IBM1620A, reengineering, marketing, Toby Elwin, blog

Reengineering marketing

New conditions demand new business management strategy. Technology enabled a disruption greater than any department or team level at a company can solve.

Customers severed the business message and took control of marketing channels.

Media lost privilege, marketers lost their minds, business lost their playbook, and customer’s rewrote the rules of engagement.

We need to reengineer marketing from the outside in and then align people, process, and technology from the inside out.

wonder woman, change management, Toby Elwin, blog

The change in change management

Change management goes beyond features and functions. Feature and function change management is product change management.

Change management goes beyond scope or requirements. Scope and requirement change management is project change management.

The change that change management needs is an account for how process and technology change the way people meet their objectives.

capable company, book, cover, Toby Elwin, blog

The Capable Company by the book

When I hear capability model I think competence, competence naturally leads me to motivation. So, capability model, to me, represents a human capital knowledge, ability, and skills framework.

Enterprise, systems, or business architects, view capability models as what a company needs to do to execute strategy.

Any link is a system link and strategy is only as good as the ability to execute. Within the pages of The Capable Company: Building the capabilites that make strategy work, I intend to find capability model methods that identify business and technical details needed for strategic links to execute those capabilities.

design, tools, persona, Toby Elwin, blog

4 design tools to meet persona context

In business we constantly design. By design I include that we design meetings, we design strategy, we design communication, we design training, and we design projects and programs.

Some design efforts, such as strategy, business process re-engineering, or talent engagement initiatives, may result in new processes, new standards, or new tasks, but the design goal remains: adoption and utility.