EPM Meets CSV
Ok, so what exactly is CSV? Creating Shared Value is the latest movement around value creation, focusing on long term success vs short term performance. Society is finally holding corporations responsible for their actions as they push for more and more transparency around company operations and actions. But don’t confuse CSV with charity, philanthropy or Corporate Social Responsibility. This movement is not tied to “marketing” and showing off all the great things your doing in your community. It goes way deeper and aligns with your corporate strategy while still driving profit.
Check out Michael Porter’s article in HBR and decide for yourself. What makes me happy is the biggest critic becomes the biggest proponent. And if you still can’t believe Mr. Porter is leading the charge check out The Future of Enterprise at the World Economic Forum in Davos this year.
How does CSV get implemented into a company? How does it drive profitability while being socially responsible? Isn’t that an oxymoron? No. Need a good example? There are a tonne. Nestle uses a cluster development approach with it’s farmers to enhance their crops and their yields. Take a look at PepsiCo’s Corporate Citizenship Report from 2009. Enough said.
If you don’t buy into CSV, and there are a lot of people who don’t, skip this blog. The biggest copout argument seems to be that until there are systems to actively monitor and measure CSV that it’s all just marketing. If you believe that, you’re missing the point. Take a look at PepsiCo, Nestle and slew of other corporations are actually ahead of the curve and others are just catching up. And these “CSV Thought Leaders”; they’re making a tonne of money by doing things right the first time!
So, how does EPM tie into CSV. Well, if you think about it EPM is the measurement of strategy through execution. And CSV is an extension of your existing strategy. Assuming the CSV programs you put in place within your company align with your strategy then those programs need to be brought into the fold and measured as well. You do this by extending the same management processes, business processes and EPM systems you already have in place.
That means setting goals, modeling impacts to the business by implementing these programs, coming up with operational and financial plans and being able to report on and analyze the performance of your program. All in the spirit of making the program better for the next period. Sound familiar? It should, it’s still EPM. If you really want to take the lead then extend your EPM processes to include transparency into these CSV programs you’ve established and the results they produce. It’s the only way you’ll be able to improve your own performance. Maybe your measured performance will help keep a lid on the nay-sayers and help encourage others like PepsiCo to showcase their socially responsible corporate actions. You could say it’s a choice for the new generation!