Wednesday, August 19, 2009

"Professionals require little direction and supervision. What they do require is protection and support." Henry Mintzberg

"To be mission-based means that those in positions of authority are not the source of authority." Peter Senge

"Administrators are cheap and easy to find and cheap to keep. Leaders - risk takers: they are in very short supply. And ones with vision are pure gold." Raymond W. Smith

Today's image: Radio Daze by Ian Hayhurst. Wonderful shot. Thanks for sharing.

Measuring the right things

Yesterday's post was all about activity, some aspects of ad selling. It failed to recognize or address a very important issue - what we measure. What gets measured gets managed. Moreover, what gets measured gets attention, gets fussed over, gets precious share of mind.

Sales is a process, not an event.

Parts of generally accepted broadcast sales management practice appear to be broken. Some would go further and say things are getting scary anachronistic in our sales operations. This includes many of the most commonly used operating metrics. If your legacy systems are not helping you they are hurting you.

"The ultimate form of learning to decide what is working
and what is not."
John Freeman

One of the first things we do when working with new clients is develop a dashboard, that project starts with an inventory of metrics. The dashboard data prompts us to ask three questions.

1. What is happening?
2. What is not happening?
3. What can we do to influence the action?

Let me suggest it's the dashboards, our scorecards and the accounting, that need serious attention. What and how we measure deserves studied work. My thought is, we need an informed, measured rethink on what favorable results look/feel like. What results will be key, what activity most productive, what solution sets most effective, as we prepare to engage in and win the new games now emerging on the ever changing mediascape (one which is, more or less, in permanent beta).

What we allow we encourage

Standards (expectations) > Activity (process) > Outcome (results) > Consequence (reward/discipline) > Learning (reflection/refinement)

In my experience, success or failure is directly related to the right beginning, setting standards. Legendary sales developer Ken Greenwood, using golf as a metaphor, recommends an early asking of the question "What is par?" It remains a question of critical importance.

Still, as ever, Drucker comes to mind, job one has never been more clear ... "Management is responsible for producing results."

Optimization absent innovation is a trap of diminishing return. Permit me to say that learning and unlearning should have prominent places on your agenda, if not you're dead.

It's adapt or die (alternatively, as Hugh MacLeod counsels, "Create or die.") Don't settle for managing decline, there's no future in it. Lucky for us all we are living in the most interesting, exciting and promising of times.

Readers are leaders: Please preorder the new Daniel H. Pink book. Drive: The Surprising Truth about What Motivates Us. Thank me later. Amzn info

Thank you very much: Appreciate all of you who were kind enough to get in touch about yesterday's post. Always good to hear from broadcast sellers, managers and group execs. What was totally unexpected and wonderful was hearing from so many at work on the front lines of retail. Each of you guys made my day. I promise to be in touch. Please give me some time to get back to you. Again, thanks. Your thoughts, comments are always welcome and appreciated.

On the day job we remain knee deep in the study and application of social media. Seems there's a new SocM video or ppt deck being posted almost every week, new stats continue to arrive around the clock. Behold, the velocity of change (or in the least our attempts at tracking it) continues unabated. Here's one of the better mashups, titled Socialnomics09 ...

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