dumb, data-driven, decisions, Toby Elwin, blog

Dumb, data-driven marketing decisions

Dumb, data-driven decisions happen when numbers have no context and people have no confidence. Who? How? and So now what? improve the odds.

When innumerates run the asylum, you, your customers, and your business miss context and transparency to interpret intent.

elmer fudd, daffy duck, bugs bunny, communication, Toby Elwin, blog

Subjective communication objective

Successful communication inspires action and is clear to others what needs to happen to meet that objective.

All communication faces daunting odds to reach each person, intention intact. Perception, bias, and noise lay between intent, action, and reaction.

To succeed in the communication obstacle course against intent, you need to make clear how to make it happen.

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.

deloitte, corner office, analytics, Toby Elwin, blog

Fast Start — Corner Office Analytics

Rule #1 in communication demands you know your audience. Since there is more than one corner office rule #2 states all analytics are not equal.

Corner Office Analytics (Infographic), presented by Deloitte, offers a guide to questions each CXO needs to be able to answer. If your CXO needs to answer these questions, you can be sure they expect you provide accurate context for connection.

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.

donuts, business strategy, project portfolio, Toby Elwin, blog

Why your business strategy is a project portfolio

The ability to scope and deliver a project is a competitive advantage.

The best organizations realize project management capability as a strategic differentiator, the lagging organizations only staff project management skills within Information Technology departments.

I now rely on the term portfolio planning to describe the translation of strategy to a group of project options an organization can undertake. A portfolio view projects priority using the same risk and return criteria capital expenditures and other financial or strategic commitments are evaluated.

tasmanian devil, strategic plan, Toby Elwin, blog

The devil in the details — the strategic plan

I find people have a tendency to become too involved too quickly with tactics. Tactics include what to buy, what to build, what to move. Strategy is why build, why buy, why move.

Much of your organization is involved in the detail of execution, it is illogical they are not strategically aligned. When your team discovers tactics they deliver align to organization goals there is clear purpose in what they do.

Purpose provides motivation.

The meat of the strategic planning process is the goals-objectives-actions value chain. People may have other definitions for goals, objectives, and actions, and bristle at the rigidity of the definitions, however, a single use for each term will remove interpretation and confusion.