We’ve all experienced misalignment at one time or another. Our car hits a pothole. Suddenly, it’s pulling like a magnet to the median strip. What was once an easy “cruise control” ride has become repeated efforts of tugging the wheel to stay on track. Not to mention the cost associated with the less-efficient ride.
In business, “we all experience that kind of organizational drag—not being in alignment with what you are trying to do in the field,” says LaVon Koerner, president and chief revenue officer at Revenue Storm. Koerner will be presenting a session on the topic, “Diagnose Internal Misalignment and Fine-Tune Your Partnership’s Value Creation Engine,” at the March 1–4, 2016, ASAP Global Alliance Summit “Partnering Everywhere: Expert Leadership for the Ecosystem,” at the Gaylord National Resort & Convention Center, National Harbor, Maryland, USA.
“I do a lot of keynote speeches, and this is one of the popular topics I speak on around the world,” said the co-founder of the international sales training and consulting firm. “You have to align each alliance management partner—each has to be aligned with their own company before they can be aligned with another company. It’s like a marriage. If you don’t have your act together, and marry someone without their act together, you have a tragedy.”
The session will focus on how to diagnose alignment or engine problems so participants can identify where they are off-kilter, consider the causes and cures, and determine the best tools for fixing the problems. “We will show them how much organizational drag they have, and we will give them a number,” he said. “The role of a leader today is to create a fine-tuned acceleration engine. I will be walking them through that engine. We want the power of the company internally to be aligned behind the power of the sales force externally.”
How often do we see organizations training people to do one thing and paying them to do something else? he asked rhetorically. “A lot,” he replied, while pulling another analogy from his hat.
“You have songwriters and singers, scriptwriters and actors: The scriptwriters don’t do their own acting, and the best singers in the world don’t write their own songs. The reason a lot of customers are not dancing is because the singers and actors don’t have the music,” he added. “The people in the field are not the scriptwriters and songwriters, they are the singers and actors. They need to be supported, and that is called alignment.”
The secret to a smooth running company vehicle? Align to a common strategy, he divulged. “Once you are aligned to a specific strategy, you are aligned to each other. “
Here’s a tip from Koerner’s “Blue Book” of value. There are four strategies you can align to:
- Transactional approach to market
- Process approach to market
- Business-oriented company
- Partnering relationship to customers
Pick one of the four from which to operate, he advised. But that’s a huge topic for another day, one he promised to probe at length in his Summit session.
To learn more about Koerner’s session and others on a diversity of topics critical to partnering and alliance practice—and to register for the March 1-4, 2016 ASAP Global Alliance Summit before Early Bird Rates end—Click here