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Organizational Alignment - Three Essential Links

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Jun 16 2009

One of the pillars required to become more effective at marketing is organizational alignment, a state where a company's strategy and culture are compatible and consistent with each other. If your organization is embarking upon a major change initiative, you may find the links below helpful in pursuing organizational alignment:

  1. Change Management Toolkit (US Army) -- Provides a framework for evaluating and improving organizational alignment. Key questions it helps you answer are:
    • How does the organization structure enable or act as a barrier in achieving desired results?
    • How does the organization structure enable people to perform optimally?
    • How clear are the roles, responsibilities, and relationships around decision making, information flow and knowledge creation?
    • How will the right people be linked together with the right tools in order to make the right decisions at the right time at the appropriate level in the organization?
    • How can we harness the power and synergy of teams?
  2. Alignment Toolkit (Harvard Business School) -- Part of the balanced scorecard framework popularized by Kaplan and Norton.
  3. Using Tag Clouds for Organizational Alignment (Wordle) -- An out of the box approach to evaluating if you have achieved organizational alignment. Ask your top managers to answer in their own words the questions listed in the US Army Change Management Toolkit. Then, enter all the answers into Wordle and voila! The tag cloud will help you visualize what areas you need to focus on.

Bonus link: Quaero's six dimensions framework lists organizational alignment as one of the key components of marketing effectiveness.

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