http://www.mpdailyfix.com/scan-adjust-flight-tip-to-better-pilot-your-company/?utm_source=rss&utm_medium=rss&utm_campaign=scan-adjust-flight-tip-to-better-pilot-your-company Opinions. Commentary. News. Sun, 12 Feb 2012 02:23:11 +0000 http://wordpress.org/?v=2.9.1 hourly 1 http://www.mpdailyfix.com/scan-adjust-flight-tip-to-better-pilot-your-company/comment-page-1/#comment-40272 Paul Barsch Fri, 06 Mar 2009 18:27:23 +0000 http://www.mpdailyfix.com/scan-adjust-flight-tip-to-better-pilot-your-company/#comment-40272 Hi Paul, I enjoyed this post on scanning and adjusting. I believe it's important for marketing leaders to look at as many data sources as possible, both internal and external, and have some method of integrating them - and then of course prioritizing so that action can be taken. There's no magic number or formula that can tell a company "exactly" what to do, but I firmly believe that listening to internal sources (both strategic and operational), as well integrating external data sources into the analysis can provide a better picture and clear up some of the cloudiness. The real trick however, is to have the processes and technologies to do scanning and adjusting (monthly, weekly, hourly or even down to the minute). Sadly, most companies don't have standard processes nor the technology in place and must rely on a manual approach. Here's where true competitive advantage lies; in the ability to read and interpret the tea leaves (correctly) before competitors can. Hi Paul, I enjoyed this post on scanning and adjusting.
I believe it’s important for marketing leaders to look at as many data sources as possible, both internal and external, and have some method of integrating them – and then of course prioritizing so that action can be taken. There’s no magic number or formula that can tell a company “exactly” what to do, but I firmly believe that listening to internal sources (both strategic and operational), as well integrating external data sources into the analysis can provide a better picture and clear up some of the cloudiness.
The real trick however, is to have the processes and technologies to do scanning and adjusting (monthly, weekly, hourly or even down to the minute). Sadly, most companies don’t have standard processes nor the technology in place and must rely on a manual approach. Here’s where true competitive advantage lies; in the ability to read and interpret the tea leaves (correctly) before competitors can.

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