One way to ensure that strategic investments are made in support of organizational perpetuity is to define objectives, develop a marketing strategy around those objectives and the assess how different offerings win business.
The next aspect is to establish a means of meeting the demand of the market and then engaging in fulfillment.
Half of these steps are well understood but the latter half are not widely held in regard or practice. Depending on the nature of the business they may not all be required to formulate a strategy.
For the effective pursuit of a given market, one has to begin with understanding customer and the customer journey as a buyer. Any business must then meet the customer on their journey and address the hurdles as they are presented.
Some aspects of what a business does, are targeted at getting the market aware, and others at closing deals. It should be clear where each activity falls in relation to the buyer and customer journey.
At the core of the objectives there are typically Ideas and behaviours that support and promote the business in:
- Investor ROI
- Corporate Governance and Compliance
Irrespective of the services and product sold or manufactured, these fundamental objectives have to be at the forefront of any long or medium term decision that the business management take.
As business managers it is important that in the role of a captain of industry and business leadership that it each behaviour be understood on how different each is and how they feed into the long term viability of the business.
About the author
Clinton Jones has experience in international enterprise technology and business process on four continents and has a focus on integrated enterprise business technologies, business change and business transformation. Clinton also serves as a technical consultant on technology and quality management as it relates to data and process management and governance. In past roles Clinton has worked for Fortune 500 companies and non-profits across the globe.