Weitere ähnliche Inhalte Ähnlich wie "The Alternative to Saying No" Linking Strategy to Investments (20) Mehr von Constant Contact (12) Kürzlich hochgeladen (20) "The Alternative to Saying No" Linking Strategy to Investments1. The Alternative to “Just Saying No”
David Mann
Constant Contact
September 9, 2010
dmann@ConstantContact.com
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3. The Finance Role
Partnership and team
Bean counter oriented
Reporter Accountability
Dislike Sales and Marketing Sales and Marketing tied to
Decisions in a black box metrics
Passive role in strategic Focus on critical information
planning Value creator
Sharing information
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4. Agenda
Constant Contact Challenges
Linking Investments to Strategy
Keys to Success
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5. Constant Contact Reality
Revenue ($Ms) Product Line
$200
50+% Email
Event Nutshell
Marketing Survey
$160 (Sole Product
Marketing Mail
$129 Product Acquired
Product)
$120
$87
$80
$50
$40
2007 2008 2009 2010
$0
IPO
2007 2008 2009 2010E
Headcount Offices
800
700 625
600
456 Waltham
500
,
400 318 Loveland Bedford
San Fran
300
200
100
0
2007 2008 2009 2010E Boca
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6. Challenges of High Growth Companies
Many new people
Challenge to stay ahead of the curve
Tendency to add resources rather than focus on
operational efficiency
Decision making by exec team not scalable
Increased complexity and emerging lack of alignment
Insufficient clarity for making resource tradeoffs
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David Mann – Constant 6
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7. Agenda
Constant Contact Challenges
Linking Investments to Strategy
Keys to Success
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8. An Alternative Approach
Common framework for investment
decisions & budgets linked to strategy
Resource tradeoffs and budgets are defined by
company strategy
Establish guardrails for resource tradeoffs
Drive empowerment and accountability deeper
into organization
Enable faster and more effective decision making
Encourages smart investment decisions
Finance is an invaluable partner helping the organization to make
smart investment decisions
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10. Where Are You Going?
10 Years 5 Years
Future state of org Roadmap to
achieve vision
Aspire to achieve
Consider marketplace
Energize employees
Account for competitive
Consider company differentiation
assets
Address ‘mission’ to
achieve vision
Can’t go somewhere unless you
know your final destination…
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11. Translate into Tangible Goals
1-3 years
Metrics and KPIs
Foundation for near Make it tangible
term investments
Forces organization alignment
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12. Establish Operating Plans
Roadmap to achieve Key objectives
corporate objectives Implementation plans
Addresses Resources required
Where are we now?
Where do we want to go? Progress measurement
How will we get there? guidelines
How will we measure
progress? Common organization
framework
Establishes accountability
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13. Leads into the Budget Process
Output of operating plan
Balance investments to account for operational
efficiency, scaling and growth
Provide forum for tradeoff
discussion
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14. Accountability & Re-planning
Establish designated check-ins
Review budgets and operating plan
Change, adapt plans and reforecast
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15. Implementation Requirements
Executive “Buy In”
Constant communication to organization
Transparency
Common framework
Forum for tradeoff discussion
Finance team structured to lead and support
implementation
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16. Agenda
Constant Contact Challenges
Linking Investments to Strategy
Keys to Success
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17. Keys to Success
Flexibility
Consider cultural norms
Phased in approach
Process for accountability
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18. Takeaways
Investments align with strategy
Decisions are faster and more flexible
Finance becomes key business partner
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19. Feel free to email me at dmann@ConstantContact.com
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