Inbound Organization Assessment

Transcription

1 Inbound Organization Assessment Does your company have a customer-focused mission that employees can rally around? We are in business solely to make money. mission statement printed in our policy manual. We have created a mission statement that is reflective of our goals. mission statement that reflects our goals, values, and principles. relevant, vibrant mission statement that reflects the values of our culture and explains how we help our clients. Do you have a documented strategy to accomplish your business goals? Strategy is overrated. Our business strategy is to be a good company. Our business strategy is focused on the effective operation of the company. welldocumented strategy that supports our operating process and guides employee We review our strategies annually and implement a plan that reinforces our culture, values, and employee behavior while solving for the customer. Do you have the right organizational structure to deliver on the plan? Kind of. There is an ad hoc structure of owner, executive, manager, and individual contributor. hierarchical organizational structure to deliver on the plan. Our flattened organizational structure serves us today to deliver on our vision and mission. Our organizational structure allows our people to make decisions closest to the customer, empowering our workforce to fulfill our mission.

2 Do you spend time cultivating a corporate culture that inspires employees to do their best work? We pay our employees, so they should be happy. Creating a consistent corporate culture has not been easy for us. We are known for having a quality corporate culture, and we are a good place to work. Employees feel empowered to do their best work and are active and excited about building on our corporate culture. We are consistently recognized as one of the best places to work in our location/s and vertical market. Do you communicate decisions effectively to everyone in the organization? If managers get around to telling their direct reports, then we are happy. Leaders make decisions and explain them on a need-to-know basis. We have staff meetings where we share decisions and expect the managers to explain details to their team. Our leaders are visible and available to answer any employee questions and we have regular company-wide events to update everyone. We have formal and informal channels to communicate decisions including shared digital spaces, company-wide meetings, and team gatherings to share information to make sure everyone is informed. Do you share essential information throughout your organization as a matter of course? We share information on a need-to-know basis. Critical information is shared with the executive level, and they are responsible for distributing it. We try to share as much information as we can to our employees. Essential information is posted and shared in a central repository and feedback is encouraged. Company information is created and posted in a central repository, reviewed on a regular basis, and feedback and ideas are actively encouraged.

3 Does the company currently have domain knowledge or experience that provides a true advantage? We work in a commodity business with little differentiation. Our people are our n easily understood, n easyto-understand, easy-to-explain advantage that helps us attract more customers. verifiable definable, measurable advantage and three years of data to prove it. Does your business culture align with the recent behavior? No, we do business the way we have always done it. We have made a few changes to react to an online world. plan to implement changes to our culture that reflect the recent Yes, we understand that culture must reflect our intentions to help our customers first. We have defined an Inbound culture as the most tangible way of helping our employees solve our clients problems. Is it hard to identify and recruit good people to work for your company? It is a struggle to find good people. We would like to improve our ability to attract the right type of employee. We spend a lot of time and effort to recruit good fit employees that understand our mission and values. It is not hard to find good people because of our reputation in the market. strong recruiting funnel and onboarding process, and attract the best candidates. Can you easily collect accurate data to ensure you are tracking against plan? We have limited access to data. We have difficulty getting accurate information because of old data sources and systems. good foundation of measuring the right information. ll the information we need daily to analyze and evaluate our decisions and effectiveness. Our data analysis is a advantage helping us make good decisions in real time.

4 Do you practice Inbound Marketing to generate leads and customers? We are an outbound marketing organization and use ads, mailings, and buy lists. We are 75% outbound and starting to practice Inbound. dopted the Inbound philosophy and are posting content to help educate prospective customers. We are actively funding more Inbound activities as a foundation for new business development. We have practiced Inbound marketing over the last three years to help our prospects and customers and create a Does your sales organization practice Inbound sales to close more deals? What is Inbound sales? We are aware of Inbound sales but not sure it fits our industry. We have started to teach our sales organization about Inbound ideas. Our sales organization understands how to engage, help, and consult, as opposed to qualify and close. We have trained our sales organization and adopted an Inbound sales process to ensure that our customer sales experience is a Do you identify, document, and use a specific ideal buyer persona to focus everyone on a targeted customer? No, we sell to everyone. We have outlined some demographic data about our customers. We research demographic information about our best customers and use it in to make marketing decisions. We understand where our product works best and where it does not and understand our ideal buyer persona. We understand the buyer persona process and track every step in the buyer journey.

5 Do your back-office business processes align with the behavior? No. We are aware that back office processes should align with Some back-office departments are aligned with Most back office departments are aligned with Our back office solves for the customer and knows their role in supporting the customer success journey. Do you proactively help customers achieve success with your product or service? Not sure what that means. We only provide service when customers ask for it. Our customers see success with our products and we have a service team available if they need help. We proactively help our best customers get more value from our products and services. We monitor our clients activity very closely and proactively help all our customers get the most value from our products and services. Do you have a co-marketing or partner network to help you build a community around your ideas? We go it alone. few partners that help us in certain areas. Yes, we have invested in a partner program to grow our business. We have made significant investments in a partner program to bring our message to market. Our partner program is one of the key market differentiators for our clients and incredibly important to our mission and vision.

6 Column Scores Final Score Where do you rank on the Inbound Organization scale? 16 to 32: There is a lot of work to do to transition to an Inbound Organization. 33 to 56: Leadership should focus on the core areas needing improvement. 57 to 80: You are on your way to becoming an Inbound Organization.

7 NEW Questions: MSPOT Plays Omissions SMarketing Service Success Health Check Content Website Back Office Ecosystem Future