Silos

In business, there are some popular adages. Usually applicable in many circumstances, such as: "If you don't know where you're going, how will you get there" or "If you can't measure it, you can't manage it."

This article in Chief Marketer resonated with me and the importance of a commoly understood strategy and how to quantify success.

Developing a top down vision, focus and business objective is the first place to start to break down silos so there is a common understanding and alignment on what the end goals are. Marketing falls out of that so that individual segment strategies (consumer, health care professionals, etc) can all be variations of the same overall goal.

The benefit of this type of simple approach? There are many: clear focus, defined strategy, engaged employees, definable goals and easier to measure outcomes. However, it all starts with knocking down the silos, encouraging accountability, collaboration, dialogue and critical thinking. Anything that deviates from that should not be tolerated.

I'll probably continue to harp on my continued theme about simplicity, and asking, "What's the objective?"
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