It may be hard to believe, but it’s true, many companies are still struggling to connect the work and investments of a function, especially Marketing, to business results. They’re still challenged to identify and select measures and metrics to help facilitate strategic decisions and improve performance. Marketing is an engine of growth. It is essential that Marketing leaders can prove their value, contribution and impact to the organization. Study after study claims that while many Marketing organizations are making progress when it comes to basic Marketing metrics, tied to outcomes, there is still a long road ahead for most organizations when it comes to Marketing Performance Management. They key to accountability is alignment, and to address both we developed the Accelance® framework.
Achieve Alignment and Accountability with the Accelance® Framework and Outcome-Based Mapping Application
There is a general sense of C-level disappointment with the Marketing function. When organizations don’t use Marketing’s data and metrics to make business decisions, then regardless of how accountable we make Marketing, we’ve missed the mark. We contend that the Marketing accountability issue is not one so much of metrics as it is one of alignment.
Alignment is the critical success factor for improving Marketing effectiveness, for moving from managing metrics to managing performance, and for using Marketing metrics to facilitate change. Alignment may seem like common sense and a relatively easy fix, however, in our work with hundreds of companies, we have found that this is easier said than done. Most Marketing organizations don’t have a process for ensuring alignment.
Accelance® A Patented Process for Alignment
Welcome to the Accelance® framework, a patented Outcome-based Mapping™ methodology that creates direct-line-of-sight from your Marketing activities and investments to specific quantifiable business outcomes. It is a proven technique for connecting Marketing to the business. With Accelance® you can facilitate alignment, illustrate performance targets and metrics, and establish the foundation for a dashboard.
Accelance® enables you to visually illustrate the connection between activities and investments with business results. Once you have the connections you can build the metrics hierarchy that serves as the basis for your marketing dashboard.
Create Direct Line-of-Sight Between Marketing Activities and Investment to Business Outcomes with Accelance®
Outcome-based Mapping provides a step-by-step process to link a specific function’s activities and investments to a defined set of outcomes presented in a visual format. The Accelance® Blueprint is developed from these primary work streams:
- Discovery: A comprehensive review of the current plans, metrics, reports, performance management and processes.
- Business Outcomes Formation: An onsite session to distill the input from the leadership team to create the desired Business Outcomes that are needed to produce the expected financial targets.
- Mapping Collaboratory: A collaborative working session with the marketing team and other appropriate members to create the Blueprint
- Blueprint Finalization: An iterative review and completion of the Blueprint (plan, metrics, and budget)
Adopt this methodology to strengthen results-oriented planning, to report critical metrics that clearly tie back to business outcomes, and to implement a technique that fosters discipline in thinking. Learn how our customers implement the Accelance® Outcome-based Mapping Methodology.
Employ the Accelance® Outcome-based Mapping Methodology and associated blueprint tool one time or license it. Become a certified user. Start Now!
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