Tag Archives: Strategic management

Linear Equations

I suspect that most of you had to take algebra in high school. One of the most basic things you learn is how to solve linear equations. You might have wondered, as I did at the time, how the heck is this going to prove useful other than passing an exam. As it turns out, there is quite a bit we can learn as businesspeople from them.

English: Revision of File:FuncionLineal02.svg

(Photo credit: Wikipedia)

As you recall, in order to solve for the unknown variable in one of these equations, you must isolate the variable. As you’re doing that, you also need to be cognizant of the order of operations: multiplication and division are completed before addition and subtraction. Yes, I can feel you shuddering as you recall algebra class! Here is the point, however. We need to be doing exactly that in business.

As businesspeople, we need to ask ourselves “for what are we solving?” What is our unknown variable? It’s always amazing how few managers identify specific, measurable goals. We see this in reports that puke up lots of data but which fail to identify either what impact the actions reflected in the data might have or what actions might be taken to improve the business based on the data. We need to identify the unknown variable and to solve for it.

Second, we often forget the order of operations in our businesses. How often do you hear the “ready, fire, aim” complaint? We need to identify, plan, budget and evaluate constantly, recognizing that markets are fluid and opportunities may be fleeting.  We can’t always chase the next shiny object or, at least, those which don’t fit into our business model and plan.

The flaw in my analogy today is that business is not “linear”, meaning that it’s rare that there is a straight line drawn as there must be in a linear equation.  Nevertheless, isolating the variable in order to solve for it – identifying our goals and the data which allow us to measure our progress – is critical, don’t you think?

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Filed under Consulting

Retention And Acquisition

Where do you come out on the retention vs. acquisition question? What I mean is do you think it’s more of an imperative to keep your current customers happy (retention) or to keep filling the revenue pipeline with new customers (acquisition)? A study from the Forbes Insights folks says that: 

42% of respondents said that expanding their customer base was an important strategic priority for their company. And, nearly one-third of executives worldwide said that retaining their existing customer base was a priority.

This is from a study called “Mastering Revenue Lifecycle Management: Customer Engagement Leads to Competitive Advantage,” which talks about a systemic approach to maximizing revenue throughout the lifetime of the customer relationship. On the surface, this struck me as strange since I’ve always felt it was more cost effective and easier to keep an existing customer than to acquire a new one. The Ipsos folks say that I’m off base – the whole “it costs 5x more to find a new customer” is a myth.

Maybe it has to do with how “old” a company is.  The study found that more than 70 percent of respondents from mature companies believe that enhancing customer loyalty is their organization’s primary goal, as opposed 39 percent of less mature companies.  That would make sense since one would expect that the longer a company has been in business, the larger a customer base it has.

Maybe I’m just partial to the “fewer but deeper” relationships thinking, but I fall into the retention school with respect to priorities.  Let me repeat the question with which we began: where do you come out on the retention vs. acquisition question?

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Filed under Consulting, Thinking Aloud

Standards And Practices

After selling a schedule of TV ads to a sponsor, there always came a moment during which you held your breath.  It was the time when the sponsor’s commercial was reviewed by the Standards And Practices folks.  They reviewed the commercial to be sure that it complied with governmental and network rules about such areas as comparisons to competitors or “taste.”  Any claims about a product’s efficacy had to be supported by actual research. We weren’t even allowed to present avails (the beginning of a negotiation) unless a new advertiser could pass a background (read Dun and Bradstreet) check by the finance folks. 

I have no idea if those processes are still in place at my old network homes (I suspect they are), but I know that they’re not in the digital world.  Marketers often wonder about the ad blocking phenomenon but one aspect of it might just be the tremendous number of scams and consumers’ wariness of all ads as a result.  As a former web publisher, I always had a concern about the ads that came to our site via an ad network and I felt incredibly bad when we accidentally ran some banners that installed malware.  In retrospect, there were a number of red flags on the order that we should have caught, but the desire for the cash outweighed our wariness.

It’s much worse today, given the number of “imported” pieces of advertising and advertising disguised as content most sites run.  Even the best of publishers have revenue pressures that can blind them to the dirtbags to which they routinely direct their readers.  One solution?  Maybe the industry – publishers and advertisers – need to set up and pay for a central review board through which all ads need to pass.  Call it the digital advertising Standards and Practices department.  No sign off from them, no seal of approval, and the ad won’t run.  Maybe not every site will take that on, but promoting it to your readers as a scam-free site might just help both readership and ad blocking.

Worth a try?

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Filed under digital media, Huh?