">The keys? Discipline, perseverance, patience and lots of
willpower. You have to set ambitious goals, but at the same time, you must be
realistic about your capabilities. Trying to achieve certain results too
quickly or without having previously done the "homework," leads you
to failure and discouragement.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><span style="font-size: large;">This lifestyle allows you to meet the personal and
professional challenges in the same way and builds your character. It helps you
understand the importance of effort and discipline, and to develop a highly
resilient personality.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><span style="font-size: large;">I am often asked about my preferred running event. I
always answer the same: my first marathon and last. The first because it was a
real milestone for me. The last because it is the closest and that it is what I
talk about more with my colleagues, friends and family. And I enjoy talking
about it ... This year's result - 2 hours 58 minutes in the <a href="http://www.esmadrid.com/en/marathon" target="_blank">Madrid Marathon</a>,
was also a special accomplishment that everybody who knows me has celebrated
with me.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="margin-bottom: 12.0pt; mso-layout-grid-align: none; mso-pagination: none; text-align: justify; text-autospace: none; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><span style="font-size: large;">Talking about my family: for me it is very important to
count on them. I fortunately have the support of my wife and sons. They
accompany me and give me courage in the most challenging runs, and they
willingly accept that I have to spend some of my free time doing my training.
It is certainly a privilege that I very much appreciate from the bottom of my
heart.<o:p></o:p></span></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-bidi-font-family: Helvetica;"><span style="font-size: large;">Today, after running more than 37,440 kilometers (23,264 miles), I'm as excited and engaged as
the first day. Running is a lifestyle I like and it makes me grow a little more
each day. It is a pleasure that, for now, I will not resign. After all, I only
have 2,635 kilometers left to complete a world tour. Not even a year...</span></span><span style="font-family: Calibri;"><o:p></o:p></span></div>
<!--EndFragment-->Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-44823943126723468142012-12-30T12:03:00.002+01:002012-12-30T12:05:04.466+01:00Are Trade Shows Worth The Investment?<!--[if gte mso 9]><xml>
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<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_X_wB1AwVVk3N9z00L1mAZV4fH-_n7L5eNJC7EbQLm6mY18e_KunyeEKhtsBCuzWXsHEc3hauFI69cTuHv6U1hxn_a-sqRZjcO_JrO2Zf_IjY5oVNSv1rdzVXLmWuGJ6DRMeNlFqbx7I/s1600/Fotolia_9223216_XS.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi_X_wB1AwVVk3N9z00L1mAZV4fH-_n7L5eNJC7EbQLm6mY18e_KunyeEKhtsBCuzWXsHEc3hauFI69cTuHv6U1hxn_a-sqRZjcO_JrO2Zf_IjY5oVNSv1rdzVXLmWuGJ6DRMeNlFqbx7I/s200/Fotolia_9223216_XS.jpg" width="200" /></a></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; font-size: large; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">This is a very
typical question for marketers when <a href="http://www.rafaelortiz.net/2012/06/marketing-plan-unresolved-matter-for.html" target="_blank">planning next year Marketing Plan</a>. This
question has no an easy answer as far as there are not always clear evidences
of the <a href="http://en.wikipedia.org/wiki/Return_on_investment" target="_blank">ROI (return on investment)</a> of attending a trade show. In too many ocasions marketers have the
feeling of being spending their company’s money and senior management time when
they finally realize that the trade show is full of competitors and empty of
customers.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; font-size: large; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">So let’s start by
the beginning. Setting clear goals and objectives for what you are trying to
accomplish at a trade show is critical to your success. In my experience I’ve
realized that the main goals for a company to attend a trade show as an exhibitor
are:<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: large;"><br /></span></div>
<div class="MsoListParagraphCxSpFirst" style="margin-left: 38.65pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span style="font-size: large;"><span lang="ES" style="font-family: Symbol; mso-ansi-language: ES; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman';">
</span></span><!--[endif]--><b><span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Brand and product
awareness</span></b></span></div>
<div class="MsoListParagraphCxSpMiddle" style="margin-left: 38.65pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span style="font-size: large;"><span lang="ES" style="font-family: Symbol; mso-ansi-language: ES; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman';">
</span></span><!--[endif]--><b><span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Sales leads</span></b></span></div>
<div class="MsoListParagraphCxSpLast" style="margin-left: 38.65pt; mso-add-space: auto; mso-list: l0 level1 lfo1; text-align: justify; text-indent: -18.0pt; text-justify: inter-ideograph;">
<!--[if !supportLists]--><span style="font-size: large;"><span lang="ES" style="font-family: Symbol; mso-ansi-language: ES; mso-bidi-font-family: Symbol; mso-fareast-font-family: Symbol;">·<span style="font-family: 'Times New Roman';">
</span></span><!--[endif]--><b><span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Networking and new business development<o:p></o:p></span></b></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; font-size: large; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Of course there
can be other goals like identifing new industry trends, sharing knowledge,
benchmarking or employees training. Obviously for these purposes you don’t need
to participate as an exhibitor. You can get them with a simple delegate pass
and without renting a booth or a display.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: large;"><span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">Anyway my
suggestion is to do your research very carefully and be sure that you attend a
trade show where concentrations of your customers, distributors, etc might be.</span><span lang="ES" style="color: #454444; font-family: Calibri;"><o:p></o:p></span></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; font-size: large; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">In fact my first
tip for someone who is not sure about the convenience of attending a trade
conference is to go there as an attendee first and check if the visitors
profile match with your business. In this point remember that <b>quality of potential contacts is much more
important than quantity</b>. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span lang="ES" style="font-family: Calibri; font-size: large; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">If your goal is to
get as much sales leads as possible it is critical that your sales people takes
the ownership of this marketing activity and you have a <b>plan to track and monitor the progress to sale</b>. Believe or not most
leads are never followed!<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: large;"><br /></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-size: large;"><b><span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;"><a href="http://www.rafaelortiz.net/2012/10/how-to-sell-more-and-better.html" target="_blank">The role of the sales people is key</a></span></b><span lang="ES" style="font-family: Calibri; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-hansi-theme-font: major-latin;">. This means that
your staff needs to know exactly what your company expects from them (in terms
of quantity, quality, follow-up, etc.). From the marketer’s side it is very
important to have an Action Plan for them
that includes training, sales presentations, brochures, videos,
networking activities, speaking opportunities, etc.<o:p></o:p></span></span></div>
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<span style="font-size: large;"><br /></span></div>
<span lang="ES" style="font-family: Calibri; font-size: large;"></span><br />
<div style="text-align: justify;">
<span lang="ES" style="font-family: Calibri; font-size: large;">We should end with a very obvious but often forgotten point: <b>everything has to be planned in advance </b><b>including a <a href="http://www.rafaelortiz.net/2012/08/7-key-questions-for-communication-plan.html" target="_blank">good communication plan</a></b>. Invite
you clients, suppliers and other relevant contacts to attend the show and be
sure you give them all the information. Remember people don’t like to waste
their time, so provide them a very clear reason to attend (a product launch, a
networking dinner or a formal meeting with your senior management can be good
alternatives). And of course <a href="http://www.rafaelortiz.net/2012/04/5-reasons-for-sme-to-be-in-social-media.html" target="_blank">use all your social media channels</a> to increase your communication effectiveness.</span></div>
<span lang="ES" style="font-family: Calibri; font-size: 12.0pt; mso-ansi-language: ES; mso-ascii-theme-font: major-latin; mso-bidi-font-family: Arial; mso-bidi-language: AR-SA; mso-fareast-font-family: "MS 明朝"; mso-fareast-language: ES; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: major-latin;">
</span>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-26010072427025300982012-12-08T12:08:00.000+01:002012-12-08T12:08:12.373+01:00Happiness at work is profitable
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On
previous occasions we talked about the <a href="http://www.rafaelortiz.net/2012/04/motivation-and-talent-management-in-sme.html">the
connection between motivation and productivity</a>. No doubt: if you get your
employees motivated you get also more engaged, more optimistic and
even happier employees. At the end when we feel comfortable in our working environment we
work more and better.</div>
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<o:p></o:p></div>
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There
is much talk these days of happiness at work and the optimistic organizations,
though often these concepts are addressed in a much more personal and less
corporate. Well, this time I would like to reflect how these concepts can
affect to the business.<o:p></o:p></div>
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<b>Two
of the core values for a person full development are freedom and
responsibility</b>. <b>With greater autonomy comes greater responsability</b>, so the best
way to motivate an employee should be working hard on this and promoting a
strong sense of ownership of the profesional project. But this is a two-way
street. To do this it is essential that senior management is willing to develop
their employees and allow them to achieve a higher level of maturity and also
the employee is willing to engage and commit more.<o:p></o:p></div>
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How
do you get that? Let's face it: this approach is valid for any company but not
for any people. It is not an easy task but even so there is a concept that can
help us move in this direction: <a href="http://www.rafaelortiz.net/2012/11/lets-talk-about-empowerment.html">the empowerment</a>.<o:p></o:p></div>
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<b>Empowerment
implies the delegation of authority to the professionals and granting them a
strong sense of ownership of their own work</b>. It is therefore a strategic
process that seeks a partner relationship between the senior management and the
employees. It transcends the typical boss-employee relationship where the manager
gives an instruction and the employee is strictly limited run, to reach a point
where there is a greater value contribution and a higher level of commitment between the two parties.<o:p></o:p></div>
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But
empowerment is not a one-way from the head to the employee. The employee (or
group of employees) should take a very active part and be aware of their own
contribution. From this perspective, empowerment is an exercise in strengthening
one's own abilities and increase its visibility within the organization. That
is, the professional must assume that personal growth is also an exercise of personal
responsibility and therefore should not be passive and wait for the boss or the
company to assume the leadership of his/her own development.<o:p></o:p></div>
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It
is imperative, therefore, that the employee understands that <b>the times in which
professional development, training, risk taking and initiative were the sole senior
management responsibility thankfully are over</b>.<o:p></o:p></div>
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<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
Empowerment
helps people to lose their fear of change and and also to be more proactive and
enthusiastic. Put another way, people are happier when they are empowered. They
feel more engaged, flexible and creative as they feel more secure and
recognized. Somehow the empowered professional becomes an “active
problem-solver” instead of a mere executor of instructions. <o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
The
main barriers to empowerment are primarily psychological and are based on fear.
From the business perspective leaders are quite often afraid of empowering
employees. From the employees perspective fear feelings are often linked to
self-esteem (Will I be able to do it? Where do I start? What my boss will think
about it?) and lack of consistency.<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
The
only way to successfully implement a process of this type in a company goes
through <b>the full involvement of the owner and the senior management who must lead
the cultural change</b>. Involve middle management is also crucial. For this, a
good recommendation is to opt for constant <b>training</b> (and, especially,
self-training) and for a leadership <b>coaching</b> exercise (business tool to
identify potential improvement areas and to implement the action plans).<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
In
any case, as in many other professional fields, <b>the key to success in a process
of empowerment lies in having a clear goal and be consistent in the effort to
achieve it</b>. It is therefore important to ask the right questions and find
honest answers from which to undertake the necessary action plan:<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b>Self diagnosis</b>: Where am I? How do people see me?<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b>Goals</b>: Where do I want to be? How I want people to see me?<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b>Action Plan</b>: What do I have to do and
when? Who can help me?<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b>Evaluation</b>: How will I know if I have
succeeded? How I can improve?<o:p></o:p></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
As
my admired Haile Gebrselassie used to say "if you have a plan, you know
what to do."<o:p></o:p></div>
<!--EndFragment-->Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-60058352435218184042012-11-24T19:16:00.001+01:002012-11-24T19:38:09.559+01:00Let's talk about empowerment<div style="text-align: justify;">
<span style="font-size: large;">What's empowerment? How can you enhance your own empowerment? These are some questions that I try to answer in this presentation.</span></div>
<div style="text-align: center;">
<br /></div>
<div style="text-align: center;">
<iframe allowfullscreen="allowfullscreen" frameborder="0" height="356" marginheight="0" marginwidth="0" mozallowfullscreen="mozallowfullscreen" scrolling="no" src="http://www.slideshare.net/slideshow/embed_code/15329110" style="border-width: 1px 1px 0; border: 1px solid #CCC; margin-bottom: 5px;" webkitallowfullscreen="webkitallowfullscreen" width="427"> </iframe> </div>
<div style="margin-bottom: 5px;">
<br />
<strong> <a href="http://www.slideshare.net/RafaelOrtiz00/lets-talk-about-empowerment" target="_blank" title="Lets talk about empowerment">Lets talk about empowerment</a> </strong> from <strong><a href="http://www.slideshare.net/RafaelOrtiz00" target="_blank">Rafael Ortiz</a></strong> </div>
<a href="http://www.slideshare.net/RafaelOrtiz00/empowerment-15325576" target="_blank">Spanish version of this presentation - Versión en español de esta presentación</a>Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-83323261691525715962012-11-09T20:07:00.000+01:002012-11-09T20:07:59.454+01:00The 6 myths of the distribution channel
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<span style="font-family: Verdana, sans-serif;">There
are many situations in which a small or medium business can support its
commercial and go-to-market strategy through a network of partners
(distributors, dealers, wholesalers, etc). It is a very common way to market
products and to provide a high level customer service.<o:p></o:p></span></div>
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<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;">But
developing a suitable indirect channel strategy is not easy at all. Having a
distribution network has many advantages but requires at the same time a
thorough understanding of its dynamics.
Otherwise, dealing with distributors can become a real headache and a
burden rather than a competitive advantage.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;">One
way to address this complex issue is to start by analyzing the most common
mistakes in the practice of managing distribution channels. I call them
"the myths of the distribution channel" due to the huge number of
conventions and assumptions generally accepted but usually unrealistic.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Verdana, sans-serif;">The myth of exclusivity.<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;">In
my experience granting a distributor an exclusive territory does not guarantee
a special performance. It only makes sense if the product is particularly new
in the market or require a specific investment by the dealer . Even with this
situation the timeframe for the exclusivity should be limited. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;">It
can also make some sense in those sectors in which the ripening time for
purchasing is very long and requires a high level of interaction with the end
customer.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;">In
all other cases I know, the market share obtained is greater when channels
compete or are complementary. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Verdana, sans-serif;">The myth of access to new customers.<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;">Distributors
are often particularly effective in attacking its base of regular customers.
Accessing new customers is difficult and often very expensive. Therefore,
unless we give the dealer a very good reason to do a special effort (for
example, a great incentive or a significant competitive window of opportunity),
access to new accounts in this way is frequently very difficult. Therefore,
when choosing a partner make sure that its customer base is adequate for your
products.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Verdana, sans-serif;">The myth of demand generation.<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;">Distributors
serve markets but rarely develop them. This means that the manufacturer has the
ultimate responsibility for demand generation. Of course you can decide to have
some specialist dealers to train end customers about new products, services or
technologies, but its contribution in terms of market share growth is probably
going to be very limited.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Verdana, sans-serif;">The myth of treating everyone the same<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;">Another
common mistake in implementing a development strategy of distribution channels
is assuming that it must be the same in all areas, for all products and for all
partners. But the real world makes differences. For example, we may find
relatively small distributors that have extremely large market shares in its
territory or distributors with a wide geographical presence but with a very
limited market share at local level.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;">Obviously
both are important: the first because they provide us proximity to local
markets (usually thanks to an excellent customer service) and second because
they give us capillarity. But it is also clear that both can not be managed on
the basis of rewarding them in the same way. In short, we must make a
differential management based on the value provided for our brand in the short
and in the long term.<o:p></o:p></span></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Verdana, sans-serif;">The myth of “higher investment in the
distributor means higher sales”<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;">In
distribution management is very important to manage expectations. If your
products are a very small part of the portfolio of a particular distributor and
therefore a very low percentage of its sales, it is more than reasonable to
think that the effort of the sales force will be even lower. It is important in
this case to assume that our product will be "more dispatched rather than
sold" and therefore does not worth making large investments in specialized
training, expensive promotions or certification programs. The right thing in
such cases is to make the selling process as simple and easy as possible and
assure a reasonable stock availability. Everything else is wasting valuable
marketing budget that should be devoted to generating demand on the end
customer (pull strategy) and to support dealers who are playing their survival
with their products or services.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal">
<b><span style="font-family: Verdana, sans-serif;">The myth of pressing
the channel only with sales matters.<o:p></o:p></span></b></div>
<div class="MsoNormal">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;">There
is a belief in some circles that the manufacturer just have to press dealers to
sell because everything else can distract them from their main task. Although
there is some truth in this, it is also true that professional management of
distribution channel requires monitoring and control from both sides. For
example, as well as the distributors expect from the manufacturers a detailed
list of marketing activities that support their sales action, the manufacturers
have the right to demand similar information to its partners (training plans,
sales reporting, business plans, etc.)<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;">In
short, developing a business strategy through the distribution channel does not
in any way mean the delegation of responsibility of selling in the
distributors. If you are a manufacturer, do not forget that you sell through
the distribution channel, not to the distributors, and you can not ask them to
do what you do not want to do. It is important to remember that brand loyalty
by your distribution partners is directly proportional to the margin they
obtained by selling your products and the potential sales growth they observe
in the short and medium term.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Verdana, sans-serif;"><br /></span></div>
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<!--StartFragment--><span style="font-family: Verdana, sans-serif;">Therefore, it behooves manufacturers to offer a
solid business proposal that should convince the dealers that to bet on their
brand is a good business. But as well manufacturers demand planning, rigor and
results to their direct sales force and offer support with marketing policies,
incentives and talent management, they also must demand and offer the same to
distributors in accordance with their business strategy and demolish the myths
mentioned above. That's the only way I know to have a strong business
partnership and I'm sure it works when talking about channel distribution
development.</span><!--EndFragment--></div>
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<br /></div>
<br />Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-45785141186165531902012-10-20T21:50:00.002+02:002012-10-20T21:50:40.259+02:00How to sell more and better<!--[if gte mso 9]><xml>
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<!--StartFragment-->
</div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFxHgI4dw09jMfpkis-YW7qp-zToV3ZktvsF0McZxJ-cIulG05fjLMJfVprT_1Gu7Sp6RPEWtMuQYjAIVf6PONnGchUZklgdnhHtNlDyhHrmk5j13W9mFW2mhCIBtMB-4Hb26lCBByua8/s1600/Fotolia_35270866_M.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="150" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjFxHgI4dw09jMfpkis-YW7qp-zToV3ZktvsF0McZxJ-cIulG05fjLMJfVprT_1Gu7Sp6RPEWtMuQYjAIVf6PONnGchUZklgdnhHtNlDyhHrmk5j13W9mFW2mhCIBtMB-4Hb26lCBByua8/s200/Fotolia_35270866_M.jpg" width="200" /></a></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Each fiscal year begins with the same nightmare: the sales counter
is once again reset to zero. And what’s worse the goal for the new year is
higher than the previous one and includes an additional growth percentage to
hedge the wage and tax increases, the effect of inflation, the rising costs of
raw materials, etc.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">At the same time the market is increasingly competitive and
selling is also much more difficult. We are not talking only about the effect
of the crisis, which has waned considerably the size of most of the markets,
but also about the emergence of substitute products, new competitors, new
market channels, etc.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Sometimes we may be tempted to think that a good solution to
achieve the desired sales growth can be hiring more salespeople. In some cases
it may work, but unfortunately it is quite often expensive and unrealistic to
find well trained salespersons willing to help us get results in the short
term. Therefore, before opting for this alternative, it seems reasonable to
make sure we've done everything possible to ensure maximum productivity of the
sales force we already have.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;"><br /></span></div>
<!--EndFragment--><br />
<div class="separator" style="clear: both; text-align: left;">
<span style="font-family: Calibri; text-align: justify;">Before passing the responsibility for meeting sales goals to field
salespeople it is important to align them with </span><a href="http://www.rafaelortiz.net/2012/06/marketing-plan-unresolved-matter-for.html" style="font-family: Calibri; text-align: justify;" target="_blank"><b>the marketing plan</b></a><span style="font-family: Calibri; text-align: justify;">. A good
research of current customer base and an appropriate segmentation will help the
sales representatives to know what to sell to each customer and how.</span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Planning<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Commercial activity requires good planning and for that there is
nothing better than to incorporate it into the daily salesperson work. <o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">When dealing with a few clients, but with a significant business
potential, it is highly recommended to develop an <b>account plan</b> (typical in B2B environments) where you fix your
strategy and decide how you are going to attack that customer, what products your are
going to sell and through which people. If the customer is really important you
should include the specific sales funnel and the status of every single
opportunity that may exist.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">In the case of the sales reps who have to deal with many customers
or prospects the daily work can be planned through activity
monitoring tools (time management, number of cold calls or visits to be carried
out, etc.)<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Incentivation
plans<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Another powerful tool for sales productivity growth is the incentive
scheme that has to drive the activity of every single salesman in the right
direction. Very often we find that incentive plans are not properly designed
and end up blurring commercial activity and generating many inefficiencies.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Of course we assumed that the main responsibility of a salesperson is
meeting the targets, but at this point it is also important not to forget the
sustainability of our business. Therefore when evaluating sales reps we have to
ensure we incorporate practices that
encourage business development in the medium and long term. If we are too
short-sighted, we can end up making the mistake of promoting only short-term
sales and ignore more substantial sales processes that require longer decision
times.<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">So the incentivation plan must not only respond exclusively to
sales targets. You should also consider <a href="http://www.rafaelortiz.net/2012/09/keys-to-develop-strategic-plan.html" target="_blank">the strategic objectives</a> of the medium
and long term: a sale today that generates customer dissatisfaction is usually
a very bad deal. If we see our sales force as a key part of our customer
loyalty strategy, we have to ensure and encourage actions that are designed to
improve customer satisfaction and generate better customer experiences. And you
should incentivize them as well!<o:p></o:p></span></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Automation<o:p></o:p></span></b></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<br /></div>
<div class="MsoNormal" style="text-align: justify; text-justify: inter-ideograph;">
<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Traditionally this concept has been linked to large organizations
with a large number of salespeople. However today there are many platforms
accessible to small and medium enterprises . They allow to minimize the time
that sales reps spend on administrative tasks or reporting activities. Many
typical suppliers of these solutions for large companies (eg <a href="http://www.salesforce.com/smallbusinesscenter/smbhome/" target="_blank">Salesforce</a>) have
services tailored for SMEs in their portfolio. There are also many solutions
specifically designed to be used through applications for mobile devices
(smartphones and tablets).<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Regarding technology as a facilitator of business productivity, <a href="http://www.rafaelortiz.net/2012/04/5-reasons-for-sme-to-be-in-social-media.html" target="_blank">we must not forget the 2.0 world</a>. One of the main values of a salesperson is his
contacts network and how he is able to manage on a day to day. Well, at this
point social networks can help maintain a quality contact especially in the B2B
world where you can not always access easily to the most influential or
decision-making person. Social networks are also a source of information of the
first magnitude to get to know more about the competitors and, therefore, to
improve the approach to the customer.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">According to a <a href="http://services.google.com/fh/files/misc/google_emea_social_report_2012.pdf" target="_blank">recent study by Google and Millward Brown</a>, social
networks are used by 41% of experts and professionals to find information
quickly, by 37% to collaborate and share knowledge, by a 34% to manage their
networking and relations and by 31% to reduce the volume of emails received.
Undoubtly these are all aspects which contribute to a considerable improvement
in productivity.<o:p></o:p></span></div>
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<br /></div>
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<b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Productivity
Techniques<o:p></o:p></span></b></div>
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<br /></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">As <a href="http://www.linkedin.com/in/josemiguelbolivar" target="_blank">José Miguel Bolivar</a> says, "productivity is not measured by
the number of things you do, but by the quality of the decisions you
make." The implementation of a <a href="http://en.wikipedia.org/wiki/Getting_Things_Done" target="_blank">GTD model (Getting Things Done)</a> may
generate an improvement of up to 30% on a sales staff productivity. Just make
your own calculations about what this may mean in terms of new sales...<o:p></o:p></span></div>
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<br /></div>
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<b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Talent
management<o:p></o:p></span></b></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">If we accept that satisfaction generates productivity then we will
accept the importance of a proper <a href="http://www.rafaelortiz.net/2012/04/motivation-and-talent-management-in-sme.html" target="_blank">talent management</a> of our salespeople. There
are plenty of studies that show that a high level of employee engagement
dramatically improves sales figures and margins. Our number one priority when
designing professional development plans, loyalty and motivation schemes, etc.
must be the commercial staff. After all who is going to make the sales counter
work once again? Our salespeople, of course.<o:p></o:p></span></div>
<!--EndFragment-->Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-23732813379156541602012-09-09T20:07:00.000+02:002012-09-09T20:08:18.102+02:00Keys to develop a strategic plan<!--[if gte mso 9]><xml>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">According to Wikipedia a strategy is a “a <a href="http://en.wikipedia.org/wiki/Plan"><span style="color: windowtext; text-decoration: none; text-underline: none;">plan</span></a> of action designed to
achieve a specific goal. Strategy is all about gaining (or being prepared to
gain) a position of advantage over adversaries or best exploiting emerging
possibilities”. So from a business perspective we can define
strategy as an integrated set of decisions that a company takes for better
results and positioning in the long term (3 to 5 years, although the current
trend is to reduce this time due to the unstable economic and business
enviroment we live).<o:p></o:p></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A company strategy is usually developed through a document called <b>Strategic Plan</b>. This plan has three
very distinct parts: where we are (diagnosis), where we want to go (vision) and
how we're doing (action plan) . Do not forget that this is an exercise based on
the deep knowledge of our business and competitive environment, but it is also
intuitive to the extent that the vision and plan of action are necessarily
subjective.<o:p></o:p></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Usually we tend to define a strategic plan when we consider that
we must make any substantial changes in the course of our business. However, in
my opinion, any company or organization, no matter the size, must have a
strategic plan to guide its actions and decisions. As the philosopher Seneca used
to say "if one does not know to which port one is sailing, no wind is
favorable".<o:p></o:p></span></div>
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<b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Where we are (diagnosis)<o:p></o:p></span></b></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">This is perhaps the most objective part of the strategic plan, as
it is based on research and data collection about current situation of the
business (competitive environment, commercial offering, organizational
structure, marketing policies, processes, etc..). It usually includes both an
internal and an external analysis developed through a tremendously helpful
tool: SWOT.<o:p></o:p></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">It is also important to consider the major market trends with local
or global effect (what John Naisbitt calls "megatrends") that are
being sighted at the time of planning but may have a definite impact on our products
or customers in the upcoming years. We are talking about such ambiguous
concepts as globalization or the universal low-cost concept but also
about issues much more attached to the new consumer habits like the rise of
electronic commerce, the electric vehicles or the healthy diets.<o:p></o:p></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">It is very important to do a good job of analysis and diagnosis.
However it is also essential to limit the time and resources we dedicate to
this chapter. The temptation to go into too much detail level is very high. If
this happens the strategic plan can be too cumbersome or even do not end up
seeing the light.<o:p></o:p></span></div>
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<br /></div>
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<b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Where we
want to go<o:p></o:p></span></b></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">This is the favorite part for people who like strategy. It is time
to define who we want to be, how we want to position our company and what are
our values. It is without doubt, the most poetic of work but also,
admittedly, the most difficult and necessary.<o:p></o:p></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">There is some consensus in academia and business to address this
issue with three main concepts: mission, vision and values.<o:p></o:p></span></div>
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<b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Mission</span></b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">. Acording to some authors the mission statement consists of three
essential components: the key market (target audience), the contribution
(products or services) and the distinction (whay make you unique). A good
example of this could be McDonalds mission statement: “To provide the fast food
customer food prepared in the same high-quality manner world-wide that is
tasty, reasonably-priced & delivered consistently in a low-key décor and
friendly atmosphere." However I think like <a href="http://philmckinney.com/">Phil McKinney</a> that “mission statements needs
to be aspirational. They empower teams to create raving custom fans
by doing whatever it takes to meet the mission”.<o:p></o:p></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">A great example of this approach is the
Spanish hotel chain <a href="http://www.room-matehotels.com/index.php/eng/mision-y-valores">Room Mate</a>:
"we create welcoming and different spaces that surprise all who visit with
their design, but most of all, for the treatment received, since more so than a
client you are treated as a buddy, our friend, our room-mate”.<o:p></o:p></span></div>
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<b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Vision</span></b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">. It's a very specific statement
of intent. This is like a “picture” in a given time horizon that express the
company position we are trying to achieve. Sometimes it is expressed in terms of goals. An example might
be: "We aim to become the French market leader in the manufacture of solar
panels in 2016, with a turnover of 23 million euros and 28% market share."
A definition of vision that is not expressed in terms of figures, dates and relevant
milestones is not worth to the extent that it does not give a clear and definite
goal to reach.<o:p></o:p></span></div>
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<b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Values</span></b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">. This is a set of principles
that determine the behavior of a business corporation as a whole. Somehow a
code of conduct that commits the organization to follow and incorporate into all
production processes and business to achieve the vision, and make it be
different from other brands. An interesting example is <a href="http://about.van.fedex.com/mission-strategy-values">FedEx</a> where people,
service, innovation, integrity, responsability and loyalty are their brand
values.<o:p></o:p></span></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">There are at least <a href="http://www.rafaelortiz.net/2012/03/3-strategic-models-for-market.html">three
major strategic models to add value</a> to clients that have proven fully
effective. It is at this point that we have to choose what is best for our
company and commit to it as it will determine the decisions we make from here
on out. Recall that the coherence and consistency are two key ingredients in
building a brand positioning.<o:p></o:p></span></div>
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<b><span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Action Plan.<o:p></o:p></span></b></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">At this point we move from
strategy to operational action. This Strategic Plan chapter defines all actions
we take to achieve the goals we have set for our company. This section will
include things like trade policy, the marketing and communications plan, the financial and human resources plans, etc.
We also have to define key metrics and indicators (KPI) that will give us the
information we need to be sure we are working in the right direction.
Therefore, it can be very useful at this point to define a scorecard to help us
make the proper monitoring of the plan.<o:p></o:p></span></div>
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<br /></div>
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<span style="font-family: Calibri; mso-ascii-theme-font: major-latin; mso-hansi-theme-font: major-latin;">Finally, let me remind you that
the process of strategic thinking is alive. Although we can have developed a
Strategic Plan 2012-2016 it is very important to periodically review its
progress and scope. As indicated earlier, there can be regulatory, economic and
technological changes that can recommend the reformulation of the plan. This
tool is a guide that helps us to remember where we want to go and not blur our
positioning, but it should not become an element of inflexibility that can lead
us to disaster.<o:p></o:p></span></div>
<!--EndFragment--><br />
<!--EndFragment-->Unknownnoreply@blogger.comtag:blogger.com,1999:blog-7028916131332972466.post-4090614859620850812012-08-14T13:01:00.000+02:002012-08-14T13:17:16.090+02:007 key questions for a communication plan<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi3p-8Yn9GcwjLXDs5y3luEv2HA2jjFZjQcsBcxzTamohHLih8yul8toFU829dOhusRxX-vqv6eCil_jP6OgSODTCXwdKWVT5mLTb3kHsBVfzF0zl6OROCvwVrKLgIGsfB8Rep8tIERBGw/s1600/comunicaci%25C3%25B3n.jpg" imageanchor="1" style="clear: left; cssfloat: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="186" mda="true" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi3p-8Yn9GcwjLXDs5y3luEv2HA2jjFZjQcsBcxzTamohHLih8yul8toFU829dOhusRxX-vqv6eCil_jP6OgSODTCXwdKWVT5mLTb3kHsBVfzF0zl6OROCvwVrKLgIGsfB8Rep8tIERBGw/s200/comunicaci%25C3%25B3n.jpg" width="200" /></a></div>
<div class="MsoNormal" style="background: white; margin: 0cm 0cm 10pt; mso-background-themecolor: background1; text-align: justify; vertical-align: top;">
<span style="font-family: Verdana, sans-serif;"><span lang="EN" style="color: #333333; line-height: 115%; mso-ansi-language: EN; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">Whether you like it or not <strong>all companies communicate</strong>. Therefore, the best recommendation we can do about this issue is to plan your communication.</span><span lang="EN" style="color: #888888; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"> </span></span></div>
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<span lang="EN" style="color: #888888; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 10.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span><span lang="EN" style="color: #333333; font-family: Verdana, sans-serif; line-height: 115%; mso-ansi-language: EN; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">However it is not my objective here to show how to make a good communication plan. I’m much more interested in presenting the key questions that any businessman should ask before launching a communication plan. </span></div>
<div class="MsoNormal" style="background: white; margin: 0cm 0cm 10pt; mso-background-themecolor: background1; text-align: justify; vertical-align: top;">
<span lang="EN" style="color: #333333; font-family: Verdana, sans-serif; line-height: 115%; mso-ansi-language: EN; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">These questions are in fact pure common sense: <strong>a very simple check-list that will help you to focus your plan</strong>, <strong>align it with the corporate strategy</strong> and <strong>improve its effectiveness</strong>.</span></div>
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<div class="MsoNormal" style="background: white; color: #333333; line-height: normal; margin: 0cm 0cm 0pt; mso-background-themecolor: background1; mso-list: l0 level1 lfo1; text-align: justify; vertical-align: top;">
<span style="font-family: Verdana, sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="mso-ansi-language: EN; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">What business goal do you want to serve with the communication plan?</span></b><span lang="EN" style="mso-ansi-language: EN; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"> Do you want to sell more? To improve the customer satisfaction index? To engage the staff with your business strategy? </span><span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></span></div>
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<span lang="EN-US" style="color: #333333; font-family: Verdana, sans-serif; mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></div>
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<div class="MsoNormal" style="background: white; color: #333333; line-height: normal; margin: 0cm 0cm 0pt; mso-background-themecolor: background1; mso-list: l0 level1 lfo1; text-align: justify; vertical-align: top;">
<span style="font-family: Verdana, sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="EN" style="mso-ansi-language: EN; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">What is your target audience?</span></b><span lang="EN" style="mso-ansi-language: EN; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"> Once you have answered the previous question about the business goal you want to achieve, it is time to determine which audiences are most important for your communication plan. Customers, prospects, employees, shareholders, partners, suppliers, government, NGOs, etc. can be your target audiences. You can develop a plan for several groups at once, but you have to make sure that you adapt the message and choose the right channel for each one.</span></span></div>
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<span style="font-family: Verdana, sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">What’s the key message you want to transmit to your audience?</span></b><span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"> To be effective, it must be concrete and relevant to those who will receive it. In fact, it is the only way you have to compete with the thousands of corporate messages that every single day impact on any average person through ads, social media, etc.<o:p></o:p></span></span></div>
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<span lang="EN-US" style="color: #333333; font-family: Verdana, sans-serif; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></div>
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<span style="font-family: Verdana, sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">What communication channels are appropriate for your purposes?</span></b><span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"> Put another way: what communication tools are you going to use? To make a good decision it is important to bear in mind two fundamental things: the audience you want to impact and the message you want to deliver. For example, if you have a very innovative and interesting message for a very huge audience, you should probably choose a press conference (press is always eager of this type of contents). But if you want to deliver a commercial message to a very specific audience your best option could be an advertising campaign in the local media (from an ad on an industrial estate services directory to a local radio station). If you want to strengthen your relationship with your key customers, your best option could be to make an event. As you can see, there are many alternatives: it is just about choosing the most suitable for your purpose.</span><span lang="EN-US" style="color: #333333; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><o:p> </o:p></span></span></div>
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<span lang="EN-US" style="color: #333333; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span><span style="font-family: Verdana, sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">What’s your budget? </span></b><span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">Although there are many possibilities to develop communication activities with no budget (for example, through social media networks), usually you are expected to make some investment. This should be proportional to the estimated ROI. But remember: sometimes imagination can be much more valuable than money (a good low-cost </span><span lang="EN-US" style="mso-ansi-language: EN-US; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES;">viral </span><span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">marketing campaign can work miracles!)</span></span></div>
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<span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"></span><span style="font-family: Verdana, sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">How are you going to measure the ROI of your communication plan? </span></b><span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">It is essential to answer to this question before launching the plan. You can measure it in terms of sales increase, brand awareness, new business leads, etc. If the answer is obvious for you, you will probably build a very good plan. If not, then you have many chances for make a big mistake.</span><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="color: #333333; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><o:p> </o:p></span></b></span></div>
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<b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="color: #333333; line-height: 115%; mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></b><span style="font-family: Verdana, sans-serif;"><b style="mso-bidi-font-weight: normal;"><span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">Do you have the skills to carry out this communication plan? </span></b><span lang="EN-US" style="mso-ansi-language: EN-US; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Calibri; mso-bidi-font-size: 12.0pt; mso-bidi-theme-font: minor-latin; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin;">Many communication tools require specialized staff that is not normally available in a small business. In such case, it is important to draw on an agency to assist you in the design of the plan and in its execution. To do that you obviously need some budget.<b style="mso-bidi-font-weight: normal;"><o:p></o:p></b></span></span></div>
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