VII Jornadas Balanced Scorecard

La semana pasada se celebraron las VII Jornadas Balanced Scorecard en el World Trade Center Zaragoza a las que tuve la ocasión de asistir. En ellas concurrieron empresarios de firmas tan conocidas como Grupo Pascual, Deloitte, Obinesa, Millenium, Sirasa y otros profesionales entre los que me gustaría destacar a Jose María Gasalla, Julio Cerviño y Michael de José por sus brillantes ponencias tanto en exposición como en contenido.

Para centraros un poco, el Balanced Scorecard o Cuadro de Mando Integral es una herramienta que nos permite concretar objetivos en la empresa en un mapa estratégico con la intención de transformar los intagibles en resultados tangibles abarcando 4 perspectivas: Financiera, Clientes, Procesos, Aprendizaje y Crecimiento. El BSC nos permite además valorar cómo lo estamos haciendo en la empresa y por tanto tomar las medidas pertinentes a través del análisis de unos indicadores o KPi’s, por ejemplo % de pedidos enviados a tiempo.

En relación a estos KPi’s, Michael de José, Director de Estrategia en Grupo Pascual, dijo un par de cositas muy interesantes:

• Utilizar solo KPIs suficientes y relevantes: no por más KPIs nuestra definición y control de objetivos será mejor, un gran volumen de KPIs puede resultar inoperativo.
• Utilizar aquellos que podamos calcular con facilidad: nuestros recursos no pueden verse limitados por el cálculo de los KPIs.
• Los KPIs deben poder obtenerse a tiempo: de nada me sirve un KPI sino puedo corregir a tiempo.
Otros asistentes como el Gerente de Millenium justificaron la correcta implantación de BSC como fuente información feaciente para fijar nuestros objetivos y centrar nuestra estrategia, casos de éxito gracias a BSC.

 

Jornadas Balance Scorecard en Zaragoza

Ya dejando los KPIs a un lado, Julio Cerviño habló sobre el valor de marca y su poder de atracción, el hecho de que los consumidores compran marcas en lugar de productos, comprar ColaCao no cacao soluble, así como la ventaja que esto supone en tiempos de crisis. Y como la etimología está de moda, apuntaron además que crisis significa cambio, oportunidades para crecer y adaptarnos al medio que generalmente no sabemos aprovechar por miedo. En esta línea Jose María Gasalla se centró en la Gestión por Confianza, característica que agiliza las relaciones haciendo a las empresas y por ende a los países más competitivos.

Tras la parte teórica llegó el ocio a las Jornadas, una cena de lujo en la última planta de la Torre Este WTC amenizada con la actuación de Xavier Deltell y en compañía de profesionales como Alfonso López, Miguel Hernández, Pilar Labrador, Nieves García Casarejos, Daniel Torres, Andoni Cedrún, Sara Dobarro, Sheila Herrero, …

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