Outcomes and Temperament (Time)

Outcomes and Temperament (Time)

Using the ‘management mindset’ you’ve been developing throughout the PMBA program and this course, determine a desired outcome and urgency from the list below. For example, your outcome may be centered around brand equity as your company is scaling up from national to multi-national.

Designing KPIs

KPIs are actions that are measurable and show a connection between the desired outcomes and the marketing mediums.

First, understand your question/symptom/problem from a systemic perspective before you throw a new KPI at it.”

Write: at least two KPIs and show the progression of the KPIs in a timeline. You may prepare this in a timeline/chart KPIs and the desired outcome are all interrelated. In your timeline (3 months, 6 months, or 12 months) show the anticipated incremental changes of the KPIs for each period to meet the final successful outcome.

Testing KPI Strength

One potential problem with “managing by KPIs” is that particular KPIs can be manipulated in a way that the KPI targets are achieved even though the ultimate objectives and goals are not. Come up with at least one scenario in which employees or outsourced staff could reach the KPI targets in a way that does not reach the objectives and goals.

Write a paragraph or two explaining the scenario, how this issue could occur, and what you might be able to do to prevent it.

Testing KPI Strength – Reflect and then answer the following questions. How did this exercise influence how I think about marketing strategy planning?

How can you personally reach a balance between measuring every performance detail and allowing your management teams to have flexibility in reaching objectives and goals?

What value and/or insights will I take away from this KPI process?

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