Know-How Exchange : Strategy

What have you done so far?

Do you have a BSC for the business at corporate level?

What does it say in the Customer perspective?

Have you got a very powerful Value Proposition incorporated within the Customer Perspective?

Once you have a Strategy Map for the top level of the business (let's call that the "Corporate Map") you can identify those objectives that form part of the Marketing (and Sales) objectives, you can create a separate Sales and Marketing Map which deals with the Sales and Marketing Objectives. For every one of these objectives you want to specify the metadata for each objective (who what how when where why) plus the measures that will be used to determine the level of achievement versus each objective.

This is all fun stuff. If your company is of any size you should be looking to automate the measurement process. Don't fall for any of these half-measure and very expensive systems offered by the major ERP systems suppliers, you really need a dedicated system like PulseSuite from Primed Online which is what we use in our BSC consulting work. (Their website isn't great, I'll admit, but if you want more info I can provide, and you can contact them through links on their website). Their system can connect to vitrually anything, doesn't impact your existing systems - although it reads the info in your ERP or other systems - it costs a fraction of what the other systems cost, and it does everything you need.

Hope this helps, if you need more detailed assistance feel free to contact me through my profile.

ChrisB

Not sure I fully understand, a balanced scorecard is a scorecard that you can create, any criteria can be used, so just take the criteria from your market analysis and hey presto!

This might help: https://www.marketingprofs.com/5/lapoint1.asp