2: Accountability

Phase 2: Accountability

How you create fast-cycle innovation teams that get the right things done

For most clients, we design and facilitate a collaborative and highly interactive discussion, examining your organization’s readiness and operational requirements of customer engagement—how you can become a customer portfolio manager, attracting and keeping ideal customers of your clients for life.

This two-day, offsite, deep-immersion conversation constitutes open inquiry about how your particular agency or marketing service firm can transform itself into a customer engagement agency (or a brand portfolio management firm)—the fastest, most direct way of getting your team on board and inspired about the changes to come.

We will lead you and your team through the following topics, evoking insights, commitments, and frameworks for building or enhancing your firm’s operational accountability:

  • Networked consumers, social media, and your brand—how consumers first connect and then decide whether or not to stay engaged
  • Value propositions, value fulfillment, and communities of practice and support—how consumers use the experiences of your best customers to guide a purchase decision-making process
  • Key phases of the customer engagement lifecycle—how to understand where and how customers consume content and interactive services in the process of becoming loyal and profitable accounts
  • Operational capabilities of customer engagement—the nine essential accountabilities of how you attract and keep customers for life
  • Process-maturity model assessment of the nine essential accountabilities of customer engagement operations:
    • Social media monitoring and topic mapping
    • Multichannel analytics
    • Content-service planning
    • Agile development of content and services
    • Media service and digital asset management
    • Content optimization and semantic tagging
    • Multimodal content management and provisioning
    • Individualized messaging and execution
    • Customer experience monitoring
  • Organization change management with force-field models and position contracts—how we speed the discovery of all factors hindering and facilitating change, as well as create new roles and responsibilities
  • Transformational intent and three-year futureproof that visually depicts the long-term goals and key attainments along the way—how to use wall-mount posters to manage project teams and quickly on-board new employees and partners
  • Introduction to master project roadmapping—how to use a two-day planning workshop of the next phase to energize your teams and put in place project management tools and processes
  • This includes a preliminary version of an innovation roadmap and a workbook of typical or pro forma two-page project summaries.

Operational-readiness assessments by you and your team conclude this two-day Accountability Workshop, using formal or informal polling tools—how you will know if your firm can move forward and how fast.

Teleconference follow-up reassesses the key findings and conclusions of the workshop and determines next-step options:

  • Take time to reassess the scope, funding, competing commitments, or available resources.
  • Hire or engage missing resources (operational executive or masterclass independent consultant).
  • Execute pilot project for integrating one operational capability, such as
    • Customer experience monitoring
    • Social media monitoring and topic mapping
    • Multichannel analytics
    • Individualized messaging and execution.
  • Commission a search of potential engagement agencies or customer portfolio managers.
  • Convene an Innovation Leadership Academy to develop a three-year organizational transformation roadmap and fully scoped phase-one project plans.
  • Engage a qualified systems integration firm with a strong service-capabilities portfolio in marketing operations and engagement cycle technologies.
  • Next-step action plan outlines your determination of your firm’s next-step options, incorporating topics and recommendations from the preceding teleconference review.


    Go to Phase 3: Leadership