1. Optimized
for Growth
Mary Adams, I-Capital Advisors
Winchester, MA, USA
ICICKM 2010 – Hong Kong

2. Background
• Sales organization looking to grow but
needed a “formula”
• Project had two phases:
– Top down view of IC as strategic resources
– Bottom up view of IC as dynamic system
• Keys to success: visualization to cut
through complexity
• IC concepts used in simple but powerful
form
Not planned as
an “IC” project

3. Phase I: How do we grow?
Looked at IC from top down

4. How do we get paid?
Human Capital
Relationship
Capital
Structural
Capital

6. Phase I
• High level view of key human and
relationship capital elements:
Made it clear that the group was understaffed
• High level inventory of IC:
Led to restructuring of sales staff to do
different jobs (project mgmt and referral mktg)
Helped company understand the power of
structural capital to help scale and optimize
(became Phase II)

7. Phase II:
How to optimize growth?
Looked at IC from bottom up

8. Motivating
Referral
Developing
Program
Relationships
Developing HCO
Relationships
Closing
Sale

9. Basic Mapping Technique
Role
Role
Intangible
exchange
Tangible
exchange
Tangible
exchange
Intangible
exchange

10. Value Network Map: Closing Sales

11. Phase II – Four value maps
• Improved sales closing process
• Arm salespeople with competitive info
• Created business cases for selling to
programs, HCO’s and referral marketing
• Constructed an internal knowledge-
sharing platform for sales group
• Longer term: looked to rationalize
channels to markets
• Expected time/productivity savings: 1-2
days/month

12. Lessons learned
• IC not a separate field of study
• IC is about bottom-up info and
solutions
• Visualization cuts through complexity
• IC is critical to growth and innovation

13. Resources
Download slides SlideShare.com/MaryAdamsICA
Book IntangibleCapitalBook.com
Blogs SmarterCompaniesBlog.com
Community ICKnowledgeCenter.com
Mary Adams 781-729-9650
adams@i-capitaladvisors.com