N
ot everyone’s familiar with Aberdeen Group’s Competitive Framework for classifying enterprises, so I thought I’d produce a short overview of it here. I’m finding their research reports (in particular the latest on Social Media Marketing ROI) very useful for talking with clients and companies because they give great strategic insight into what companies are doing now, why and how they are doing it. The research is informative and a stepping stone to learning more about what needs companies may have. I recommend these reports.
Think of it as translation. And by the way, I’m not paid in any way by Aberdeen Group. I just like their detailed research and the case studies, and think you may find it useful for your own business conversations.
Here’s the overview. Of the three my main interest is in Best In Class (ahead of the pack) and Laggards (those companies behind the industry average). I think there’s a lot of opportunity to help Laggards get to Industry Average and above.
Aberdeen Group uses a Competitive Framework that defines enterprises as falling into one of three levels of practices and performance:
1. Best-In-Class (20%) – Practices that are the best currently being employed and are significantly superior to the Industry Average. These practices result in the top industry performance.
2. Industry Average (50%) – Practices that represent the average or norm and result in average industry performance
3. Laggards (30%) Practices that are significantly behind the industry average and result in below average performance.
It’s worth noting that each group has certain action to take in order to achieve better or superior performance. One size doesn’t fit all, especially in the realm of Social Media.
You can sign up for and download their reports from their website.
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