How Business Unit Managers Coordinate And Not Lose A Beat

Can a business unit manager delegate coordination of his tasks? Hardly. Coordination and follow through form cornerstones to carry out any strategy. Now, I’m not saying he or she has to manage every task to extreme detail but it’s important to see no one drops the ball. How many parts does this coordination effort have? Let’s talk about some of them.

If you look at the legs of the unit, one would see engineering, research and development (R&D), product management, marketing and field sales. If we imagine an engineering department, this question pops up: Are we going to design the product or do we need to buy it? The business unit manager has to keep an eye on whether to make or buy and how it affects the overall plan of the unit––2 years, 2-5 years and longer. It's equally necessary to check if we’ve tied suppliers’ contracts to the success of the business. Next, we’ll look at R&D, where it's all about learning to focus. Are we going to enter a new market, bring a new product line, add a new business ability or focus on continuing technology? These questions bring many coordination nodes for the business unit manager. 

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Same applies to product management, having checkpoints for time to market, matching products to customer needs, technology map, competitor pricing and quality. Sometimes, the business unit manager has to coordinate and compromise on competing demands. For example, he or she may decide to be in the top 3 for quality, not necessarily number 1.

Many businesses often overlook marketing and replace it with proposal management, which may be expensive long-term. An adept business unit manager could lift his playing field if he uses more channels and disrupts the market. Another important coordination step is in grouping customers based on the right conditions. Here we need to check out the competitors and see how they’re changing their plans to gain market share. After all, that’s the best way to measure a successful strategy, isn’t it?

Many businesses often overlook marketing and replace it with proposal management, which may be expensive long-term. An adept business unit manager could lift his playing field if he uses more channels and disrupts the market.

Finally, let’s talk about sales; this is the lifeblood of the business. If you aren’t selling, then you need to fix it. Questions such as “What’s the marketing return on investment (ROI)?” now seem bigger! The business unit manager has to continually talk to sales about customer needs, competitor pricing, sales goals and nurture long-term customers.

If you see all the coordination areas we looked at here, it’s enough to keep the business unit manager busy as a beaver, though it’s only one of 20 tasks each day.

Written by Suresh Iyengar, P.E., President, Business Unit Execution LLC––“Explosive Business Coaching Houston Results For Small Business”. Want even faster results? Are you ready to learn? Call 281.410.5375 and speak to your Profitability Coach Houston today!


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