Sales and Marketing Today
Sales and Marketing Today

Organizations today are under a lot of pressure to perform. There are many ideas and thoughts being floated about as to how companies should improve performance. For any executive looking for answers, they will soon become overwhelmed with the amount of information that can be found and the infinite number of approaches that can be taken.

For many organizations, the thinking around improving performance is complicated and challenging. Most importantly, organizations struggle with where to begin and how to get started. Organizations struggle with clarifying their goals and objectives for performance improvement. The struggle stems from being able to focus on an enterprise wide approach to driving improvement that every member of the team can relate to and understand.

To improve performance an organization needs to communicate a plan that is relevant to every employee. The plan must also include an understanding of how every individual has a role in creating improvement.

With so many types of roles in an organization, the task of communicating a plan that promotes alignment and engagement at every level of the organization is daunting.

So where should a company focus it efforts on developing the plan? Improving the IQ of the organization through learning. A learning-focused organization will always succeed in generating the greatest level of performance improvement. Why? Because organizations are made up of people and investing in a highly educated and trained workforce is the best way to improve performance.

A learning-focused organization will always be in the best position to improve their performance because their people will have the knowledge and wisdom to change the organizational setting in a way that improves its ability to compete and prosper.

There is no substitute for smart people and organizations that promote learning and development have realized that investing in people is the key to long-term sustainability.

Where companies need to focus today is offering a learning platform that is on demand, highly dynamic and focuses on the individual learning style of the employee. Baked into this platform is the requisite understanding of what the organization needs from the individual in terms of performance improvement.

In essence, the goals for improvement of the individual should be aligned with the goals for the organization. Organizations today need to focus their efforts on implementing learning platforms that create a community approach to learning. This socialized learning approach will drive the collective intelligence of the organization and place it in the best position to improve performance.

In summary, a learning-focused organization that focuses on demand-oriented training and education tailored for the individual learner will not only improve performance but also maintain the level of improvement.

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Covario’s New Analytics Service

by Michael Rochelle on August 26, 2011

I spoke with the team at Covario recently and I’m very excited about the new Analytics Insights service they are offering their clients. According to the Covario team, the idea came about in response to a need expressed by some of their larger clients for “data-driven insights”.

Enterprise marketers increasingly are in need of experts who understand their business and can offer “non-obvious” advice on media strategy, metrics, organizational structure and competitive analysis to help them demonstrate campaign progress, show ROI and drive marketing innovation. Craig Macdonald, Covario’s CMO, stated “The vision for the new service is to expand our clients’ view of how to optimize digital advertising – particularly with respect to search – to drive their business goals”.

Craig Macdonald will personally oversee the new team and will initially focus on Covario’s largest clients including Research In Motion, Dell, T-Mobile, IBM, Urban Outfitters and Lenovo.

The Covario team will be producing breakthrough levels of insight for their clients in the following areas:

• Competitive analysis
• Attribution modeling
• Media-mix analysis
• Opportunity forecasting
• Budgeting optimization

Covario’s ultimate goal is to help their clients build “Digital Centers of Excellence”. For more information about this program, please visit http://www.covario.com/solutions/media-mix.

Covario is leveraging its deep analytical experience to form this newly dedicated team. I believe this team will create a unique and unmatched competitive advantage for Covario. Traditionally, companies ask their agencies for this type of information and are usually disappointed by their lack of insight.

Over time, Covario believes they will be able to standardize the process and offer the service through a fully automated approach. By automating the process, Covario will be able to engage a larger number of companies. For now, the team will work with a select group of clients to optimize the service before introducing automation.

Covario projects that the greatest demand for this service will come from brand advertisers. Covario will target the “CMO minus one” positions within companies with a heavy focus on executives responsible for media analytics. These advertisers place a lot of emphasis on the use of social media in their marketing efforts.

According to Covario, the process for engaging clients is simple. Covario will take their clients through a discovery process to identify key areas of need and then develop a specific scope of work based on meeting those needs. The goal of the analysis is to help executives better articulate the return on investment in media to their colleagues at critical intervals such as monthly or quarterly business reviews.

When I asked about the market potential for this service, I was given a very impressive figure. Covario estimates that approximately 1000 companies worldwide are spending $100 million or more on advertising each year. Covario believes they can capture 0.5-1% of their advertising expenditures with their new service. Covario stated that the staffing requirements for this service are incremental and are already aligned with the company’s present efforts making this service a solid contributor to the company’s bottom line.

Covario’s Analytics Insights Service, in my opinion, will be met with a rousing level of acceptance in the market place. Covario is finally offering companies around the world a level of analytics and insight for decision making that up until now has not been available. I applaud the team at Covario for developing this idea and I have no doubt that they will make it another positive endeavor in a long line of accomplishments by this cutting edge company.

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Managing Stress

July 2, 2011

Here are five helpful tips to assist you in managing stress: 1) Create a list – I keep a list on my desk top that I add and modify every day. This helps me manage both business related tasks and personal tasks. 2) When new things arise that create stress – a best practice is [...]

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