「釋義」

研究人員將關(guān)鍵行為指標(biāo)定義為可以識(shí)別并用于確定某些特征的行為。員工的性格，例如動(dòng)機(jī)、滿(mǎn)意度、承諾和忠誠(chéng)度，一直是管理人員關(guān)注的關(guān)鍵領(lǐng)域，并且今天仍然如此。

「應(yīng)用場(chǎng)景」

首先，高效的CMO會(huì)建立一套清晰的營(yíng)銷(xiāo)原則和方法——即完成該職能部門(mén)工作的藍(lán)圖。這包括開(kāi)發(fā)共同語(yǔ)言和框架，弄清關(guān)鍵業(yè)績(jī)指標(biāo)的關(guān)聯(lián)方式，并制定通用的會(huì)計(jì)標(biāo)準(zhǔn)和靈活的決策過(guò)程。

First, effective CMOs establish a clear set of marketing principles and methods—a blueprint for getting the function’s work done. It includes developing shared language and frameworks, understanding how relevant key performance indicators are connected, and creating common accounting standards and flexible decision processes.

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第二，他們會(huì)培育重視客戶(hù)需求及專(zhuān)業(yè)領(lǐng)域間更流暢互動(dòng)的機(jī)構(gòu)文化。一個(gè)用于此目的的工具是“關(guān)鍵行為指標(biāo)”（KBIs），比如，人際信任和透明度水平，這些指標(biāo)在業(yè)績(jī)?cè)u(píng)估中被賦予了與關(guān)鍵業(yè)績(jī)指標(biāo)（KPIs）同等的地位。一位CMO告訴我們，這是因?yàn)楫?dāng)KBIs的表現(xiàn)下降時(shí)，調(diào)整與協(xié)調(diào)的時(shí)間就會(huì)增加，從而降低了進(jìn)入市場(chǎng)的速度。

Second, they foster an organizational culture that focuses on customer needs and more-fluid interactions between areas of expertise. One tool we saw put to that purpose was “key behavioral indicators” (KBIs), such as levels of interpersonal?trust and transparency, which were accorded the same status as KPIs in performance evaluations. That’s because when performance on KBIs falls, one CMO told us, the time needed for alignment and coordination increases, reducing speed to market.

以上文字選自《哈佛商業(yè)評(píng)論》中文版2020年12月刊《面向未來(lái)的營(yíng)銷(xiāo)機(jī)構(gòu)》

奧馬爾·羅德里格斯維拉（Omar Rodríguez-Vilá）孫達(dá)爾·巴拉德瓦杰（Sundar Bharadwaj）尼爾·摩根（Neil A. Morgan）舒布·米特拉（Shubu Mitra）丨文

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