Efficiency, in fitness and business

Efficiency is a great metaphor for summarizing the transition from 2010 to 2011.
I plan personally to become more efficient physically this year, by dieting, losing weight, increasing regular exercise. Making the most of the energy I input, reducing the fatty waste, and outputting even more energy as a result.

While working at General Electric I was trained in six-sigma methodologies, a relentless drive to reduce time and cost while keeping quality high. Six sigma provides excellent workshop, project management, and mathematical techniques for improving efficiency.

A consulting firm or advertising agency also needs to think about efficiency as well. Keeping costs within check while still delivering the best thinking, innovative processes, and high quality creative. In six sigma jargon, those are the critical to qualities. Process, milestones, and metrics are the way to insure the high quality stays or improves as you get efficient.

However, do not forget the investments. An efficient engine still needs fuel to grow and innovate. Note the WSJ article on how major ad agencies are growing their training investments in 2011,

So invest time (and money) in that better exercise regimen and workout for your personal fitness. Also, wisely invest in digital innovation knowledge and apply it.

Teamwork Triad and the Digital Campaign Launch

What is the benefit of working in a small, focused agency without walls? Multi-disciplinary teamwork and relentless focus on high performance.

My department has three components: analytics, campaign management operations, and media services. All of these are both consumer and professional. In larger agencies, these functions are in different departments, even different divisions or buildings. For The CementBloc, all these functions sit together, literally in the same workspace on the same floor.

The benefit of this has become really apparent to me this year as we launch our series of digital campaigns, complete with media promotion and operations.
Take a look at a few of them:



* Professional diabetes
* Consumer cosmetic dermatology
* Consumer social community for breast cancer

As campaigns like these are prepared, the disciplines work together to prepare promotional planning, insure smooth operations, and design for measurability. Once we are up in market, the energy is palpable. Folks literally running to each other's computers, hovering around the same screen as the hourly results come in. How did the email blast go? What are the search click throughs? Which banners are getting highest response rates? Most importantly: how can we keep optimizing!?!

Nothing like it.

Project Management: The Mythical Man Month still holds true today

I've seen many health care relationship marketing projects, and the challenge of project management that goes along with it. Delays, multiple stakeholders, multiple developers, many moving parts, and compromises to try and meet deadlines.

This has been seen before, and written about exquisitely in Fredrick Brooks's timeless classic, The Mythical Man-Month, Essays in Software Engineering, from Addison-Wesley. Strongly recommended reading for anyone in project leadership or managment of large software systems, and RM systems are large indeed: especially when they involve a new database, tablet based selling , website portals, and multi-channel promotion.

The book was written about the old IBM 360 systems from the 1960's, and updated for the pre-internet 1995, however the software project management lessons still hold today.

See this great lecture note from University of San Francisco for the key lessons learned: throwing staff at an overdue project makes things worse. There are specific roles on a software team, and Brooks uses the metaphor of surgery to illustrate this.

How to avoid CRM project management pifalls:

*adequate staffing from the start,
* clear roles,
* make collaboration structured,
* voting power weighted by expertise
* plan milestones of phased deliverables, setting up for success.


Take a read of this classic, come back, and leave a comment!

Coming down to the wire - finishing it off

June, 2010 is an interesting confluence of several factors all dealing with "coming to the finish line." The kids finishing school, the little league heading toward the playoffs, my book deadline imminent. Even the just completed Belmont Stakes horse race has its finish line. Plus I'm involved with multiple relationship marketing projects due to rollout within a month. These are all examples of homestretch, approaching a deadline.

When this happens, it is always a mix of emotions:

* desperation to get the project finished

* intensive, often late night work, to meet the delivery time.

* a thrill that the moment of truth is arriving.

Just as with patient conversion in CRM, do not presume that once the Rx is given that it will actually be filled (payer issues must be managed), and even if filled, that the drug will be taken (instructions and support are needed for adherence). The optimal patient experience must include the finish line.

Yet one thing is very important, at the finish line, not to let up on quality, not to forget the details. Otherwise, the competition may come back and pass you as you aim to cross the finish line. My son reminded me that come from behind victories happens in every horse race. Indeed the lead horse must stay vigilant.

How does your organization prepare for the big conclusion at a deadline?

How do you strike the proper balance between eagerness to complete, while still maintaining high quality?