In B2B organizations, process is the unsung hero in delivering strategic initiatives and business outcomes. However, they are often overlooked and poorly managed, leading to struggles with process design, implementation, adoption, and optimization. Processes often develop organically within functional or subfunctional silos — without much forethought — and become a negative experience for all participants. In mature organizations, operations and process leaders are responsible for process optimization projects and change management efforts across go-to-market teams to ensure streamlined cross-functional processes.
We interviewed twenty clients who provided thoughtful and actionable feedback for how their go-to-market operations teams must mitigate six red flags to achieve operation excellence across B2B teams. The full report provides a comprehensive analysis of the six red flags, including detailed breakdowns, numerous warning signs to look out for, their meanings, and tactical strategies to mitigate their impact.
Identify these warning signs in your organization’s processes and turn the red flag green before it’s too late.
1. Red Flag: Processes Inefficiently Designed And Documented
Processes are often nonexistent, unclear, inadequate, or fail to serve their purpose.
Warning Signs:
Complex and overengineered
Too vague or too detailed
2. Red Flag: Processes Undergoing Constant Change
Frequent changes to processes beget an unstable work environment.
Warning Signs:
3. Red Flag: Processes Lacking Clear Roles, Expectations, And Accountability
Chaos ensues when no one knows who owns the process, who should be involved, or what everyone is supposed to do.
Warning Signs:
Undistributed workload
4. Red Flag: Processes Missing End-To-End Workflows By Participant Role
Murky handoffs within and between B2B processes reveal deeper issues within the organization’s structure and communication.
Warning Signs:
Not aligned with company goals and objectives
Inability to determine where issues lie
5. Red Flag: Processes Deprived Of Adequate Compliance
B2B organizations face significant challenges when people don’t adhere to processes.
Warning Signs:
Rogue duplicative processes
6. Red Flag: Processes Not Being Measured
Without success metrics, organizations can’t determine whether they’re on the right track or adjustments are needed.
Warning Signs:
Inconsistent quantifiable metrics
If some of these red flags feel inevitable, you are not alone. Many B2B organizations struggle with their processes, but operational excellence and improved business outcomes can be achieved when the go-to-market operations team takes the lead in designing, documenting, and optimizing processes. The first step is to raise the alarm bells when you see a warning sign. Identify any gaps before they grow into a true red flag. The final step is mitigation. Find the answers in the full report that dives deeper into what each red flag really means for your organization with actionable insights for prevention.
(Riley McDonnell, Research Associate, contributed to this post).
