Everyone says indeed, that is confirmed by the information of the Muuuh Group study, that with the topic CRM first of all no software stands in the foreground, but a strategy topic is. But only few managers in a company live this credo in practice. At least the other results of the Muuuh Group study show that the respondents themselves recognize major discrepancies between “The topic is important” and “That’s the way it is with us”.
And if there is a gap between claim and reality, then it is the challenge for the management team to slowly close this gap. It’s not that everything is bad, it’s just that many things could be easier, simpler, cheaper – if, for example, a few homework assignments are done. And that wouldn’t be that difficult. That’s why we are writing some information about this.
Again and again we experience or hear about disputes between marketing and sales. Everyone claims to be the customer’s most important partner. Marketing proclaims this view, because marketing implements the central idea, garnished with beautiful pictures. Sales represents its point of view because it is closer to the customer than marketing.
The term leadership has established itself in international business or has changed the international management literature, according to Wikipedia:
Leadership is both a research area and a practical skill encompassing the ability of an individual or organization to „lead“ or guide other individuals, teams, or entire organizations. …“.
Studies of leadership have produced theories involving traits, situational interaction, function, behavior, power, vision and values, charisma, and intelligence, among others.
In the meantime, the topic of leadership has become an integral part of management studies at many universities and all business administration courses that deal with management in the broadest sense. You can complete your Bachelor or MBA in this subject. Many consulting companies have discovered the topic for themselves.
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John P. Kotter, one of the world-famous authors on the subject of leadership, has written several books on the subject.
Wikipedia writes about him: John Paul Kotter (* 25 February 1947 in San Diego, California) is Professor of Leadership Management at Harvard Business School. He is especially known for his work in the field of change management.
A major thematic work, which has given him global recognition: A Force For Change: How Leadership Differs from Management. ISBN-10: 9780029184653
One of his most famous books is the book with the title The penguin-principle. How change leads to success („Our Iceberg Is Melting“). Droemer, München 2006, ISBN 3-426-27412-4 (together withHolger Rathgeber).
What does the penguin principle say, which the Harvard professor invented?
Kotter describes the process of change using the example that a herd of penguins notices that the iceberg is melting. He describes the reaction and change process by means of 8 steps. The 8 steps such a change is to be accomplished:
Now it is a special challenge for a good manager to draw the right conclusions for change from the classical theory of change and the theory of customer orientation. It requires different leadership skills to pull the cart out of the mire. What do you do when the iceberg melts?
It is a business management question:
First and foremost is a question of leadership. Especially in Corona times, the iceberg melts enormously. Now the skills of good leaders are in demand. How can I use my current knowledge and outlook to plan for 2020? How can I lead my team out of the crisis and manage it from a distance? Is this still a classic management task? Or is it a completely different responsibility? How do I lead my team in the home office was a challenge for at least three months?
If a company is committed to customer orientation, today’s divisions and teams have to be managed differently. They must be able to make decisions directly at the customer or in customer contact. Availability of information and speed is a competitive advantage. And this is only possible if employees are empowered by top management (leaders) to make decisions themselves.
If the customer is treated according to standard or if he has to wait for a decision (because of a query to his superior), he has quickly migrated to the competition. And the staff stands in front of the customer like a watered poodle – without the appropriate information or decision. The customer could not say whether the decision made later was suitable for him. So everyone leaves dissatisfied.
Who are typical leaders? What is good leadership?
Jeff Bezos, Steve Jobs, Elon Musk, to name but a few. As a brand, they shape the corporate culture through the way they communicate and behave. They drive ideas, give directions and present or represent their company in every second.
Of course, leadership management is not only represented by top management. Every other manager can also become a leader in a kind of leadership management. It depends on the type of leadership style, not on the hierarchy.
Digital leadership is a special kind of leadership. Wikipedia (as of 18.06.2020) writes about it:
“Digital Leadership is a scientific approach to defining the tasks and tools of leadership in times of digitization in general and in phases of transformation to digitization in particular. It was first developed and mentioned by Utho Creusen at the Catholic University of Eichstätt/Ingolstadt in connection with the study of leadership in start-ups. Other authors use the term Leadership 4.0 to describe a comparable leadership concept.
They distinguish between the areas of leadership in start-ups, leadership in digital companies and leadership in digital transformation and draw conclusions for the different leadership approaches (see chart Leadership Approaches). The starting point is the insight that “digitally leading companies achieve higher revenues, profits and company values depending on their digital maturity (digital readiness).