Measure Process and Outcome
If all you do is measure output, then by the time you see that something is wrong it is too late to fix it. The damage is already done.
If you are only measuring the success of a product in the marketplace, you will be caught by surprise when a competitor eats your lunch. And the surprise turns even worse when you realize your competitor is using your own intellectual property against you.
If you had measured the competitive landscape all along you would have gotten clues that a competing product was in the works and you could have moved to prevent or mitigate the threat. Measure the entire process from defining the threat to your ongoing responses and theirs.
To manage performance successfully, you must quantify how well the activities within a process perform. In future columns, well outline additional Corporate Performance Management topics, including: why proper CPM is so rarely done well, and critical factors to think about when setting up your CPM system.
Roberto Goldammer is chief client officer and regional managing director for Neoris. He is responsible for managing global sales and delivery processes, ensuring consistency in execution and a positive return on investment (ROI) for clients across diverse cultures and business environments.