Secret To Successful Execution Share

Strategy Activation: The Secret to
Successful Execution.

In this Aquent-sponsored webcast,
Scott Glatstein talks about strategy
activation and how to turn your vision
into marketplace success.

© 2008 IMPERATIVES, LLC. All Rights Reserved.

Strategy Activation

The Secret to
Successful
Execution


STRATEGY:
1. The science or art of military command as applied to the
overall planning and conduct of large-scale combat
operations.

3. A plan of action resulting from the practice of strategy.

5. The art or skill of using stratagems especially in politics
and business.


STRATAGEM:

1. A deception


STRATEGY:

The art or skill of using deception
especially in politics and business.


G O -T O -M A R K E T
S TR ATE G Y


► Unbeatable Prices

► World Class Customer Service

► Luxurious Ride

► Mass Customization


“Nine out of ten [go-to-market]
strategies fail in the marketplace.”
David Norton
Harvard Business School


Strategy fails
to recognize the
capabilities and
limitations of the
organization.


Employees don’t
know how the
strategy affects
their day-to-day
responsibilities.


The business’s
systems and
processes can’t
support the
strategy.


Performance
metrics and
rewards are
not aligned to
the strategy.


90% Chance That Your Strategies Will Fail

3) Beyond the organization’s capabilities
4) Not communicated properly
5) Existing infrastructure can’t support it
6) Compensation mis-alignment


“In the 1960’s, if you introduced
a new product to America, 90%
of the people who viewed it for
the first time believed in the
corporate promise. Then 40
years later if you performed the
same exercise, less than 10%
of the public believed it was
true.

The fracturing of trust is based
on the fact that the consumer
has been let down.”
Howard Shultz


Reasons
Promise To Believe

1. Power
Driving
2. Performance
Excitement
3. Styling

1. Construction
Safety 2. Reliability
3. Features


OFFERINGS


OFFERINGS

The Promise
Unconditional
Customer
Satisfaction

OFFERINGS

Customer Experiences Happen


OFFERINGS

1. Identify all of your Customer Touchpoints


OFFERINGS

2. Determine the Most Influential Touchpoints


OFFERINGS

3. Design the Optimal Experience

Touchpoints

Reasons
To Believe


OFFERINGS

3. Design the Optimal Experience

Safety Marketing &
Advertising
Dealership Salesperson Servicing

Reasons
Construction
To Believe ? ? ? ?
Reliability ? ? ? ?
Features ? ? ? ?

OFFERINGS

Promise Yields
Go-To-Market
Customer
Strategy = Promise
Expectations

Experience

OFFERINGS

Assessing Your Offerings
Not
WIP Done
Done
Existing products and services match the overall
strategy and meet customer expectations.
Product Development teams understand the
strategy and actively incorporate the promise into
new products and services.
The end-to-end customer experience has been
mapped and designed to deliver the promise in
each customer interaction.
Customer feedback is monitored and analyzed to
identify additional ways to improve the overall
customer experience.


PEOPLE

Product/Service
Industrial Dishwashing Supplies

Promise
Cleaner, Safer Operation

Pillars
8. Personal Service
9. Swift Issue Resolution


PEOPLE

Capabilities
Trained Dishwasher Technicians

Culture
Personal Service
Swift Issue Resolution

Rewards
Customer Retention


PEOPLE

Assessing Your People
Not
WIP Done
Done
Hiring practices and policies are designed to
secure the resources required to implement the
current and future company strategy.
Training and development programs provide
employees with the specific skills necessary to
execute the business strategy.
Company culture supports the promise.

The compensation system is tied to specific goals/
objectives in support of the marketplace promise.


PROCESSES

Like a good neighbor…

PROCESSES


PROCESSES

Assessing Your Processes
Not
WIP Done
Done
Processes are focused on the customer
perspective and customer experience.
Internal processes are managed holistically across
silos to ensure strategic alignment.
Clear, effective communication channels exist
from the top organizational levels to the most
subordinate employees.
Processes are consistently reviewed for their
impact on the overall customer experience.


TOOLS

Latte Latte Latte Latte
Large 20 oz Med 16 oz Med 16 oz Med 16 oz
Skim 2% 2% Skim
Splenda Fu8ll Fu8ll Fu8ll
Splenda Vanilla Vanilla Vanilla


TOOLS

40

20


TOOLS

Right or Wrong?


TOOLS

Appropriate or Wrong?
Right vs. Inappropriate


TOOLS

Assessing Your Tools
Not
WIP Done
Done
Tool choices are reviewed in the context of the
overall promise and envisioned customer
experience.
Tools are periodically reviewed to ensure they still
align to the organization’s promise.
Staff has been trained to use the organization’s
systems accurately and effectively.
Employees see the value of the tools and use
them consistently in their daily routines.


1. Strategy = Promise and promises are hard to keep

3. Design a holistic experience that fulfills the promise

5. Give your people the proper skills and motivation

7. Enable their success with the right processes and tools


Thank
You!
WWW.STRATEGYACTIVATION.COM


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