The various parts of any organisation need to be “joined
up”to achieve the best results. We worked with a company where the marketing
department used the phrase “inspired performance” and yet in sales training
they used the phrase “service excellence”.
When we asked why they had not used “inspired service” as an
alternative, the answer was “This is Sales, it is different to Marketing”. Good organisational
alignment makes it easier to realise synergies and eliminate dupliocation
and waste. We refer to this as
horizontal alignment.
It is also essential for the organisation’s
strategy and culture to be aligned from the boardroom to the frontline. Within an increasingly values-driven economy,
it is important that your organisation is grounded by the same principles and
core values that define who you are within your market. To support your brand
and differentiate yourself from competitors, everyone representing the
organisation needs to be a brand ambassador, all singing from the same hymn
sheet. We refer to this as vertical
alignment.
Read more : Organisational alignment
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