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The Business of Influence: Reframing Marketing and PR for the Digital Age by PHILIP SHELDRAKE

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Summary

  • The Influence Scorecard is the act of setting measures, targets and reporting – the subset or view of the Balanced Scorecard containing all the influence-related KPIs stripped of functional silo
  • The Influence Scorecard is the philosophy and management approach
  • It is both part of, and an augmentation to, the Balanced Scorecard (or similar BPM approach). It can only thrive in organizations already practising business performance management effectively
  • The Chief Influence Officer and team will form the organization’s specific influence objectives from the organization’s mission, values and vision
  • Influence objectives may be set by organizational objective by stakeholder
  • A SBU may be defined as being an entity with one universal set of influence objectives
  • Influence objectives may be determined by mapping the ‘journey’ of each stakeholder type and exploring the influence touch points of such a journey
  • The influence strategy describes how an organization expects to influence and be influenced in ways that are wholly necessary and sufficient to the achievement of the influence objectives and successful execution of the overarching strategy
  • Only an organization-wide strategic approach that (a) puts influence at the centre of organizational strategy, (b) enables single- and double-loop learning, and (c) applies a Balanced Scorecard type approach, will produce the kind of results the board and influence professionals need and all stakeholders want
  • Dealing with intangible assets in a professional ...

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