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Being aligned with your business seems very simple and straightforward, yet many
organizations feel that their Marketing department is not fully aligned with Senior
Management. Measure your business alignment with Demand Metric's downloadable
Marketing/Business Alignment Tool and understand your current maturity level.
Level 1: Initial/Ad Hoc Process - when processes are not standardized, measured,
and managed, poor business alignment is a common result.
Level 3: Defined Process - this level results from the documentation of a particular
policy or procedure that is adhered to on a regular basis.
Level 4: Managed & Measured Process - processes are not only standardized, but
also benchmarked and measured for improvement.
Level 5: Optimized Process - full business alignment can take place when processes
are tweaked over time to incorporate Best Practices, and organizational & market
changes.
Action Plan:
3. Compare your Results - gather each completed Scorecard from the tool,
and compare the results. You may be very surprised with what you see. A
discussion around the areas of disparity should highlight any major issues.
4. Average the Scores - take the mean score for each category and use that
value to benchmark your current maturity levels.
5. Assess your Strengths & Weaknesses - work hard to improve areas that
are scored poorly, and exploit the areas where you are already doing well.
6. Revisit in 6-12 Months - recalculate your average score after 6-12 months
of working through each process area. Showing an improvement over time
will be instrumental in keeping this performance measurement process intact.
Bottom-line: