Showing posts with label #cmo. Show all posts
Showing posts with label #cmo. Show all posts

Saturday, October 11, 2014

The Great Talent Trade-Off



The global financial crisis has seen a reduction in team sizes, flater structures, and a focus on short term results. This has impacted on how talent is recruited and developed. Acquiring resources that make an immediate impact and are given a remit to 'act and ask questions later' is a trend.

In this current over stretched and activity driven business landscape, the process of developing people through mentoring and coaching is a distraction. Over burdened managers and team members do not have the time to do this well.

So where does this leave talented resources who want to learn and grow. I have seen many people thrown into the 'deep end' who rise to the surface displaying skills they did not even know they had. In these cases, it has mostly been a combination of personal tenacity, coupled with informal coaching and support that has fast tracked professional growth.

Resources that have development needs are missing out on quality informal support networks due to the stress on manager workloads. The outcome being a rush to recruit 'new' rather than enhance 'existing' skills. Given the cost, risks  and lead time of external recruitment this seems like a false economy.

Business leaders indicate that finding and managing talent is one of the biggest; if not the biggest; organisational issue and opportunity. Having resources with the right capabilities, attitudes and experience is a key success enabler. One dissenter, aggressor or saboteur can impact on a team's performance, morale and dynamics. The risk of this increases when new variables are thrown into the mix.

Learning theory states that the more frequently we perform a task, gain experience or apply knowledge the more adept we become. Many younger or developing professionals are finding that time, patience and tolerance for error needed for growth is a scarcity. Being 'tagged' specifically by the job function they perform rather then the potential abilities they possess.


Most managers indicate that they don't have time to manage people, let alone develop people. There is a lot of pressure on team leaders to performance manage individuals and significantly less focus on development. This is a symptom of the current business climate where people management is part of a job function and not a specialised competency.

Short term, high impact resources have come to be seen as the solution. However, when this solution is applied too often it can damage team performance. Causing disruption, frustration and even friction as teams attempt to move quickly while adjusting to change and pushing for results.

It takes time in any new organisation to learn how 'things are done' and effectively build internal networks to influence outcomes. Even highly experienced resources coming into a new organisation need to navigate decision politics and build influence. So the ability to make an immediate impact can be stifled. These resources too can suffer from a lack of internal guidance and coaching.

Bringing in new perspectives and skills is necessary at times. At other times it's a catalyst for disaster. While immediate results are the ultimate aim, these are hindered by changing group dynamics and lack of internal process experience. 

Existing resources that are dedicated, hardworking and willing to learn can excel in stretch roles with the right coaching. They have the advantage of established internal networks and trust. In short, they will get things done. Channelling existing talent into appropriate development roles would reduce recruitment costs, staff turnover and time wasting. It will build a learning environment and motivate current staff to excel with promotion in mind.

Getting the right mix of established and new talent requires considered thinking. People Managers have many time pressures, giving them little time to focus on others in their teams. So naturally it seems expedient to look for team players that need little guidance or direction.

Yet where does this leave individuals with potential who want to learn and grow. These resources can miss out on receiving the attention of their line managers for informal and formal mentoring. Is the desired outcome of minimal involvement for quick wins really holding true as managers struggle to do just that - manage people.

I can't help but ponder... managers are too busy to manage and resources need to be 'ready to roll.'

Are we making talent assessments based too much around short term needs?

Is there a section of the workforce missing out on developing professionally through informal support networks?

Is the cost vs benefit stacking up?

Is this a time of short term talent trade-offs that will have long term impacts on individual and team performance?

What do you think?

Tuesday, April 22, 2014

The Pursuit of Marketing Excellence


The pursuit of marketing excellence is a journey of discovery, territory expeditions, and sharing experiences. Like all great adventures, it is the twists in the tale that capture our imagination and stick in our memory. We learn as much from the chase as we do from the conquest.

A marketing culture that champions excellence has evidence of robust processes and information exchanges; all done under the umbrella of an aspirational internal positioning of marketing pursuits. 

What evidence of excellence would exist?

- details on ROI (return on investment) and/or ROO (return on objectives) are identified upfront
- is insight driven when formulating approaches
- NPD (new product development) has the customer in mind
- openly shares strategy and campaign development
- documents execution and performance
- trials and tests, learns quickly
- is flexible about changing direction based on test data
- keeps pace with new media, distribution and technology impacts
- actively exchanges ideas and best practice across brands and markets
- keeps watch on the external environment
- invests in training and access to experts 
- recognises and rewards excellence 
- builds informal marketing networks that lead to collaborative solutions 

What can really ignite Marketing Excellence is positioning it right. After all the words marketing and excellence together are powerful. Like any impactful campaign the 'call to action' must cut though and be memorable. 

Reflecting the desired marketing qualities in messaging, events and programs reinforces what the pursuit of excellence is all about for marketers. It will bring them on the journey. Marketers can be a tough audience to engage because they know all the gimmicks. 

The principles that I work too for engaging a marketing audience are:

- celebrate all things marketing - that is give it the spotlight (obvious maybe, but often not done)
- surprise and delight (don't do the obvious eg. Show the viral campaign that everyone has seen)
- always have  a theme for marketing excellence (shake it up every year)
- create energy and fun (not funny, marketing is a serious pursuit, it important not too make fun of it)
- champion the marketers and their campaigns 
- bring an external voice and/or perspective
- create some challenges and competition
- create a way of sharing learning, approaches and success stories 
- start an internal word of mouth campaign to build awareness and interest
- peer to peer is powerful
- bring the 'rational', bring the 'emotive'
- marketers respect clever creativity and messaging

In the pursuit of marketing excellence realise that there is always a new way forward to explore and test. The destination may not always be clear, however the experience is always worth the journey.