Evalu8ing. Collaboration. Relationships. Performance.

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Measuring Relationship Performance

Evalu8ing

Configuring Evalu8ing to meet your specific needs

October 2010

Evalu8ing. Collaboration. Relationships. Performance.

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Measuring multiple relationships

Evalu8ing allows you to measure relationships across multiple groups of people working together.

This could be internally across the various departments within your organisation.

Or across the various service providers working with your organisation.

Or across teams working in different markets working together on the same project or to the same objectives.

In any survey there is a maximum of 8 groups.

There can be as many individuals in each group as you need.

You can map and define which relationships you want to measure.

Measuring all the relationships between 8 groups equates to 28 relationships within one survey.

Following we will demonstrate how to configure Evalu8ing to measure your relationships.

Evalu8ing. Collaboration. Relationships. Performance.

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One & two dimensional measurement

Evalu8ing allows you to define the direction of the evaluation and measurement.

Fig A: This is a one directional or one dimensional measurement, like a score card. In this example Group One is evaluating Group Two.

Fig B: This is a two directional or two dimensional measurement, or a 180º assessment. In this example Group A is evaluating Group B and Group B is evaluating Group A.

One dimensional measurement is ideal in situations where:

1. The performance of the target group (Two) is not influenced or dependent on the performance of the assessed group (One).

2. Where the target group (One) is simply providing feedback or the assessed group (Two) has requested feedback.

Where two dimensional measures are undertaken the criteria is common to both directions to create a level playing field for evaluation.

One

Two

A

B

Fig A Fig B

Evalu8ing. Collaboration. Relationships. Performance.

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Multi-dimensional measurement

Where the performance of a group is dependent on the performance of another group or third party, a multidimensional measurement approach is recommended.

Evalu8ing allows you to measure these interdependent relationships to assess the cause and effect of performance on the overall relationships.

Fig C: Group 1 is assessing all Groups in one dimension. The performance of Group 2 is influenced by Group 1, 3 & 5. The performance of Group 3 is influenced by 1 & 5, etc.

This system allows you to map the relationships that influence overall performance and measure the specific relationships to identify below average performing relationships.

These relationships can then be discussed and addressed in the context of the overall impact to performance, rather than in isolation.

We will now explore common configurations.

Group 1

Group 4 Group 5

Group 3 Group 2

Fig C

Evalu8ing. Collaboration. Relationships. Performance.

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Marketing team & their agencies

A Marketing team working with a Creative Agency and a separate Media Agency would be structured like this.

There are 3 groups and therefore 3 relationships being measured.

It not only looks at how the marketing team relationship is performing with each agency, it also measures how the agencies work with each other.

Other agencies can be added to the mix including digital, public relations, sale promotion, channel planning, events and the like.

With one marketing team, up to seven agencies can be included in the survey, (maximum of 8 groups).

The two way evaluation of the Marketing team of the agencies and agencies of the Marketing team and each other makes this a 360º survey.

Marketing

Creative Media

Fig D

Evalu8ing. Collaboration. Relationships. Performance.

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Multiple marketing teams & agencies

Brand 2

Agency C Agency A

Brand 3 Brand 1

Agency B

In some organisations, marketing is segmented across lines of business.

This example has 3 brand teams and 3 agencies, making 6 groups in total and 12 relationships being measured.

It measures the relationship between the marketing teams and each of the agencies. It also measures how each of the agencies work with each other.

Other marketing teams or agencies can be added to the mix, up a maximum of 8 groups.

The Evalu8ing system provides two scores:

1. Performance score: the score given by the assessing group of the target group

2. Collaboration score: overall score given by all groups of the target group. Fig E

Evalu8ing. Collaboration. Relationships. Performance.

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Marketing score card of the agencies

Marketing

Agency 4 Agency 5

Agency 3 Agency 2

Agency 6 Agency 7

Agency 8

In this case, a Marketing team is working with multiple agencies and would like to measure each agency on their performance.

Normally this would require a survey for each of the relationships.

Evalu8ing allows you to measure up to seven relationships of this type in one survey.

It also allows the marketer to compare agency scores against each other directly against the same set of criteria.

Both one and two dimensional measures by the Marketing team of the agencies can be undertaken.

If individual agency results are not to be shared with the other agencies, Evalu8ing can produce all results in individual outputs. Fig F

Evalu8ing. Collaboration. Relationships. Performance.

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Agency score card from their client

Agency

Marketing 4 Marketing 5

Marketing 3 Marketing 2

The reverse of the “Marketing score card of the agency”, Evalu8ing can also be used by Agencies to obtain measures and scores of their performance from their marketing clients.

This could be either a number of marketing departments or brand groups within one client organisation, or one client over a number of geographic markets, or could be a number of different and non-competitive clients.

Evalu8ing allows you to measure up to seven relationships of this type in one survey.

It also allows the agency to compare their scores from the various marketer groups against each other directly against the same set of criteria.

Both one and two dimensional measures by the agency and Marketing team of the agencies can be undertaken.

Fig G

Evalu8ing. Collaboration. Relationships. Performance.

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Measuring agency disciplines

Marketing

Production Creative

Strategy Acc Mgment

Within agencies are a number of disciplines that all contribute to the performance of the agency for the marketing client.

This configuration measures the performance of the relationships between the marketing team and the various client facing contact points within the agency.

Fig H: represents the traditional creative agency, but could include any combination of disciplines, including media strategy, channel planning, management, etc.

This can be the ideal diagnostic tool for internal agency relationships because it provides a measure of the agency team in the context of the Marketer feedback and scores.

It would also help build a partnership working relationship by sharing the results and engaging the marketer in the solution.

Fig H

Evalu8ing. Collaboration. Relationships. Performance.

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Measuring local, regional & global

Fig J

Often brand marketing teams and agency teams will work across geographic markets and require a measurement of the performance of these relationships in delivering aligned and co-ordinated programs.

Fig J: represents the relationships between the Global brand team, their Regional office and one or more Local Brand teams.

Other local brand market teams or agencies can be added to the mix, up a maximum of 8 groups in any one survey.

This configuration can be used to measure the alignment between the teams to the brand strategy or assess the level of collaboration between each of the groups and markets.

There are as many configurations for using the Evalu8ing system as needs. For ideas and suggestions, simply ask.

Global

Local 1 Local 2

Regional

Evalu8ing. Collaboration. Relationships. Performance.

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For more information…

Evalu8ing Pty Ltd Sydney +612 8399 0922 Melbourne +613 9682 6800 Hong Kong +852 3589 3095 Singapore +65 6884 9149

people@evalu8ing.com www.evalu8ing.com