2. Objective
• Logical next step to strategic meets –
• Creating sharp measures for strategic
objectives
• Identifying initiatives to drive strategic
objectives
• Cascade measures and initiatives to the
manager level
3. Problems of Strategy The Balanced
Implementation Scorecard is:
You can’t measure A
MEASUREMENT what you cannot Measurement
describe System
+
Alignment
You can’t manage A Strategic
MANAGEMENT what you cannot Management
measure System
Focus
+
You can’t A
COMMUNICATION communicate what Communication
you cannot describe Tool
“Measurement is the foundation of management.”
4. What is the Balanced Scorecard?
PROFITABLE The BSC
GROWTH Retains the
Financial traditional
Perspective financial
New Revenue Current Business Productivity Use of Assets measures
Customer Value Proposition
Customer Best in Best Total Best Total Cost
Perspective Product/Service Solution
The BSC links
the financial
Internal Product Customer Operational measures with
Perspective Innovation Intimacy Excellence the drivers of
future
performance
Learning Skills Technology Environment
and Growth
5. Vision-Mission Barrier
Only 5% of the work force
understands the strategy
People Barrier
One of 4 managers have
BARRIERS incentives linked to strategy
STRATEGY TO
EXECUTION
Management Barrier
Strategy is not regularly
discussed and prioritized
Resource Barrier
Budgets not linked to strategy
Source: Kaplan & Norton
6. Vision-Mission Barrier
Only 5% of the work force
understands the strategy
People Barrier
One of 4 managers have
BARRIERS incentives linked to strategy
STRATEGY TO
EXECUTION
Management Barrier
Strategy is not regularly
discussed and prioritized
Resource Barrier
Budgets not linked to strategy
Source: Kaplan & Norton
7. Vision-Mission Barrier
Only 5% of the work force
understands the strategy
People Barrier
One of 4 managers have
BARRIERS incentives linked to strategy
STRATEGY TO
EXECUTION
Management Barrier
Strategy is not regularly
discussed and prioritized
Resource Barrier
Budgets not linked to strategy
Source: Kaplan & Norton
8. Vision-Mission Barrier
The BSC overcomes Vision-
Only 5% of the work force Mission Barrier through the
understands the strategy translation of strategy
The BSC is a shared understanding of the Vision-Mission strategy
translated into:
Financial
Customer
Internal
Learning&Growth
9. Vision-Mission Barrier
Only 5% of the work force
understands the strategy
People Barrier
One of 4 managers have
BARRIERS incentives linked to strategy
STRATEGY TO
EXECUTION
Management Barrier
Strategy is not regularly
discussed and prioritized
Resource Barrier
Budgets not linked to strategy
Source: Kaplan & Norton
10. People Barrier
„cascading‟ the scorecard
One of 4 managers have overcomes the People Barrier
incentives linked to strategy
STRATEGY TOP-DOWN BOTTOM-UP
Profitable
Growth
employee
Financial
New Increase Efficie
Expand
Sources in nt Use
of
Revenue
Current
Business
Productivi
ty
of
Assets driving the sees his/her
strategy to contribution to
Customer Value
Proposition customer all the strategy
Product Service Image
Customer scorecard employees
at all levels “line of sight”
Understand Total
Efficient Use
New
Products
the
Customers
Solutions
Homebuilder
CRM. Productivity .
of Assets process
Internal scorecard
Increase Employee
Competence
• Employee • Revenue per
Satisfaction Employee personal
Learning& scorecard
Skills Systems Align Personal Goals
Growth alignment and focus
11. Vision-Mission Barrier
Only 5% of the work force
understands the strategy
People Barrier
One of 4 managers have
BARRIERS incentives linked to strategy
STRATEGY TO
EXECUTION
Management Barrier
Strategy is not regularly
discussed and prioritized
Resource Barrier
Budgets not linked to strategy
Source: Kaplan & Norton
12. Management Barrier
strategic learning overcomes the
Strategy is not regularly Management Barrier
discussed and prioritized
The Balanced Scorecard translates the vision and strategy into a
coherent set of measures in four balanced perspectives
Strategy Map Objective Measure Target Initiative
• Grow • Annual • Marketing
Financial Revenue Revenue Gross +30% program
Growth from new Sales
products The Balanced
Customer New Products
• Satisfy • Customer • CRM Scorecard
Customer Profitability +20% Program
Needs describes how
Internal World-Class • Fast Time to • Time to from 9 • Cycle Time the strategy will
Product Market Market down to Reengineering
Development 6 months be executed
Learning &
• Acquire, • Staff • Skills
Growth Highly Skilled
Develop Competence 90% Development
Workforce
Skills Program
13. Vision-Mission Barrier
Only 5% of the work force
understands the strategy
People Barrier
One of 4 managers have
BARRIERS incentives linked to strategy
STRATEGY TO
EXECUTION
Management Barrier
Strategy is not regularly
discussed and prioritized
Resource Barrier
Budgets not linked to strategy
Source: Kaplan & Norton
14. Resource Barrier
Strategic Resource Allocation
Budgets not linked to strategy overcomes the Resource Barrier
Financial
Customer
Internal
Learning&Growth
Budget
linked to the
strategy
15. Resource Barrier
Strategic Resource Allocation
Budgets not linked to strategy overcomes the Resource Barrier
Selecting and Managing Initiatives
1 Other CRM SCM
projects
On-going & proposed SRM
CSR
strategic initiatives re- TQM
examined JIT,QDP
Marketing
Projects
2
Screen, assess, and identify
“Linked and Strategic”
CRITERIA:
initiatives
Balanced Scorecard strategies should
be linked to the
3 overall strategic
Select strategic initiative that goals
will grow the enterprise List of Priorities
16. Cause and Effect Relationships and the Balanced Scorecard
STRATEGY MAPS – a chain of cause-and-effect logic that connects
the desired outcomes with the drivers
Revenue
WHAT?
Financial Growth
Loyal Customers WHAT?
HOW?
Customer
Quality Product WHAT?
HOW?
Quality Quality HOW?
WHAT?
Internal Production Materials
Learning Skilled Workforce +
HOW?
& Growth Technology
17. Cause and Effect Relationships and the Balanced Scorecard
A strategy is a set of hypothesis about CAUSE and EFFECT.
Revenue
EFFECT
Financial Growth
• A chain of cause and effect
Loyal Customers CAUSE
EFFECT relationships can be established
Customer as a vertical dimension through
Quality Product CAUSE
EFFECT
the four BSC perspectives.
Quality Quality • The BSC tells the story of the
Internal CAUSE
EFFECT
Production Materials strategy
Learning Skilled Workforce + CAUSE
& Growth Technology
18. Cause and Effect Relationships and the Balanced Scorecard
A strategy is a set of hypothesis about CAUSE and EFFECT.
Revenue
EFFECT
Financial Growth CAUSE AND EFFECT ANALOGIES:
Loyal Customers CAUSE
cause effect
Customer EFFECT
Quality Product
driver outcome
Quality Quality if then
Internal Production Materials EFFECT
CAUSE
how what
Learning Skilled Workforce + CAUSE
& Growth Technology
19. The ‘Balance’ in the Balanced Scorecard
BALANCE BETWEEN …
… TANGIBLE and INTANGIBLE Assets
… FINANCIAL and NON-FINANCIAL Measures
… EXTERNAL and INTERNAL Constituents
… LAG and LEAD Indicators of Performance
FINANCIAL Measures NON-FINANCIAL Measures
EXTERNALPerspective
•Financial
Constituents INTERNAL Constituents
•Customer Perspective
•Financial Perspective
LAG Indicators •Internal Perspective
LEAD Indicators
•Internal Perspective
•Customer Assets
TANGIBLE Perspective •Learning and Growth
INTANGIBLE Assets
of Performance •Learning and Growth
of Performance
Perspective
Perspective
20. The ‘Balance’ in the Balanced Scorecard
1 – Balance between the tangible assets and intangible assets
Revenue
Financial Growth
Loyal Customers
Customer
Quality Product
Internal
Quality
Production
Quality
Materials
tangible assets
Learning Skilled Workforce +
Technology
intangible assets
& Growth
In order to extract value from the intangible assets,
these must be transformed.
21. The ‘Balance’ in the Balanced Scorecard
2 – Balance between the financial measures and non-
financial measures
Objectives Measures Targets Initiatives
Revenue
Financial Growth
Financial
Loyal Customers
Customer
Quality Product
Quality Quality Non-Financial
Internal Production Materials
Learning Skilled Workforce +
& Growth Technology
22. The ‘Balance’ in the Balanced Scorecard
3 – Balance between the internal and external constituents
Revenue
Financial Growth
Loyal Customers External – where we (effect)
Customer want to go
Quality Product
Quality Quality
Internal Production Materials
Internal – what we (cause)
Learning Skilled Workforce + have to do
& Growth Technology
23. The ‘Balance’ in the Balanced Scorecard
4 – Balance between lag and lead indicators of performance
Objectives Measures Targets Initiatives
Revenue
Financial Growth
lag lead
horizontal
Loyal Customers dimension of the
Customer BSC
Quality Product
Quality Quality
Internal Production Materials
Learning Skilled Workforce +
& Growth Technology
vertical dimension
of the BSC
24. Performance Measures in the BALANCED SCORECARD
measures the „lead‟ or driver to the lag
measures the results of an
Financial measures, can measure intermediate
action after a time period processes & activities
• sales • number of sales calls
Customer
• hours spent with customers
Internal historical predictive
Learning after the fact can make adjustments
&Growth
1
25. Strategy Maps
Perspectives
Long Term
Financial Long Term
Shareholder Value
Business Performance Levers Shareholder Value
How do we Growth Productivity
contribute to Growth Productivity
Strategy Strategy
business Strategy Strategy
success?
Customer Value Proposition
What do our
Cost Quality Time Function Relationship
customers Cost Quality Time Function Relationship
expect and
value?
Process Value Chain: Path to Performance
To satisfy our Assess
customers, Customer Assess
Innovation Customer Operational Regulatory Effectiveness
what processes Innovation Management Operational Regulatory Effectiveness
Processes Management Processes Processes in Meeting
must we excel Processes Processes Processes Processes in Meeting
Processes Need
at? Need
Capability Enabling Capabilities
To achieve our Skills and Technology Knowledge assets, Context,
vision, how competencies + and databases + best practices + Climate, Culture
must we learn
and improve?
“Adapted from Kaplan, Robert S. and David P. Norton; The Balanced Scorecard: Translating Strategy Into Action. Boston: Harvard Business School Press, 1996”