The Four Disciplines of Execution
I’ve been fortunate to score an invite to Peter Isaacson’s twice-annual CMO Council meetings in San Francisco, featuring a group of 25-30 C-level and VP-level marketing executives at the forefront of what’s working in B2B marketing today.
Among the attendees last month, and among the leading demand generation and marketing operations executives in the country right now, is Nick Ezzo from Sage Intacct. Nick gave a short presentation to the group which included Franklin Covey’s four disciplines of execution.
I’ve listed them here with my brief commentary on each.
- Focus on the Wildly Important: It’s a variation on Covey’s “important and urgent” and an important reminder that our time is finite, and what’s important isn’t the same as what’s wildly important. Do you know the difference? And perhaps more importantly, can you tell the difference in the heat of battle, in the middle of a hectic Tuesday?
- Act on the Lead Measures: Identify the metrics that matter most, that guide secondary and subsequent decisions. Those are the metrics you watch and react to on a regular basis.
- Keep a Compelling Scorecard: Notice this doesn’t say “complete” scorecard but rather “compelling” scorecard, meaning you focus on metrics that matter and that you can act on directly.
- Create a Cadence of Accountability: Let’s unpack this. There’s accountability, which is important. Accountability must be owned by individuals. And then there’s a cadence of said accountability, meaning you’re holding yourself and your peers accountable in a regular rhythm to ensure things stay on track.