What is the ROI of Sync?
I was meeting with a CEO earlier this week, and he emphasized several times during our conversation that when CEOs consider getting outside help to promote sync they ask, “What’s the ROI?”
This raises an important question: How does one measure the ROI of getting in sync? It’s intuitively obvious that being in sync is helpful. Having an organization in which everyone is working to move you in the same direction is more cost effective than the alternative. And having a customer promise that is in sync with the value you actually deliver will certainly get you better financial results. But where’s the quantitative data? Booz & Company gives one example of how to quantify the connection between sync and the bottom line.
Research demonstrates that corporations driven by brand achieve margins about twice as high as their non-brand-guided peers. Brand-guided companies measure business success more rigorously than other companies and demonstrate sounder budgeting, planning, and decision support systems. These companies are driven by two simple but essential principles:
- They “live and breathe” the brand.
- They think like their customers.
Living and breathing the brand is a key indicator that you’re in sync. And demonstrating “sounder budgeting, planning, and decision support systems” are other indicators that an organization is in sync.
What’s the ROI of Sync for your organization? How do you measure sync?