Aligned to Achieve

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 1119291798
Total Pages : 208 pages
Book Rating : 4.1/5 (192 download)

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Book Synopsis Aligned to Achieve by : Tracy Eiler

Download or read book Aligned to Achieve written by Tracy Eiler and published by John Wiley & Sons. This book was released on 2016-09-01 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: A smart, practical guide to rocket-powered business growth Aligned to Achieve puts sales and marketing on the same page, creating a revenue 'dream team' that will drive your organization to new heights. Smart, practical explanations, case studies, and tips guide you toward action over theory, and dozens of examples illustrate the tangible effects of these changes in action at business-to-business companies. Written by sales and marketing executives who have made alignment work, this book is directed toward practitioners and leaders seeking to crack the code of sales and marketing alignment. Contributions by industry thought leaders and B2B executives provide fresh perspective and nuanced direction, while thoughtful, strategic, and well-supported guidance throughout helps you remove the obstacles standing in the way of your organization's financial and strategic goals. Misalignment between sales and marketing is an age-old problem—frequently lamented, but seldom addressed. As this schism grows amidst the evolving marketplace, its effects on top and bottom line performance are being felt more than ever before. This book shows you how to bring sales and marketing together effectively once and for all, leveraging their strengths to build an unstoppable force for growth. Understand the cost of misalignment and the driving forces behind it Learn strategies for improving your culture, process, leadership, and technology to initiate and support alignment Identify the best places to modify your sales and marketing programs to kickstart collaboration and cooperation between your teams Discover how other companies are uniting their sales and marketing teams into a single force for growth Walk away with practical advice on how to apply recommendation in the real world Misalignment is frustrating for everyone in sales, marketing, and leadership. It's also detrimental to your organization's performance—but the problem is not insurmountable. In fact, most of the obstacles it creates are self-inflicted, and entirely within control of leadership. Aligned to Achieve helps you identify and remove those obstacles, and build a culture of sustainable growth.

Aligned to Achieve

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 1119291755
Total Pages : 208 pages
Book Rating : 4.1/5 (192 download)

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Book Synopsis Aligned to Achieve by : Tracy Eiler

Download or read book Aligned to Achieve written by Tracy Eiler and published by John Wiley & Sons. This book was released on 2016-09-26 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: A smart, practical guide to rocket-powered business growth Aligned to Achieve puts sales and marketing on the same page, creating a revenue 'dream team' that will drive your organization to new heights. Smart, practical explanations, case studies, and tips guide you toward action over theory, and dozens of examples illustrate the tangible effects of these changes in action at business-to-business companies. Written by sales and marketing executives who have made alignment work, this book is directed toward practitioners and leaders seeking to crack the code of sales and marketing alignment. Contributions by industry thought leaders and B2B executives provide fresh perspective and nuanced direction, while thoughtful, strategic, and well-supported guidance throughout helps you remove the obstacles standing in the way of your organization's financial and strategic goals. Misalignment between sales and marketing is an age-old problem—frequently lamented, but seldom addressed. As this schism grows amidst the evolving marketplace, its effects on top and bottom line performance are being felt more than ever before. This book shows you how to bring sales and marketing together effectively once and for all, leveraging their strengths to build an unstoppable force for growth. Understand the cost of misalignment and the driving forces behind it Learn strategies for improving your culture, process, leadership, and technology to initiate and support alignment Identify the best places to modify your sales and marketing programs to kickstart collaboration and cooperation between your teams Discover how other companies are uniting their sales and marketing teams into a single force for growth Walk away with practical advice on how to apply recommendation in the real world Misalignment is frustrating for everyone in sales, marketing, and leadership. It's also detrimental to your organization's performance—but the problem is not insurmountable. In fact, most of the obstacles it creates are self-inflicted, and entirely within control of leadership. Aligned to Achieve helps you identify and remove those obstacles, and build a culture of sustainable growth.

Align

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Author :
Publisher : Bloomsbury Publishing
ISBN 13 : 147295940X
Total Pages : 256 pages
Book Rating : 4.4/5 (729 download)

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Book Synopsis Align by : Jonathan Trevor

Download or read book Align written by Jonathan Trevor and published by Bloomsbury Publishing. This book was released on 2019-11-28 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Shortlisted for the 2020 Business Book Awards Why do some businesses thrive, while many more struggle and fail? A key reason – and the focus of this book – is strategic alignment. This is the careful arrangement of the various elements of an enterprise – from its business strategy to its organisation – to best support the fulfillment of its long-term purpose. The best-aligned enterprises are the best performing. Most executives recognise that their enterprises should be managed in this aligned way, but lack a robust system of thought to allow them to execute strategic alignment effectively and realise its full benefits. There are thousands of organisations globally that are operating below their potential simply because they are not aligned. This book aims to change that. In Align, Jonathan Trevor provides a blueprint for how strategic alignment can be effectively developed, implemented and sustained. Drawing upon active research at the University of Oxford's Saïd Business School (with contributions from the joint works of Dr Jonathan Trevor and Dr Barry Varcoe), Jonathan also provides practical case studies and evidence-based insights – culminating in a thoughtful and compelling message to help leaders everywhere to improve their alignment and enterprise performance.

Get Aligned Now

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Author :
Publisher :
ISBN 13 : 9780578599595
Total Pages : 238 pages
Book Rating : 4.5/5 (995 download)

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Book Synopsis Get Aligned Now by : Bethany Londyn

Download or read book Get Aligned Now written by Bethany Londyn and published by . This book was released on 2019-11-11 with total page 238 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn how to listen to the wisdom within. Using Body Intelligence, you'll understand body conversations and spiritual guidance, so that you can have a life of connection, awareness, and aligned results. The state where synchronistic situations will show up, and your dreams become a reality.

Living Aligned

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Author :
Publisher :
ISBN 13 : 9781946351340
Total Pages : pages
Book Rating : 4.3/5 (513 download)

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Book Synopsis Living Aligned by : Baruch Gartner

Download or read book Living Aligned written by Baruch Gartner and published by . This book was released on 2018-03 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

The Art Of Alignment

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Author :
Publisher : Made For Success Publishing
ISBN 13 : 1641465387
Total Pages : 154 pages
Book Rating : 4.6/5 (414 download)

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Book Synopsis The Art Of Alignment by : Art Johnson

Download or read book The Art Of Alignment written by Art Johnson and published by Made For Success Publishing. This book was released on 2021-02-23 with total page 154 pages. Available in PDF, EPUB and Kindle. Book excerpt: Leading organizations worldwide are evolving from the idea of employee engagement to that of organizational alignment. More important in today’s virtual work environment, The Art of Alignment provides a roadmap to creating alignment to your mission and vision to distributed teams. Readers will discover the answers to: How bought in to the mission and vision are your employees? Are leaders across your organization aligned? How are your KPIs integrated into the organizational alignment? The Art of Alignment takes a data-driven approach to organizational alignment. When executives add PURPOSE to engagement, coupled with measurement, your organization will experience market-leading performance. By following the 9-Pillars approach to leadership, your organization can increase key metrics by as much as 28% with each percentage point improvement in alignment. The approach to organizational alignment is organized into four parts; how it can be measured, practiced and analyzed: Part 1 – Alignment is the Responsibility of Leadership Part 2 – The Nine Pillars of Alignment Part 3 – The Data-Driven Leadership Playbook Part 4 – The Scientific Leader - Where Data Science Meets Leadership Decisions By adopting a scientific approach to your leadership style, leaders are able to visualize how to improve employee engagement and performance.

The Align Method

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Author :
Publisher : Balance
ISBN 13 : 9781538716137
Total Pages : 0 pages
Book Rating : 4.7/5 (161 download)

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Book Synopsis The Align Method by : Aaron Alexander

Download or read book The Align Method written by Aaron Alexander and published by Balance. This book was released on 2022-01-11 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Celebrity manual therapist and movement coach Aaron Alexander shows readers how posture and body alignment are powerful tools for building strength, achieving peak performance, reducing pain, and approaching the world with a new sense of confidence."--

Measure What Matters

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Author :
Publisher : Penguin
ISBN 13 : 052553623X
Total Pages : 322 pages
Book Rating : 4.5/5 (255 download)

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Book Synopsis Measure What Matters by : John Doerr

Download or read book Measure What Matters written by John Doerr and published by Penguin. This book was released on 2018-04-24 with total page 322 pages. Available in PDF, EPUB and Kindle. Book excerpt: #1 New York Times Bestseller Legendary venture capitalist John Doerr reveals how the goal-setting system of Objectives and Key Results (OKRs) has helped tech giants from Intel to Google achieve explosive growth—and how it can help any organization thrive. In the fall of 1999, John Doerr met with the founders of a start-up whom he'd just given $12.5 million, the biggest investment of his career. Larry Page and Sergey Brin had amazing technology, entrepreneurial energy, and sky-high ambitions, but no real business plan. For Google to change the world (or even to survive), Page and Brin had to learn how to make tough choices on priorities while keeping their team on track. They'd have to know when to pull the plug on losing propositions, to fail fast. And they needed timely, relevant data to track their progress—to measure what mattered. Doerr taught them about a proven approach to operating excellence: Objectives and Key Results. He had first discovered OKRs in the 1970s as an engineer at Intel, where the legendary Andy Grove ("the greatest manager of his or any era") drove the best-run company Doerr had ever seen. Later, as a venture capitalist, Doerr shared Grove's brainchild with more than fifty companies. Wherever the process was faithfully practiced, it worked. In this goal-setting system, objectives define what we seek to achieve; key results are how those top-priority goals will be attained with specific, measurable actions within a set time frame. Everyone's goals, from entry level to CEO, are transparent to the entire organization. The benefits are profound. OKRs surface an organization's most important work. They focus effort and foster coordination. They keep employees on track. They link objectives across silos to unify and strengthen the entire company. Along the way, OKRs enhance workplace satisfaction and boost retention. In Measure What Matters, Doerr shares a broad range of first-person, behind-the-scenes case studies, with narrators including Bono and Bill Gates, to demonstrate the focus, agility, and explosive growth that OKRs have spurred at so many great organizations. This book will help a new generation of leaders capture the same magic.

Straight A Leadership

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Author :
Publisher : Studer Group
ISBN 13 : 9780984079414
Total Pages : 0 pages
Book Rating : 4.0/5 (794 download)

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Book Synopsis Straight A Leadership by : Quint Studer

Download or read book Straight A Leadership written by Quint Studer and published by Studer Group. This book was released on 2009 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Alignment - Action - Accountability Today more than ever, your senior leaders must produce 'Straight' work. Quint Studer's new book is the study guide they need. Straight A Leadership, a book by Wall Street Journal bestselling author Quint Studer, can help your organization achieve the peak performance it needs to survive in the toughest environment. The book is based on Studer Group's work with hundreds of top healthcare organizations. It makes the case the vast majority of problems organizations face fall under one of the following three categories: Alignment - Think of C-suite leaders as aircraft pilots. If a pilot makes even a tiny error in setting longitude or latitude at the start of the flight, the plane can end up in the wrong city. Likewise, a small misalignment at the top echelon of a healthcare organization can spark problems that multiply as they cascade through the leadership hierarchy-causing everyone to veer off course. Action - Sometimes an organization is implementing the right action plan but it's being poorly executed. Other times, so many actions are taking place that they're working against each other, in the way that multiple medications can interfere with each other's effectiveness. Either way, the impact of each action is diminished or desired results go completely unmet. Accountability - An organization may be properly aligned and taking the right action steps, but without a good system of accountability in place, it will get only short term gains. The absence of accountability-for selecting the right talent, teaching the right tools and techniques, validating positive behaviors and evaluating overall performance-can derail long term results. Straight A Leadership offers a wealth of thoughtful, evidence-based insights on addressing the three in light of an organization's external environment. It also shows senior leaders how to evaluate their own execution in these areas and provides a tool kit that will help them get the organization moving in the right direction. It's the perfect book for any leader who wants to stay on the cutting edge in making their organization the best. -- Provided by publisher.

Aligned Influence(r) Beyondgovernance: A Better Way Forward for Boards, Executives, and Their Organizations

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Author :
Publisher :
ISBN 13 : 9781631951749
Total Pages : 230 pages
Book Rating : 4.9/5 (517 download)

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Book Synopsis Aligned Influence(r) Beyondgovernance: A Better Way Forward for Boards, Executives, and Their Organizations by : Ken Schuetz

Download or read book Aligned Influence(r) Beyondgovernance: A Better Way Forward for Boards, Executives, and Their Organizations written by Ken Schuetz and published by . This book was released on 2021-03-30 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: An analysis of corporate, civic, and nonprofit governance that looks beyond policies to appropriate alignment, leading to greater effectiveness and sustainability.

Scaling Up

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Publisher : Forbesbooks
ISBN 13 : 9780986019593
Total Pages : 0 pages
Book Rating : 4.0/5 (195 download)

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Book Synopsis Scaling Up by : Verne Harnish

Download or read book Scaling Up written by Verne Harnish and published by Forbesbooks. This book was released on 2014 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this guide, Harnish and his co-authors share practical tools and techniques to help entrepreneurs grow an industry -- dominating business without it killing them -- and actually have fun. Many growth company leaders reach a point where they actually dread adding another customer, employee, or location. It feels like they are just adding more weight to an ever-heavier anchor they are dragging through the sand. To make matters worse, the increased revenues have not turned into more profitability, so at some point they wonder if the journey is worth the effort. This book focuses on the four major decisions every company must get right: People, Strategy, Execution and Cash. The book includes a series of One-Page tools including the One-Page Strategic Plan and the Rockefeller Habits Execution Checklist, which more than 40,000 firms around the globe have used to scale their companies successfully.

Choose Results! Make a Measurable Difference Through Aligned Action

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Author :
Publisher : Lulu.com
ISBN 13 : 099905385X
Total Pages : 321 pages
Book Rating : 4.9/5 (99 download)

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Book Synopsis Choose Results! Make a Measurable Difference Through Aligned Action by : Raj Chawla

Download or read book Choose Results! Make a Measurable Difference Through Aligned Action written by Raj Chawla and published by Lulu.com. This book was released on 2018-10-04 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Choose Results is a deeply considered call to action to leaders committed to improving people's wellbeing. Grounded in the fields of action learning, collaborative thinking, and collective action, Choose Results elucidates the necessary but difficult task of collaborating with others in ways that align action, de-emphasize the personal, and leverage parallel lines of work with in-depth examples from boots-on-the-ground work. This book provides methods, worksheets, and templates to give leaders the tools and practices they need to work effectively with multiple stakeholders and partners across bureaucracies big and small. Raj Chawla has worked with hundreds of leaders who are interested in making a measurable difference in the quality of life in their communities. With a focus on practice and application, he connects leaders' inherent passion for making a difference to the discipline of using data to inform decisions and the sometimes humbling vulnerability needed to choose results.

The Power of Alignment

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Author :
Publisher : John Wiley & Sons
ISBN 13 :
Total Pages : 266 pages
Book Rating : 4.3/5 (512 download)

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Book Synopsis The Power of Alignment by : George Labovitz

Download or read book The Power of Alignment written by George Labovitz and published by John Wiley & Sons. This book was released on 1997-06-02 with total page 266 pages. Available in PDF, EPUB and Kindle. Book excerpt: Misaligned companies, like cars out of alignment, can develop serious problems if not corrected quickly. They are hard to steer and don't respond well to changes in direction. This groundbreaking book shows you how to get -and keep -all the vital elements of your organization aligned and headed in the same direction at the same time. Managers must now keep their people centered in the midst of change, deemphasize hierarchy, and distribute leadership by distributing authority, information, knowledge, and customer data throughout their organization. Alignment is a response to the new business reality where customer requirements are in flux, where competitive forces are turbulent, and where the bond of loyalty between an organization and its people has been weakened. The old linear approach to management has given way to one of simultaneity -to alignment. As pioneers of the alignment concept, the authors have developed this unique approach based on their work with leading companies throughout the world. The Power of Alignment is packed with war stories and the firsthand perspectives of industry leaders. You'll learn how world-class organizations, including Federal Express, the Jet Propulsion Laboratory, Columbia/HCA Healthcare, Citizens Utilities, AirTouch, and UNUM achieved extraordinary business results. Now, through the authors' expertise, you'll see how alignment can work for your organization. In essence, alignment links the five key elements of an organization -people, process, customers, business strategies, and, of course, leadership -to obtain breakthrough results, chief among them, sustained growth and profit, loyal customers, and a high-performing work force. The Power of Alignment: * Offers a clear framework for aligning and linking the crucial elements that build and sustain a company's success * Provides self-assessment tools as well as benchmarking measures for evaluating an organization's critical competencies * Enables managers to create a work force where each employee can relate his or her activities to the goals and strategic objectives of the company * Helps a company determine when and where it is out of alignment, and gives descriptions of such common company pathologies as "The Phantom Limb Syndrome," "Strategy Interruptus," and "Dead Man Walking" * Prescribes specific steps for getting an organization back on track toward a single, shared vision of its goals Essential reading for all managers and executives, The Power of Alignment offers a new way to reestablish focus and sustained energy, and is a dynamic approach for staying balanced and achieving extraordinary levels of performance. "This book is savvy, detailed, timely, and clearly written. I highly recommend it for any leader facing the challenges posed by global business today." - Dana Mead Chairman and CEO, Tenneco Former Chairman National Association of Manufacturers "It's not only the stars that have to be in alignment to reach your destination, it's all the internal processes, rewards, and drivers. Read The Power of Alignment, and while you may not unlock the secrets of the universe, you will overcome the barriers to corporate success." - William L. Boyan President and COO John Hancock Mutual Life Insurance Company. "This important book goes beyond TQM and reengineering by creating a new approach called Alignment. The authors show that great companies manage to link strategy and people and integrate customer needs with continuous improvement processes." - Peter Augustsson President and Group Chief Executive AB SKF. "The Power of Alignment gets to the heart of a critical element of organizational leadership, namely focus. Every leader who reads it will undoubtedly do some serious soul-searching about the consistency of corporate vision, goals, management systems, and incentive mechanisms." - Louis E. Lataif Dean Boston University School of Management.

Aligned Influence

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Author :
Publisher : Morgan James Publishing
ISBN 13 : 1631951750
Total Pages : 202 pages
Book Rating : 4.6/5 (319 download)

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Book Synopsis Aligned Influence by : Ken Schuetz

Download or read book Aligned Influence written by Ken Schuetz and published by Morgan James Publishing. This book was released on 2020-12-01 with total page 202 pages. Available in PDF, EPUB and Kindle. Book excerpt: For board members and executives, a clear path to organizational improvement. Within every organization is an “ecosystem” of influencers. In organizations with boards of directors and executives, that ecosystem is even more complex, and it is even more important to understand it for the benefit of everyone, including investors and donors. To date, governance models have provided little to no understanding of this ecosystem of influence, leaving this as an ongoing problem in organizations with the complexity of a board and executive. Governance experts have applied a number of inadequate solutions to a problem they still do not grasp. In Aligned Influence®, Ken Schuetz presents the Aligned Influence® model, which offers a unique perspective on this central problem—and a solution that addresses organizational alignment as a necessary prerequisite to effectiveness.

Aligned

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Author :
Publisher :
ISBN 13 :
Total Pages : 122 pages
Book Rating : 4.6/5 (823 download)

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Book Synopsis Aligned by : Nicholas Gregoriades

Download or read book Aligned written by Nicholas Gregoriades and published by . This book was released on 2021-02-08 with total page 122 pages. Available in PDF, EPUB and Kindle. Book excerpt: Men, just imagine the enormous potential you could unlock within yourself if your mind, body, spirit and purpose were all totally optimized and working in harmony. In Aligned, successful entrepreneur, martial artist, psychonaut, and mentor, Nic Gregoriades shares 20 game-changing principles and their practical application for improving all aspects of your life.Whether you're already on the path to becoming your best self and wanting to accelerate the process, or needing to make a breakthrough but struggling to transcend your self-imposed limitations, the wisdom offered in Aligned will allow you to step into your true power as a fully actualized manAmazon Categories: - Motivational & Inspirational- Self-Help- Men's Health- Mind & Body- Gender Studies

Mastering the Cube

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Author :
Publisher : Alignorg Solutions
ISBN 13 : 9780990385448
Total Pages : 170 pages
Book Rating : 4.3/5 (854 download)

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Book Synopsis Mastering the Cube by : Reed Deshler

Download or read book Mastering the Cube written by Reed Deshler and published by Alignorg Solutions. This book was released on 2014-07-26 with total page 170 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Mastering the Cube" skillfully lays out proven organization design principles. Comparing today's complex organizations to a Rubik's Cube, the authors explain how focusing improvement efforts on just one or two facets of the organization is akin to concentrating on just one side of the cube. Doing so is bound to affect-and more likely jumble-the other areas needed to generate a healthy and sustainable organization. They advocate stepping back and taking a systems-wide, comprehensive view of change and bringing all elements into alignment with strategy. They describe eight common beliefs and missteps that cause leaders to stumble, and they offer eight building blocks to effectively orchestrate complex organizational change. Written for both business leaders and their change partners in human resources, organization effectiveness, organization design, strategy, information technology, and process or continuous improvement (e.g., Lean Six Sigma), the book offers practical wisdom to help readers develop a shared perspective on organization design and achieve positive business results. It also outlines key principles and concepts for leading effective organization alignment-and moving your organization into a productive, rewarding future. Whether the transformation before you involves restructuring, consolidations, or mergers and acquisitions, this resource provides the guidance you'll need to become skilled in the important, real work of strategic organizational alignment. "This is a great step-by-step how-to manual on defining and changing the design of your company. If you're facing such challenges and have only time to read one thing, read this. It is omniscient, efficient and sufficient." --Clayton Christensen, Professor, Harvard Business School "A must read for C-Suite execs interested in cutting the fat and preserving the muscle. Mastering the Cube: Overcoming Stumbling Blocks and Building an Organization that Works is a blueprint for smart, engaging cost reduction and efficiency no matter the circumstances." --Joe Nothwang, President, Rentals and Leasing, the Americas and Asia, Hertz Corporation "The 8 stumbling blocks are an excellent reminder of the all-too-often misguided approach and beliefs at play within businesses tackling organization transformation and change. Mastering the Cube offers thoughtful and practical wisdom and techniques for any leader who seeks to ensure that the organization design efforts they undertake are aligned with strategy and result in sustainable business impact." --Angela S. Lalor, Senior Vice President, Human Resources, Danaher "This book doesn't sugar coat the tough choices with which organization leaders are confronted For those who have the courage to move forward, " Mastering the Cube "is a practical and valuable guide to aligning organization "choices" to strategy. I found the guidance equally applicable to all types of organizations: for-profit, government, and non-profit." --Ann R. Henry, Vice President, Global Operations, Cisco Capital Mastering the Cube "is a guide organization architects can use to maneuver through the critical steps to produce an organization that works. Nicely done." --Larry Costello, Executive Vice President and Chief Human Resource Officer, Tyco International AlignOrg Solutions is an international consultancy serving enterprises of all sizes and types to clarify strategy, align organizational choices, build organization capabilities, manage and implement change, and develop alignment leadership. The firm offers a high-engagement approach, exceptional alignment tools, and hard-won expertise in leading organization transformation projects. They are respected worldwide for helping leaders and their change partners align the choices in their organizations with a differentiated strategy for future success.

Buyer Personas

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Author :
Publisher : John Wiley & Sons
ISBN 13 : 1118961668
Total Pages : 246 pages
Book Rating : 4.1/5 (189 download)

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Book Synopsis Buyer Personas by : Adele Revella

Download or read book Buyer Personas written by Adele Revella and published by John Wiley & Sons. This book was released on 2015-02-24 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: Named one of Fortune Magazine’s “5 Best Business Books” in 2015 See your offering through the buyer's eyes for more effective marketing Buyer Personas is the marketer's actionable guide to learning what your buyer wants and how they make decisions. Written by the world's leading authority on buyer personas, this book provides comprehensive coverage of a compelling new way to conduct buyer studies, plus practical advice on adopting the buyer persona approach to measurably improve marketing outcomes. Readers will learn how to segment their customer base, investigate each customer type, and apply a radically more relevant process of message selection, content creation, and distribution through the channels that earn the buyers' trust. Rather than relying on generic data or guesswork to determine what the buyer wants, the buyer persona approach allows companies to ask the buyer directly and obtain more precise and actionable guidance. Buyer personas are composite pictures of the people who buy solutions, services or products, crafted through a unique type of interview with the people the marketer wants to influence. This book provides step-by-step guidance toward implementing the buyer persona approach, with the advice of an internationally-respected expert. Learn who buys what, and why Understand your buyer's goals and how you can address them Tailor your marketing activities to your buyer's expectations See the purchase through the customer's eyes A recent services industry survey reports that 52 percent of their marketers have buyer personas, and another 28 percent expect to add them within the next two years – but only 14.6 percent know how to use them. To avoid letting such a valuable tool go to waste, access the expert perspective in Buyer Personas, and craft a more relevant marketing strategy.