Change Management Office - Shaping your CMO Value Proposition

Are you about to set up an Enterprise Change Management Office (ECMO) in your organisation? Or perhaps you have been tasked with relaunching or continuing to build an existing one?

This is an important function to set up and role to fill!

Introducing or relaunching an Enterprise ECMO is a change initiative in itself. It brings a new or refreshed offering to the organisation, with an opportunity to clearly articulate your value.

The ECMO Value Proposition – Three Building Blocks

You can craft your value proposition with these three building blocks:

1.      The Value Canvas

2.      The Elevator Pitch

3.      The Service Model

1.      The ECMO Value Canvas

With so much to do, it’s often a challenge to know where to start.

At #changehacks we created a unique ECMO value canvas, inspired by the Business Model Canvas.

This tool has been created to help the practice lead have a meaningful conversation with the ECMO sponsor to get on the same page. It:

·       Helps manage expectations

·       Provides clarity and direction

·       Validates agreement with sponsor

·       Uncovers insights into sponsor support

And it informs your overall approach.

What does good look like?

You will have:

·       Agreement with your sponsor

·       Realistic timeframes for deliverables – so expectations are managed

·       Content that informs your elevator pitch, service model and metrics.

2.      The Elevator Pitch

Be ready to answer questions from people within and outside your organisation about what you do. Articulate the ECMO value proposition succinctly with an elevator pitch.

The purpose of the elevator pitch is to:

·       Provide clarity on value in a short and sharp message

·       Convey a professional image

·       Introduce a common language that communicates alignment

·       Communicates a consistent message

Start by thinking about what you would like to be known for.  Your elevator pitch should take no longer than 30 seconds to say – that’s around 60-80 words. While you’re at it, think about a short ‘tagline’ that can be added to your email signature and your PowerPoint templates and other visual communications.

What does good look like?

You will have a short message that is:

·       Visible

·       Understood

·       Easy to recall and retell

·       Something to promote curiosity about the ECMO

3.      The Service Model

Now, you have crafted your elevator pitch. You are clear about the value the ECMO brings to the business. Your service model will further describe this value with details on HOW your ECMO does this.

Create a service model infographic on a page to showcase your services to the business and how they align with the broader organisational strategy. This is often supported by a service catalogue which describes each of your services in greater detail and how to access them.

The purpose of the service model is to:

·       Promote awareness of your value and service

·       Demonstrate business alignment

It answers the question:

How can we help you?

What does good look like?

You will have a service model that is:

·       Supported by a more detailed service catalogue

·       Easy to understand and access

·       Committed to building change maturity and change capability

·       Relevant – the services offered are being used, there is participation and take up

Here’s a visual summary table of these three elements:

Once you have these three elements in place with agreement on your success metrics, create a visual dashboard so you can report on your achievements and progress in an engaging way.

You are ready to go forth and deliver your value!

If you are heading up a Change Management Office we have created a comprehensive toolkit to save you weeks of work for speed to delivery. We have even created a comprehensive guide for CMO metrics with an editable template for your dashboard. We cover this, with tools and templates to help you, and so much more.

You can check out our Change Management Office in a Box here or message me for more information:changehacks@lenaross.com.au