Strategic Alignment

Synopsis

Lack of strategic alignment is one of the key reasons why many businesses fail to meet their objectives. To avoid failure, you need to make sure that all areas of your company's operations, such as processes, content and culture, align. Our Strategic Alignment presentation allows you to do just that, plus, save time and resources on the way and keep your employees informed and motivated.

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Slide highlights

With this slide, communicate the content from your Hoshin Kanri model. The purpose of the Hoshin Kanri is to ensure that the strategic goals of a company drive constant progress and action at every single level within it.

The key message of the Venkatraman model is that in a successful venture, the IT department strategy should be fully aligned with the business strategy. Use this slide to share this message with your team and make sure that everybody's on board.

Use this slide to educate your audience about the Pyramid of Clarity. Per Asana, "this pyramid shows how your longer-term aspirations are built on top of shorter-term goals, whether you're building Product Roadmap or business plans."

Overview

Oxford University's Saïd Business School professors Jonathan Trevor and Barry Varcoe define strategic alignment as the state in which "all elements of a business – including the market strategy and the way the company itself is organized – are arranged in such a way as to best support the fulfillment of its long-term purpose. While a company's purpose generally doesn't change, strategies and organizational structures do, which can make chasing 'alignment' between strategy and the organization feel like chasing an elusive will-o'-the-wisp."

Application

There are three basic elements you need to keep in mind to ensure your organization's strategic alignment is solid. According to "Entrepreneur," the elements for building an effective organizational-goal alignment strategy include:

• Consistent feedback – managers who consistently provide feedback can help keep employees focused on their performance. An effective discussion must include and address the company's overall strategy, the experts say.
• Proper task allocation – use visuals to explain the company's overall strategy and how keep employees focused on their performance. Many project-management platform (such as Trello and Asana) provide real-time goal-tracking and present it in charts and graphs to demonstrate individual and group progress. The experts say: "Use feedback and performance reviews to understand each employee's level of competency and what his or her strengths are, to maintain and even improve productivity."
• Recognition – studies show that employee recognition programs positively impact engagement, which is essential to keeping a company growing and reaching for its vision. "When employees aren't recognized, they lose track of their purpose. But in contrast, when wins are celebrated, employees want to win more," the experts say.

Statistics

The bottom line of any business operation is to stay profitable; and sales and marketing is an all-important channel to achieve this end goal. To stay on top of your sales, take a look at the report HubSpot put together, titled "15 Stats That Prove the Power of Sales and Marketing Alignment:"

• 87% of sales and marketing leaders say collaboration between sales and marketing enables critical business growth
• Almost all (94%) of the top-performing salespeople surveyed by LinkedIn call the marketing leads they receive either "excellent" or "good"
• Marketing and sales teams that take an Account-based Marketing (ABM) approach together can be up to six percent more likely to exceed their revenue goals than teams less ABM-advanced
• 86% of marketing professionals spend their efforts on accounts that sales is targeting
• 62 of marketers say they can measure a positive impact since adopting ABM
• 80% of marketers say ABM improves customer lifetime values, while 86% say it improves win rates
• 85% of marketers with an SLA (a contract that holds each team accountable to specific, agreed-upon expectations that align to the same goal – driving revenue) think their marketing strategy is effective
• The most common measurement of success for content marketing programs is Total Sales
• 60% of global respondents in a LinkedIn survey believe that misalignment between Sales and Marketing could damage financial performance
• 90 percent of sales and marketing professionals point to a number of disconnects across strategy, process, content and culture
• Only 7% of salespeople say leads they received from marketing were very high quality
• Only 28% of salespeople say marketing was their best source of leads
• 43% of sales and marketing people say "lack of accurate/shared data on target accounts and prospects" was the biggest challenge when it comes to aligning sales and marketing departments
• 23% of salespeople say the thing they need most from their marketing team is "better quality leads", while 15% ranked "more leads" as their top need from marketers
• 30% of marketers rank "consistent use of systems" as their top need from their sales teams and 22% said "better lead follow-up."