Results – Stage 3

  1. Is your Hispanic initiative driven almost exclusively by marketing?
    your answer:

  2. Is it managed by a different and separate group or team such as the multicultural team?
    your answer:

  3. Is there little awareness and understanding of the Hispanic initiative across the company?
    your answer:

  4. Is there little connection between the Hispanic initiative and the company’s core go to market focus and strategy?
    your answer:

  5. Is the initiative often assigned to junior executives?
    your answer:

  6. Is your initiative mainly driven by an external agency?
    your answer:

  7. Do most dismiss it as an inconsequential below the line expense?
    your answer:

  8. Are budgets set and cut arbitrarily?
    your answer:

You answered "Yes" 0 times.

If you’re in Stage 3, seriously question how you got here. Was the Stage 1 and Stage 2 Assessments sufficiently thorough and did the appropriate stakeholders participate? Or, did the company start marketing without first establishing an understanding of how the company needed to optimize and coordinate strategically, operationally and organizationally? The first place to look is internally to identify the inconsistencies between your company’s current strategic focus, operations and organizational structure.

If you find yourself in Stage 3, and you answer "YES" to 3 or more of the following questions, you are smart for exploring ways to adjust your Hispanic initiative.

Many of the challenges managers face once they have started targeting US Hispanics tend to result from a lack of alignment with the big picture, a lack of readiness to deliver, and objectives and metrics that have little bearing on the company’s overall direction and strategic focus.