Harvard Business

NOVEMBER 7, 2017

When I conduct workshops with marketing and leadership teams on the design of strategic narratives , I’m often asked, “Should we include the sales teams?” The fourth gap between strategy and execution is in measurement and metrics. In the beginning of a disruptive innovation, the thing to measure is not ROI.

Strategy 36

Strategy Strategy Strategy& Metrics 36

Harvard Business

OCTOBER 3, 2018

She and the CEO now agreed that she should play an upstream, strategic, enterprise-wide role. In the following months, the CMO began to look for opportunities where her team could proactively step “into the gap” — to take a leadership role on an opportunity that none of the other functions picked up.

Advertising 28

Advertising Agile Marketing Meeting 28

Harvard Business

MARCH 22, 2017

Each outbound communication is measured individually for immediate ROI. The metrics also changed. The leadership team conducts a weekly evaluation to assess, “Is what we’re doing working?” Cisco has created a real-time, online dashboard where the entire marketing organization can look at performance.

Marketing 41

Marketing Agile Fashion Sales 41

Kates Kesler

JUNE 11, 2014

He reset collaborative P&L metrics and business review processes, shared by the region leaders and the global product leaders, to form tight “business handshakes,” that he regards as the center of a granular set of growth strategies. As senior leadership peeled back the organizational onion, a clear case for change emerged in 2013.

Apparel 82

Apparel Healthcare Enterprise Chemicals 82