Top Traits of Successful Companies

Over the past several years, I have been fortunate to engage with hundreds of senior-level sales and marketing executives at a variety of small, mid and large organizations in the Columbus market.  I am always impressed by the diversity and depth of talent and backgrounds, this mid-sized city attracts and retains.

I could write down pages of observations I've seen (and heard) but thought it would be most useful (and time friendly) to provide the top three I've noticed the more successful companies carry out:

• Everything is measured (or measurable). This is an obvious one...but not so common...and easy to glaze over. Whether using CRM, automated marketing tools, whiteboards or spreadsheets - the more more successful teams could pinpoint where they are today, the gaps and next steps to progress towards the desired end result. The more automated these data points were collected and analyzed, the faster sales and marketing could react and plan for opportunities being seen - firmly outpacing their competitors.
• Communication is open and frequent. This does not mean holding meetings every day and then following it up with a recap (or "parking lot") meeting. Instead, it's about leveraging online (Email, Skype, Yammer, etc.) and offline ("community" whiteboards, 15-minute stand up meetings, monthly 30-minute staff breakfast meetings) tools to maintain status updates, discuss challenges and present new ideas. Individuals were able to to "team-solve" many of the challenges being seen in the market place. 
• Creativity comes from all levels of the organization. Oftentimes, organizations rely upon the front-line staff (sales, customer service, marketing) to deliver the latest trends or feedback and form new ideas. But those "behind the scenes" oftentimes presented a great amount of valuable ideas because they could stand back, observe and deliver fresh perspectives. The best intersection occurred when front-line staff engaged and discussed their ideas and suggestions with team members that were indirectly involved. A whole new perspective was gained and leveraged.

There are many other trends (specific to a particular role) and common mistakes that were not included. For example, the most successful sales professionals always sharpened their "tool" set by reading a minimum of one new sales book each quarter, engaging in monthly LinkedIn group discussions and meeting with peers to discuss challenges/new ideas.

What have been your observations specific to company or role success?