Sales process selection

How a strong corporate DNA can contribute to sustainable profit

Strong corporate DNA is the foundation for sustainable profit growth and the way it achieves its objectives.

How did the Greeks and Romans manage to conquer such large territories? And what led to Spain, Britain and the Netherlands to colonising such large parts of the world so far away? The answer: a ‘winning’ culture shares a vision that is sufficiently challenging to enable the advancement and development of technologies, techniques and tactics (e.g. transportation, military technology / tactics, entrepreneurship, financial innovation), so they can turn their ambitions into a reality. These principles determine whether or not an organisation will succeed or be doomed to failure.

The same values and convictions

What drives your organisation forward is its DNA. Strong corporate DNA is the foundation for sustainable profit growth Corporate DNA is the core of what a business stands for, the reason it exists, and the way it achieves its objectives.

The corporate DNA shares values, beliefs and consequent behaviours that remain consistent and are not questioned, with strategies and tactics being adapted over time in response to changing market conditions. So make sure your organisation’s DNA is communicated clearly and explicitly, and avoid dilution over time. It pays dividends in the long run.

Open for change

Companies with a strong and sound corporate DNA are flexible organisations that are always learning. They are open to change and don’t see this change as a threat but as an evolution. All employees understand and support the strategy and work together to implement it.

Organisations with strong corporate DNA are better equipped to combat bureaucratic inefficiency and time wasted through fruitless internal discussions. This gives an organisation the space it needs to implement its long term strategy, and devote all its energy to performing: maximising turnover for the lowest possible cost, and focusing on the people that matter.

Motivated employees

Strong DNA also benefits recruitment. Companies often look for clones of best-performing employees who they think will be productive in the least possible time. But this approach doesn’t guarantee employees will actually be a good match for your organisation. It’s also true that training new employees in technical or industry-based skills is much easier than changing their beliefs, let alone changing the values that underpin their behaviour.

DNA-compatible employees are highly committed and motivated. They act in line with expectations, rendering lots of procedures and bureaucracy redundant. DNA-based recruitment will also prevent your existing employees from becoming demotivated.

Update corporate culture for better performance

If you want to introduce a corporate culture like this, ask yourself the following questions:

  • Is our corporate DNA clear and accurate, and is it commonly referred to in day-to-day operations?
  • Do we have room to simplify bureaucracy and procedures?
  • Can we speed up decision-making processes and implementation?

If the answer to these questions is yes, you are ready for change.

About Pascal Persyn

Pascal supports organisations in delivering commercial excellence in the areas of Sales Enablement, Content Strategy and Buyer Journey Enablement. His pet projects are about helping companies overcome challenges due to the empowered customer and thus evolving into buyer-aligned organisations. His executive experience in private, VC-backed and public companies enables doing the right thing at the right time with the right people. Don’t hesitate to contact Pascal for expert advice: pascal@perpetos.com

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