"I went through a customer-focus to product-focus re-org while I was at Procter & Gamble in 2001. We joked at the time how ridiculous it was because it had not been that long prior that the company had formed into the customer-focused teams. But according to Roberts this seemingly wasteful behavior was the only way to get employees to understand both customers and products well enough to be competitive."
=> With the benefit of over 20yrs of additional experience, what does Ed think about this now?
From our own experience working with clients we saw firsthand that some marketing departments can focus heavily on one metrics, like delivering the highest amount of leads in a given time.
We actually saw this with other agencies as well.
At Presnt, we like to solve this problem by looking at multiple different metrics, and setting different KPIs for them. We will take a look at MQLs, Opportunities, and Revenue, and conversion rate between each. That will give us more incentive to optimize for real business goals.
"I went through a customer-focus to product-focus re-org while I was at Procter & Gamble in 2001. We joked at the time how ridiculous it was because it had not been that long prior that the company had formed into the customer-focused teams. But according to Roberts this seemingly wasteful behavior was the only way to get employees to understand both customers and products well enough to be competitive."
=> With the benefit of over 20yrs of additional experience, what does Ed think about this now?
Great post Edward!
From our own experience working with clients we saw firsthand that some marketing departments can focus heavily on one metrics, like delivering the highest amount of leads in a given time.
We actually saw this with other agencies as well.
At Presnt, we like to solve this problem by looking at multiple different metrics, and setting different KPIs for them. We will take a look at MQLs, Opportunities, and Revenue, and conversion rate between each. That will give us more incentive to optimize for real business goals.