University Business - September 2006 - (Page 27)

MARKETING Moving a Team Forward Part four in a four-part series on strategies for building a highly effective senior team. By Robert A. Sevier ministrative assistants of team members Note: This column revisits a series that we must understand how important it is began last year on effective team build- to cooperate with their peers across the ing. The prior installments, which ran institution. These professionals often as- in November 2005, January 2006, and sume the cloak of their bosses and can, March 2006, are available online at www occasionally, act imperially. All of us .universitybusiness.com see Back Issues . have seen administrative assistants who U intentionally or unintentionally derail NDERSTANDING THE ES or delay projects that have been decided s e n t i a l qualities of effective upon at the highest echelons of the in- teams is not only useful in stitution. Effective senior teams will not forming a team, but also in moving the Measuring progress is a tolerate this behavior. team forward in an effective manner. The means through which Third, to manage the middle, identify following actions are recommended: middle managers who might someday you can show results to be members of the senior team or even HOLD EACH OTHER a sometimes-doubting the team leader. You must be their rabbi, ACCOUNTABLE campus community. someone who helps advance their career E f f e c t i v e teams don't have slackers. by giving them special opportunities and While not everyone may have the same resources. One of the most accomplished effective team. ability, they should have the same level VPs for advancement in the country Sometimes the person who is not of commitment. started 27 years ago at that institution as performing is simply not committed to Over time, however, it may become a secretary. Talent is all around. Take the the goal or activity that the team agreed apparent that one team member or time to grow it. to. If this is the case, the person must be more is not applying himself or herself. removed from the team. What happens next will indicate whether MEASURE PROGRESS or not you have a truly effective team. Effective senior teams, like their sports MANAGE THE MIDDLE If you ignore the underperforming counterparts, keep score. They know Effective senior teams understand how member, your team is not effective. If the that measuring progress is essential to important it is to manage the midranks of leader steps forward and deals with the their success for a number of reasons. administrators and staff. To do so, three underperforming team member, you are First, it increases accountability. Second, things must happen. First, as noted ear- not effective. it evidences a commitment to steward- lier, the senior team must make sure that But if the other team members step ship. Third, it is a means through which the middle managers in their departments up and begin to diagnose the problem, you can show results to a sometimes- and divisions work cooperatively, share then your team is likely effective. If the resources, and support the middle man- lagging team member is overwhelmed, Robert Sevier a senior VP at Stamats Communi- agers in other divisions. This will require others might lend resources or retask. Or cations, is the author of Building a Brand That constant oversight and intervention to they might suggest that this member be Matters: Helping Colleges and Universities help undo years of silo-based behaviors. given a lighter load while they deal with Capitalize on the Four Essential Elements of Se c o n d , the senior team members a particular issue or challenge. This peer- a Block-Buster Brand, available from www must manage their gatekeepers. The ad- to-peer intervention is the sign of a truly .strateg ypublishing.com. www.universitybusiness.com September 2006 | 27 Mrktg906.indd 27 8/21/06 3:55:43 PM http://www.universitybusiness.com http://www.universitybusiness.com http://www.strategypublishing.com http://www.strategypublishing.com http://www.universitybusiness.com

Table of Contents for the Digital Edition of University Business - September 2006

Contents
College Index
Company Index
Advisory Board
Editor's Note
Behind the News
Viewpoint
Marketing
Human Resources
Money Matters
Community Colleges
Summer Conference Report
Learning After Loss
Not Your Typical Textbook Advice
A Greener Attitude
Mobile Technology: One For All
Lessons in Landlording
Business Technology
What's New
Calendar of Events
Direct Connect
End Note

University Business - September 2006