Tina, what motivated Schneider to initiate an M2M Advising engagement?
A: Another member company approached us to participate in their M2M Advising project. So our first experience with the process was in an advisory role—answering another company’s questions. We were very impressed with the professional way UWEBC managed the M2M process. We felt this was an effective way to get proven, actionable information.
Q: And so you initiated your own M2M Advising engagement?
A: Yes. We contacted Roger Paulson, the UWEBC’s leader of the CRM/Sales Operations Peer Group, and told him we were interested in understanding what other members were doing in compensation—particularly incentive compensation. He guided us through the M2M Advising method, which helped tremendously in focusing our inquiry. It’s very structured, which really maximizes efficiency of process and clarity of outcome.
Q: Describe that process to us.
A: It began with filling out the very thorough M2M Advising Request form, which is available on the M2M Advising section of the UWEBC site. Because Roger knows the members so well, he was able to select a list of companies particularly knowledgeable about our questions. He then contacted the member companies to ask if we could approach them.
We then sent each company a pre-conference questionnaire. Taking this extra step produced a couple of positive outcomes:
First, it helped us use time efficiently. The questionnaire focused our follow-up conversations on issues we wanted more feedback about. Second, because we shared our own answers on the questionnaire, it put everyone at ease that this was risk-free collaborative learning. Since we shared first, everyone was more comfortable giving complete answers.
Q: Well, you’ve been in both roles of M2M Advising—advisor and advisee. Did you get the sense that you learned something in both?
A: Definitely. People and companies have different areas of experience and expertise. Collaboration like this gives everybody opportunity to learn from other member companies and improve.
Q: What were the key business benefits of your M2M Advising experience?
A: First, benchmarking. This process helped us to go to the Sales Managers and give credible feedback. It’s always valuable to learn what works—and what doesn’t—for others.
Second, relationships. We not only got answers to our questions but we also made some very important contacts we can discuss issues with in the future. We’ll be able to think back and say, Who’s already done this? Oh, yeah, such and such has. Let’s contact them for their input. Knowing who’s done what will be very helpful in the future in getting credible, experienced input quickly.
And third, the give and take of learning. The level of knowledge among UWEBC member companies on all kinds of business issues is very strong.
Q: Any parting thoughts or recommendations for our other members?
A: To get maximum value from M2M Advising, you have to come prepared. Fortunately, the tools and process provided by the UWEBC help you to do that. It’s a really useful resource. It moved our benchmarking process forward significantly.
M2M Advising is a UWEBC Member Service available to all member companies without charge. For more information, including a downloadable request form, see the M2M section of our Web site or contact your Peer Group Leader.
