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Marketing il 3 maggio 2010 |
586 commentiL’efficientismo imperante del middle management porta ad arrovellarsi nell’iperstrutturare le aziende. Lo fanno per giustificare il proprio lavoro, indipendentemente dalla sua effettiva utilità finale. Sono vere e proprie lobby interne.
Molto meglio affidarsi all’empirismo dei risultati ottenuti. Oggi le aziende sono alla ricerca di new business. Sono quelli che scarseggiano. Se alla fine avanzeranno soldi potranno essere utilizzati per premiare i più meritevoli. Semplicemente sulla base dei risultati portati a fine anno.
Così facendo diventa più facile ridefinire il focus del proprio business e con quali risorse.
Troppi approcci obsoleti sono tuttora reiterati nelle aziende.
Sono obsolete le ricerche di mercato perché troppo lente, complesse e costose.
Sono obsolete le segmentazioni non basate su osservazioni empiriche.
Conviene dotarsi di un servizio di monitoraggio su trend afferenti il proprio business.
Sono obsoleti i controlli di gestione che non siano basati su sintesi on line in tempo reale. Tanto varrebbe affidarli all’esterno a costi dimezzati rispetto al passato.
Sono obsolete le pianificazioni strategiche. Sono troppo complesse e inattendibili per essere utili.
Sono obsolete le strategie di comunicazione di massa.
Sono obsolete le sedi di rappresentanza, le insegne costose, la visibilità fine a se stessa.
Sono obsolete le separazioni funzionali interne da iperspecializzazione.
Sono obsoleti i servizi risorse umane che si arrovellino nell’inventare sofisticati sistemi di incentivazione.
Occorre prima di tutto accertarsi che il proprio business sia adatto per soddisfare le aspettative di un congruo numero di clienti potenziali e effettivi. Inoltre occorre accertarsi che nelle relazioni affari sia incluso un apporto di valori che i destinatari percepiscano come tali. Inoltre occorre garantire la massima qualità nel processo azienda-interlocutori esterni. La gente acquista da chi fa effettivamente la differenza.
Per ottenere tutto questo la progettualità è utile oggi. Attraverso la progettualità e relativa implementazione sono le persone che si coinvolgono in ciò che fanno.
Poche regole e molti controlli on line sono fondamentali. Non viceversa. E per farlo ci vuole leadership di gruppo. Più ancora che leadeship individuale.
L’obiettivo di fondo aziendale di ogni azienda è cercare di ripristinare la reputazione della propria marca più che l’iperstrutturazione dei funzionamenti interni. L’ICT deve aiutare a semplificare le gestioni aziendali, non a complicarle.
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586 Commenti riguardo "INVECE DI ARROVELLARTI A STRUTTURARE L’AZIENDA GUARDA AVANTI"
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