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Thoroughly Assess Conditions |
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Good assessment is the foundation of a successful operation. |
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When the management of a major pharmaceutical company found that product development was falling off, an assessment revealed the reason. Although senior managers claimed that development was a team effort, analysis of their 25 most profitable drugs revealed that two people had initiated ten of them. The reason product development declined was because both had been moved to positions where they were no longer in the development stream.
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An Ogilvy & Mather analysis showed that the return on the marketing investment to existing customers can be many times greater than to prospective customers. That is why every assessment must include a thorough analysis of how to increase business with existing customers. The greatest source of increased sales and profits is from those who know you and are now purchasing your products. |
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In today's business world, the assessment before the plan is often ignored in the rush to action. When action is taken without a thorough assessment of the situation, too often people begin working on the wrong things. In these circumstances, the result will be that a lot of effort is expended with no gain. |
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Assessments are simply methodologies for gathering data in a structured process designed to elicit facts or perceptions. Assessments can be internal or external. They can be conducted by one or more individuals to determine the current status of an organization. Assessments can be surveys distributed to everyone or interviews conducted across a vertical slice of the organization chart. When assessments are conducted by an external organization, respondents usually feel they have a better chance of giving anonymous input. This provides the opportunity for gathering more accurate data. |
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Motorola is engaged in an ongoing assessment of its employees which requires supervisors to regularly discuss questions on the internal culture. |
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Internally, the assessment provides information on strengths and weaknesses that can energize and direct self-renewal. Externally, the assessment reveals threats and opportunities. |
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