Over 12 months ago we released our first ‘snapshot’ of AdaptomyDNA on Linked in. Since then, there have been many developments. This latest snapshot summarises some of them.
What’s new
Over the past 12 months we've
Changed the governing architecture to reflect the complexity of markets and customers, embrace approaches to managing complexity, sense and build more adaptive, responsive strategies and operations.
Added 16 new disciplines based on research into market management, segmentation, behavioural economics, availability, buyer management and implementation of commercial solutions.
Framed 20 questions that make it easier to interpret AdaptomyDNA and focus on business outcomes.
Categorised and grouped DNA disciplines around these 20 questions to focus on business outcomes
We've completed 'first cut' mapping of DNA processes, roles and responsibilities and we're now developing the next generation
We've developed ChatGPT Scripts to generate more insight into the DNA model, tools, techniques, metrics and measures
We've introduced a new 'standard' process model with seven components, this refelect the iterative and cyclical nature of commercial processes
Moved our diagnostics onto a new platform that supports immediate response rather than delayed survey analysis.
Mapped data, information, metrics and measures, tools, and technique to detailed processes within Adaptomy DNA, current status 25% of 76 processes completed, remainder to be completed by end March 2024.
Created ‘wrappers’ to build instances of DNA for businesses at different levels of maturity (start-up, scale-up and so on…)
We've also
Started the journey to share DNA through AdaptomyREACH, an entirely new platform for commercial innovators to share insight and ongoing development of AdaptomyDNA
And, we've started mapping DNA into a variety of common tools and approaches, starting with ABM - Mapping Account Based Marketing (ABM) over DNA to assess what’s missing and how to build ABM+
What we've learnt on the way
We've learn't a lot and covered a lot of grount but some of the key insight include:
Ideal customer profiles are far from ideal, personas probably don't work that well
Segmentation is not all it's cracked up to be
Many 'experts' don't know how to calculate TAM, SAM and SOM, even if they did, it's not the best approach to understand the value and dynamics of markets
Some popular metrics and measures don't do what it says on the the tin, some aren't useful and some are downright misleading
Value propositions and offer management are consistent weaknesses
Too many 'strategies' aren't strategies at all
Artificial intelligence will help define AdaptomyDNA, make it easier to search and will be instrumental amplifying the usefulness of proprietary data in AdaptomyREACH.
Pricing doesn't have the profile it deserves
ABM is an incomplete approach, although it has value it has many gaps that many businesses don't recognise - we're using AdaptomyDNA to close the gaps
Underlying commercial opertaing models and performance improvement systems in many businesses are sub-optimal
Many businesses don't have an architecture to hang their commercial data on, their ability to prioritise data with respect to specific disciplines that drive value isn't well-developed
People still think in terms of organisational silos like strategy, PR, communications, marketing, sales. These contructs don't help from a 'new discipline' or process perspective, they hinder exploration and experimentation.
AdaptomyDNA can accomodate any organisational model, whatever you think 'marketing' is or any other organisational construct, AdaptomyDNA can help.
It's essential for AdaptomyDNA to remain non-prescriptive a flexible framework for all kinds of companies with mutiple 'start-point's and paths to success.