2012 Strong Start Keys – Peter Arezzini of Arezzini Consulting

Don't Dig a Hole.
Getting out of the blocks with an aggressive focus on attaining the revenue number is critical. Focus on the customer, particularly those that deferred in Q4 but have all of the qualifications to buy this year. Gaining momentum through achieving initial sales numbers in the first quarter sets an early tone for the organization and could provide a welcomed morale boost. Planned Sales and Marketing programs or campaigns that can jump start sales early in the year could assist in this area. On the downside, digging a revenue hole can be very difficult to remedy and may take much longer to refill.

Antenna Up for Opportunities and Threats (especially new ones).
Competitors with good plans will begin to launch their new programs, initiatives that could pose both challenges and opportunities. If the programs alter (or attempt to alter) their market positioning, this should be assessed. Staying close to the "street level" of the market promotes deeper, faster understanding of any significant changes in the competitive landscape.

Though this should not necessarily drive our strategy and action, if a dominant market leader has made a significant move, it must be assessed and folded into your overall strategic thought process.

I believe that there is significant opportunity for market share gain in key markets in 2012 as the past several years have weakened many companies ...to the degree that many are currently not on the offensive. Being selective of opportunities makes sure that the organization can execute well on those specific areas.

Organizational Focus.
Make sure your organization is crystal clear on the core objectives, priorities and focus at the outset of this year. Your entire team at all levels should be operating off of that same playbook. Clarity on priority and key initiatives ensures that the entire team is supporting those areas with their individual and group contribution.

This may require an additional round(s) of company communications (whatever format works for you and your organization) to ensure that this is the case. Don't put this off if it needs to be done again. The year has already begun.

Manage Operating Budgets.
Not much needs to be said here. Most organizations that got through 2011 managed their operating budgets very tightly and those that fared better proved to be quicker to adjust operating expenses when revenues did not hold up.

Few economists would argue that the economy has any measure of strength at this point and that it has some ways to go before we can feel on solid footing. Many companies will be starting the year cautiously ... managing expenses carefully and methodically.

Pay Attention to Your Top People.
Our companies are built upon the leadership, competency and passion of our employees. Our top talent needs to know that we value them and we are depending on them to help lead the organization. But what do they need?

The simple answer is ask them. Top talent wants to be successful in what they are doing and it is our job to make sure that we are doing all that we can to clear obstacles or provide avenues for them to be successful. The best performers that I have ever worked with have been those that were motivated by achievement. We need to help them achieve.

Peter Arezzini is principal in Arezzini Consulting. His firm, which specializes in strategic and market planning, is a part of OMEP’s network of trusted third-party service providers that partner with us to assist our clients.