There has been a lot in the news lately about organizations (both for profit and non-profit) not watching the store. That is, having activities go on, or monetary deals being made (employment, compensation, contracts), that are not in the best interest of that organization. There are other operational behaviors, such as, lack of performance, not meeting objectives, not representing the vision or mission of the organization, that are just as insulting.

I especially found interesting the responses from those who either volunteered or were hired to oversee the operations and activities of these establishments: “I had no knowledge that this was going on,” or “I am appalled by the activities of these people that we trusted.”

Recently, I have heard similar statements from some clients: “I can’t believe that we lost that account,” or “no one saw this coming.” In both cases, I can look back before the “announcements” or “news stories,” and hear these same directors or business owners commenting, “Everything is on track,” “Things are looking good,” or “The controls are in place to meet our objectives.” Well, Ignorance is Bliss. The lack of oversight or inspection is, well, if not criminal, at least sinful.

I have used for years the statement: “Inspect what you expect.” This is not to indicate that you do not trust your employees or management. On the contrary, inspections are used to assist others in meeting both their goals, and the goals of the organization through the gathering of knowledge. They should be used, and presented, as part of the learning system for continual
improvement; a tool, because without it, we are likely to fail. “Learning is not compulsory, but, neither is survival,” is a quote from Dr. Edward Deming. Learning is the process of acquiring knowledge or skill through study—inspections.

It’s usually an indicator when someone protests or resists inspections. Do they have something to hide? The “Trust, but verify” statement of President Ronald Regan works well throughout all types of governmental, non-profits, and for profits entities, and at all levels.
But, there needs to be an investment in the right tools. Organizations invest resources (time and money) on making new products or services, but, often they fall short on investing resources in the tools and activities to track their marketing and sales activities to turn those products into revenues.

This usually results in the organization not meeting its marketing objectives (obtaining and maintaining customers), then resulting in the comments “thought we would of hit the numbers this month,” or “just did not have time to follow up those prospects.”

Holding people accountable is the most important duty of a board or management. Not putting the structure and tools in place to assure progress in meeting one’s goals can be summed up as “sins of omissions.” And, there will be a judgment day. Next month: CRMs. n

Jim Goodman is the president of Customer Ease, a marketing consulting and research company in Des Moines. Jim founded the CEO Center (Creative Entrepreneur Organization) for assisting in the growth of Iowa businesses. Jim is also an adjunct professor for Drake University teaching Entrepreneurship and Marketing Research. To reach Jim: jimg@ customer-ease.com or 515-471-1301.