A recent article in Harvard Business Review pointed out a key problem - too often, many businesses pick up the wrong measures. That means, they evaluate their success and monitor their strategy deployment through the wrong eyes. And this is as true for finance as for in-market performance. Too often, we see "number of consumers using our product" objectives set through "market share" (instead of "penetration"), "sales growth" measuring "equity strength" or brand awareness mixed with communication awareness. So, just remember the mantra of that HBS article:
1) Define your objectives
2) Assess drivers of value, based on the understanding of cause and effect in your market
3) What does it need to be done to improve performance on those value drivers?
4) Monitor regularly and adjust adequately
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