In recent blogs, we’ve talked quite a lot about the power of intent, and how it is critical to creating clarity, focus, and impact.
An equally important distinction is the one between activity and outcomes.
Recently, I was working with a client on improving their approach to account management. In the discussion, the work group that took on this endeavor kept circling back to prescribing how many face to face meetings the account managers should have each month, quarter, and year with their clients. I think we’d all agree that spending face time with clients is a good thing, and important. However, face time alone is not a predictor of deep client relationships, increased share of wallet, internal or external referrals, account retention, and loyalty... (you get the picture).
Too often, we see organizational leaders gravitate or default back to things that are easy to count when determining the success of an individual (how many meetings, how many appointments, how fast did the customer service rep answer the phone, how many incoming calls were handled). This is an incomplete approach, at best; and sales/service suicide, at worst.
A better thought process would include:
1. Clarify the intended OUTCOME. (What does great account management produce? What is the evidence? For example, internal referrals? Increased spend? Inclusion in strategic issues?)
2. Align activities/behaviors that will yield those outcomes.
3. Determine the training, coaching, and learning interventions needed to equip those playing the role to be able to do those things.
4. Align hiring profiles/role descriptions to all of the above factors so the organization is more likely to make great hires!
This is a HUGE mindset shift for many leaders, and the change and work it takes to make the shift is worth it. Just think about the cycles you and your team spend now trying to improve results, by focusing on activity. There is a better way….
Andrew Freedman, Principal at entreQuest, specializes in helping eQ’s clients grow by creating well aligned company cultures and strategies that result in remarkable client and employee experiences.
