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Revitalizing Growth: Strategic Alignment for Military Financial Services


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Role: consultant
Industry: mid-size national financial services


Situation:

Here is organizational situation: - 1000 people - national provider of financial services and banking to our nations military families - Flat growth for last 5 year now implementing a growth strategy - maturity level in developing strategy is low but improving as this is the first year they have developed a corporate level strategy with goals in OKR format. - However, they also need to align strategy to lower levels in the org (business unit, functional unit). They have never done this and are unfamiliar with terminology and approach to doing so. I am a consulting firm that helped them define a corporate level strategy. Next, I will help them with business unit and functional strategies.


Question to Marcus:


Do you have any information to explain strategy at various levels of the organization? Do you have any information on levels of strategy in an organization that may be helpful to the situation?


Based on your specific organizational details captured above, Marcus recommends the following areas for evaluation (in roughly decreasing priority). If you need any further clarification or details on the specific frameworks and concepts described below, please contact us: support@flevy.com.

Strategic Planning

Strategic Planning for a mid-size national financial services provider serving military families necessitates a comprehensive approach that aligns corporate-level strategies with business unit and functional strategies to drive growth. Given the organization's flat growth over the last five years and its low maturity level in Strategy Development, it is critical to establish a clear, actionable strategic plan that resonates at all levels.

The process should begin with a thorough analysis of the market, including understanding the unique needs and behaviors of the military families they serve. Incorporating insights from this analysis, the Corporate Strategy should define clear Objectives and Key Results (OKRs) that are ambitious yet achievable. From there, translating these OKRs into specific, tailored strategies for each business and functional unit is essential. This alignment ensures that all parts of the organization are working cohesively towards the same goals, optimizing resource allocation and maximizing the impact of strategic initiatives. Regular review and adjustment of these strategies, based on performance metrics and market feedback, will also be crucial to adapt to changing conditions and ensure continued relevance and effectiveness of the strategic plan.

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Change Management

Implementing new strategies in a mid-size national financial services company, especially one that has experienced flat growth and is undergoing its first major strategic planning initiative, will require a robust Change Management approach. Change management is crucial in ensuring the successful adoption and execution of new corporate and lower-level strategies.

It involves preparing, supporting, and helping individuals, teams, and the organization in making Organizational Change. Given the company's low maturity level in strategy development, special attention should be paid to communicating the importance of the new strategy, how it will benefit the organization, and the role each employee plays in its implementation. Training programs should be developed to equip employees with the necessary skills and knowledge. Leadership must be actively involved, serving as role models for the change and providing the necessary support to their teams. Furthermore, establishing Feedback mechanisms to understand employee concerns and adapt the change process accordingly will be crucial for maintaining morale and engagement throughout the transformation.

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Leadership

Leadership plays a pivotal role in the successful implementation of new strategies within a financial services organization. Leaders at all levels must be fully aligned with the corporate strategy and understand how to translate it into actionable plans for their respective areas.

This requires not only a clear communication of the strategy and its objectives but also a demonstration of strong leadership qualities such as vision, communication, integrity, and the ability to motivate and inspire. Leaders should be equipped with the tools and training necessary to manage their teams effectively through the change process. This includes understanding how to set clear goals, provide regular feedback, and develop their team members' skills. Furthermore, leaders should foster a culture of Innovation and Continuous Improvement, encouraging their teams to seek out opportunities for growth and efficiency within the context of the strategic plan. By exemplifying these qualities and behaviors, leaders can drive engagement, performance, and alignment throughout the organization.

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Organizational Alignment

Organizational Alignment is critical for a mid-size national financial services provider embarking on its first comprehensive strategic planning effort. Achieving alignment between the corporate-level strategy and the strategies of business and functional units ensures that all parts of the organization are working towards the same goals.

This requires a systematic approach to defining and communicating the organization's vision, goals, and OKRs from the top down. Each business and functional unit should understand how their objectives fit within the broader organizational strategy and what specific actions they need to take to contribute to its success. Regular cross-functional meetings can facilitate communication and coordination among units, helping to identify and resolve any misalignments or conflicts. Additionally, Performance Management systems should be aligned with strategic objectives, ensuring that individual and team performance is measured and rewarded in a way that supports the overall strategy. This process of alignment enables the organization to operate more cohesively, improves efficiency, and increases the likelihood of achieving strategic goals.

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Business Development

In the context of a mid-size national financial services provider looking to implement a Growth Strategy, Business Development plays a crucial role. Business development encompasses a wide range of activities that include expanding product offerings, entering new markets, and forming strategic partnerships, all aimed at driving business growth and increasing market share.

For a company serving military families, this could involve developing new financial products specifically tailored to the unique needs of this demographic, such as loans with more favorable terms or financial planning services aimed at military life's unique challenges. Additionally, exploring partnerships with military organizations or leveraging technology to reach customers in underserved locations could open new avenues for growth. Business development should be closely aligned with the company's strategic goals, ensuring that all initiatives contribute directly to the overarching objectives outlined in the corporate strategy. This requires a disciplined approach to evaluating opportunities, focusing resources on the most promising initiatives, and continuously measuring performance to ensure alignment with strategic goals.

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Supply Chain Resilience

Supply Chain Resilience is not directly applicable to the financial services sector as it traditionally pertains to industries reliant on physical supply chains. However, the underlying concept can be adapted to the context of a financial services provider by focusing on the resilience of service delivery and information flow.

For a company serving military families, ensuring consistent, reliable access to financial services, even in challenging circumstances, is essential. This could involve investing in robust IT infrastructure to prevent downtime, developing contingency plans to address potential service Disruptions, and ensuring that customer data is securely managed and protected against cyber threats. Building resilience in these areas helps to maintain trust and confidence among the company's clientele, which is particularly important for a financial services provider catering to the unique needs of military families.

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