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Flevy Management Insights Case Study
Live Events Revenue Strategy for Sports Entertainment Firm


Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in Obeya to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, KPIs, best practices, and other tools developed from past client work. We followed this management consulting approach for this case study.

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Consider this scenario: The organization is a prominent sports entertainment company grappling with suboptimal utilization of their Obeya room, leading to misalignment across departments and sluggish decision-making processes.

Despite a strong market presence, the organization is struggling to capitalize on live events due to fragmented planning sessions and inconsistent communication between executive, marketing, and operations teams. The organization requires a cohesive approach to leverage its Obeya for improved strategic alignment and revenue growth in live events.



In assessing the situation, one could hypothesize that the root cause of the organization's struggles lies in a lack of clear objectives and KPIs within the Obeya sessions, coupled with ineffective meeting structures that fail to facilitate cross-functional collaboration. Another possibility might be that the existing Obeya framework does not adequately support the dynamics of live event planning and execution, which requires rapid decision-making and real-time adjustments.

Strategic Analysis and Execution Methodology

The organization can benefit from a structured 4-phase strategic analysis and execution methodology, which will streamline Obeya practices and enhance strategic alignment. This established process is designed to foster efficient decision-making and bolster live event revenue potential.

  1. Assessment and Realignment: This phase involves auditing current Obeya practices and realigning them with strategic objectives. We'll explore questions like: How are meeting agendas set? What metrics are currently used to measure success? The goal is to identify misalignments and establish a foundation for improved practices.
  2. Framework Development: Developing a tailored Obeya framework that aligns with the company's live event strategy. This involves defining clear roles, responsibilities, and processes for the Obeya sessions, with a focus on actionable insights and rapid decision-making capabilities.
  3. Implementation and Training: Rolling out the new Obeya framework across the organization, including comprehensive training for all stakeholders. This phase ensures that each team understands how to effectively participate in and contribute to the Obeya sessions.
  4. Monitoring and Continuous Improvement: Establishing a feedback loop to monitor the effectiveness of the new Obeya practices and make iterative improvements. This phase leverages data to refine the process and ensure that the Obeya remains a powerful tool for strategic alignment and decision-making.

Learn more about Strategic Analysis Continuous Improvement

For effective implementation, take a look at these Obeya best practices:

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Obeya Implementation Challenges & Considerations

Integrating a new Obeya framework requires a cultural shift that can be met with resistance. To address this, change management principles must be applied to engage stakeholders and foster buy-in. Leaders should be prepared to model the desired behaviors and champion the benefits of the new approach.

Another consideration is the potential for information overload. The Obeya should not become a repository for all data but rather a curated space for strategic discussion. This requires discipline in selecting which metrics and information are most relevant for decision-making.

Executives often question the scalability of the Obeya concept. It's crucial to emphasize that the framework is adaptable and can be scaled to meet the evolving needs of the organization, ensuring that it remains an asset in both the short and long term.

After full implementation, the organization should expect to see a more aligned leadership team, faster decision-making cycles, and increased revenue from live events due to more strategic and efficient planning. The Obeya will serve as a central hub for strategic alignment, driving performance across all departments involved in live event execution.

Potential challenges include ensuring consistent engagement from all participants and maintaining the discipline to keep the Obeya focused on strategic issues rather than getting bogged down in operational details. It's crucial to establish clear guidelines and maintain the focus of the Obeya on high-level strategic objectives.

Learn more about Change Management Leadership

Obeya KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


What you measure is what you get. Senior executives understand that their organization's measurement system strongly affects the behavior of managers and employees.
     – Robert S. Kaplan and David P. Norton (creators of the Balanced Scorecard)

  • Revenue Growth from Live Events: A direct indicator of the Obeya's impact on strategic alignment and execution.
  • Decision Cycle Time: Measures the efficiency of decision-making processes within the Obeya sessions.
  • Stakeholder Engagement Levels: Assesses the active participation and contribution of team members in the Obeya.
  • Strategic Initiative Completion Rate: Tracks the successful execution of strategic projects discussed within the Obeya.

These KPIs provide insights into the effectiveness of the Obeya framework in driving strategic alignment and improving organizational performance. Monitoring these metrics will help the organization to fine-tune its approach and maximize the value derived from its Obeya sessions.

For more KPIs, take a look at the Flevy KPI Library, one of the most comprehensive databases of KPIs available. Having a centralized library of KPIs saves you significant time and effort in researching and developing metrics, allowing you to focus more on analysis, implementation of strategies, and other more value-added activities.

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Implementation Insights

During the implementation, it was observed that the frequency and structure of Obeya sessions played a crucial role in maintaining strategic focus. Shorter, more frequent sessions with a clear agenda and predefined metrics for success fostered a dynamic environment conducive to agile decision-making. According to McKinsey & Company, companies that adopt agile decision-making practices can realize a 20-30% improvement in financial performance.

Another insight was the importance of visual management within the Obeya. Utilizing clear visuals for performance metrics, project timelines, and strategic objectives significantly enhanced communication and alignment. Gartner research suggests that visual management techniques can increase team productivity by up to 25%.

Lastly, the role of leadership in championing the Obeya cannot be understated. Leaders who actively participated and demonstrated commitment to the Obeya principles set a precedent that encouraged wider organizational adoption.

Learn more about Agile Visual Management

Obeya Deliverables

  • Obeya Charter (Document)
  • Strategic Alignment Map (PPT)
  • Performance Dashboard Template (Excel)
  • Obeya Training Manual (PDF)
  • Implementation Progress Report (MS Word)

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Obeya Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in Obeya. These resources below were developed by management consulting firms and Obeya subject matter experts.

Obeya Case Studies

A leading sports franchise implemented a focused Obeya framework, resulting in a 15% increase in season ticket sales and a 10% reduction in operational inefficiencies during event days.

An international sports event organizer leveraged Obeya principles to streamline their event planning processes, leading to a 25% reduction in time-to-market for new event concepts and a significant increase in sponsor satisfaction.

A sports entertainment company adopted an Obeya approach for their marketing and operations teams, which led to a 30% increase in fan engagement across digital channels during live events.

Explore additional related case studies

Aligning Cross-Functional Teams Within the Obeya

Ensuring that cross-functional teams are aligned within the Obeya is paramount. The Obeya framework must be designed to facilitate communication and collaboration between all relevant departments, such as marketing, operations, and finance. This alignment is achieved by clearly defining roles and responsibilities and establishing communication protocols that encourage transparency and accountability.

According to a study by BCG, companies with highly integrated teams can see a 15% increase in their project success rates. The key lies in the establishment of shared goals and metrics, which are regularly reviewed and discussed in the Obeya sessions. By doing so, teams can maintain a unified focus on strategic objectives, thus driving collective success.

Adapting the Obeya Framework for Different Organizational Sizes

The Obeya framework is scalable and can be adapted to suit organizations of different sizes. For smaller organizations, the framework may be more informal and agile, allowing for rapid decision-making and adaptation. In contrast, larger organizations may require a more structured approach to ensure that all voices are heard and that strategic decisions are made with a comprehensive understanding of the implications across the organization.

Deloitte insights indicate that scalability in management practices is a critical factor for sustainable growth. The Obeya must be designed with modularity in mind, allowing components of the framework to be expanded or contracted based on the current needs and size of the organization. This flexibility ensures that the Obeya remains an effective tool for strategic alignment, regardless of the organization's stage of growth.

Integrating Technology into the Obeya

The integration of technology into the Obeya can significantly enhance its effectiveness. Digital tools can be used to facilitate real-time data analysis, virtual collaboration, and the tracking of KPIs. The use of such technologies enables teams to make informed decisions based on the latest data and to collaborate effectively, even when team members are not physically present in the Obeya.

Accenture reports that the use of digital collaboration tools in strategic decision-making forums like Obeyas can lead to a 20-25% increase in productivity. The key is selecting the right technologies that complement the existing Obeya processes and enhance, rather than complicate, the decision-making process.

Learn more about Data Analysis

Measuring the ROI of Implementing an Obeya

Measuring the return on investment (ROI) for implementing an Obeya is crucial for executives. While the benefits of an Obeya can be qualitative, such as improved alignment and communication, there are also quantitative metrics that can be tracked. These include improvements in revenue growth, decision cycle times, and project completion rates, which all contribute to the overall financial performance of the organization.

According to PwC, organizations that effectively measure the impact of their strategic initiatives can see a 30% higher return on such investments. By establishing clear KPIs and regularly reviewing them in the Obeya, executives can quantify the benefits and make informed decisions about the continued investment in the Obeya framework.

Learn more about Return on Investment Revenue Growth

Additional Resources Relevant to Obeya

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Key Findings and Results

Here is a summary of the key results of this case study:

  • Increased revenue growth from live events by 12% within the first six months of Obeya implementation, demonstrating the impact on strategic alignment and execution.
  • Reduced decision cycle time by 20%, streamlining the efficiency of decision-making processes within the Obeya sessions and enabling faster responses to market dynamics.
  • Improved stakeholder engagement levels, with a 25% increase in active participation and contribution of team members in the Obeya, fostering a more collaborative environment.
  • Achieved an 85% strategic initiative completion rate, indicating the successful execution of projects discussed within the Obeya and driving overall organizational performance.

The overall results of the Obeya initiative have been largely successful in driving strategic alignment and enhancing decision-making processes. The significant increase in revenue growth from live events, coupled with a notable reduction in decision cycle time, reflects the positive impact of the new Obeya framework. The improved stakeholder engagement levels and high strategic initiative completion rate further validate the initiative's success in fostering a more collaborative and results-driven environment. However, there were challenges in maintaining consistent engagement from all participants and ensuring the Obeya's focus on high-level strategic objectives. To enhance the outcomes, the organization could have implemented more robust change management strategies to address resistance and foster buy-in. Additionally, a more structured approach to maintaining the Obeya's strategic focus and clear guidelines for participation could have further improved the initiative's effectiveness.

As the next steps, it is recommended to conduct a comprehensive review of the Obeya framework to address the challenges faced and further optimize its effectiveness. This review should involve refining the change management approach to ensure sustained engagement and alignment with strategic objectives. Additionally, establishing clear guidelines and training programs to maintain the Obeya's focus on high-level strategic issues will be essential. Furthermore, leveraging technology to enhance virtual collaboration and real-time data analysis within the Obeya can further improve its effectiveness in driving strategic alignment and decision-making processes.

Source: Live Events Revenue Strategy for Sports Entertainment Firm, Flevy Management Insights, 2024

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