How Great Organizations Work to Deliver VALUE!
Have you ever noticed that those companies and organizations that we consider as being great do things better and are much more effective and successful in the things that they do? Why is that? What is it that makes those organizations be that way?
Well for one thing, I believe that those organizations which excel at being great have an awareness and understanding of not only what their prospects and customers want and need, but also what their internal people need, in order to deliver those things. It’s what I call a wholesome environment or homogenous, where people collaborate and work together to solve problems and provide better solutions and greater value to their customers. Those organizations don’t work in silos, but instead work as teams and share ideas and tribal knowledge. This allows them to capitalize on what they know works and use it to improve the products and solutions they provide.
Those organizations understand that in order to deliver the type of value that their customers expect from them, they need to incorporate a strategic process that includes people, content and technology. According to Matt Heinz, of Heinz Marketing: “Sales and Marketing need to be aligned into a Single Cohesive Sales Machine”. In other words, they need to be on the same page and collaborate about what works and what doesn’t. In order to do that, they need to get the proper feedback from those people who interface with both customers and prospects. This will allow them to know what content or assets are working and which ones aren’t. Then they can either replace them or improve upon them. This process includes all three parts of the strategic process incorporating people, content and technology.
The right technology needs to be in place so that people can access the content, training materials or other assets they need to help them be more effective and prepared when they engage a customer or prospect. They also need to be able to use that same technology to provide a rating or feedback to the people who are responsible for creating it. They need to have the technology that not only delivers content when it is needed, but also provides insight and feedback into what others think about how valuable it is, or isn’t. This stimulates collaboration among colleagues that leads to better quality materials and more effective selling.
The feedback loop is also designed to help product development create the type of products and solutions that the market is asking for or needs, so that product launches can be more successful. In the end, this is how great organizations work to deliver products and solutions that customers want, while delivering better value to those customers as well. At least that’s the way I see it, what say you?