Why chaotic Business Process Management (BPM) strategies drive ad agency efficiency.

Ever wondered how on average 700,000 people get in and out of Grand Central Station every day?

If you look from the balcony and study the floor, one thing becomes apparent, it looks like total “chaos”, with people moving everywhere, some wandering around, some stopped, some colliding, but at the end of the day, everyone appears to get to their final destination as the station winds down for the night.

Why does this matter?, simple, you are seeing “chaotic BPM” in action, you see everyone believes that BPM must be a strict process, using gates, go’s, no go’s, dependencies, workflow paths etc etc , no it’s not, it’s about organizations managing the important macro events (containers), while the micro-events (the chaos) sort themselves out, doing this you get agile “BPM”.

The fact is, in Grand Central station being so chaotic, it helps it work. If you “restricted” (managed) the free flow of people across the main court area and replaced these with long lines, you would have chaos (logjam)!

So you can see here at Grand Central Station it is the chaos of the business process that makes Grand Central Station work.

Ad agencies are like Grand Central Station, agency people don’t like process, try getting creative teams to fill in time sheets or an account manager to accurately count the number of creative revisions against the plan are, manage changing project and resource plans. Generally they are terrible, because the users see these requirements as being rigid, non-productive and just plain boring.

So to make BPM effective in the agency use “chaotic BPM” models, breakdown each of your business process target areas, like creative, new business, production, account management and start looking at the inputs, desired outputs, dependencies and actions for each. Once you have these designed, you are building the rules around the container (as mentioned above), however, we are leaving the internals BPM with no distinct flows.

Why?, because Social Enterprise applications, will now interact with the events inside the container and the chaos will be resolved around and between the interaction of people, skills, talents, location and capability. So instead of using the complex visualization of events from BPM solutions, let these events trigger into your enterprise social network. In this way the user interaction and experience is more relaxed, naturally chaotic (because social networks are by there nature), but fundamentally conforming to a defined business process.

So, stop throwing in complex BPM workflows, you are wasting your time, think carefully about the expense of BPM, until you consider the capabilities of socializing your ERP/HR/CRM systems. This is a much more cost effective way of managing your business.

The result for your agency, will be much more effective and efficient processes, issues will get resolved through faster conversation threads, ultimately reducing administration, knowledge banks will be constructed, now within and across your business and finally for the brave, you can extend your BPM rules into your client, automating many of the client based tasks that slow down the agencies processes constantly.

So drive chaotic BPM, socialize your platform through social networks, then spread the connections into your clients. You will see immediate benefits to the cost overhead of your account FTE’s and the leveraging of pro-active behaviors that generate increased account satisfaction and ultimately revenues and profits.

6 thoughts on “Why chaotic Business Process Management (BPM) strategies drive ad agency efficiency.

  1. So right, David. The idea is to implement solutions that embrace the organic nature of employees and teams…and to foster best behaviors by deploying systems that align individual and company needs… as opposed to mandating specific behaviors.

    (Excuse the self-promotion, but…)
    As for “getting creative teams to fill-in timesheets”, that problem has been solved. CreativeWorx has developed an innovative solution that automates the capture of how people spend their time. Imagine automated, flexible timesheets that capture more billable activities, reduce costs, and streamline operations for everyone! Visit http://www.creativeworx.com to signup for a free trial.

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