¿Por qué ganas lo que ganas? Parte 3 de 3.

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Rubén Barrera Millán.

La semana pasada analizábamos cómo era posible que los puestos de alta dirección sean puestos de baja especialización y alta capacidad de análisis del entorno y con ello crear una visión tan atractiva que no solo es útil para motivar y liderar a una empresa… sino al mercado de accionistas para hacer más atractiva la empresa.

En efecto, liderazgo no es ejercer una autoridad para que los subalternos realicen las actividades que se consideran importantes, es el transmitir una visión que convenza a los subalternos que es LA manera de llegar a un fin claro y específico.

Igualmente, la visión es más que una herramienta para un liderazgo exitoso, a un directivo también le ayuda a promover su empresa y “MOLDEAR” el futuro a la conveniencia de su visión. En estos casos, la visión es más que la capacidad de predecir un futuro, sino de poner los elementos para crearlo. Muy pocos líderes tienen esa capacidad, de crear un camino para un sector o industria, en casos disruptivos, dan el salto cuántico: logran crear una industria.

Todos los presidentes y directivos (no importa el sector o industria) son medidos en su desempeño básicamente por sus logros en estas 3 áreas:

1.- La relación de ventas contra costos.

Lo que coloquialmente conocemos como el margen de la operación. Esto indica si la empresa es saludable y está creando la suficiente riqueza para ser atractiva al mercado accionario, esto quiere decir que exista gente que quiera aportar dinero para mantener la operación de la empresa.

Esta medición nos habla acerca del éxito de la empresa en el pasado inmediato y su posición en el presente.

2.- Flujo de caja.

Es la cantidad de dinero que tiene la empresa para disponer de manera inmediata y salvar sus compromisos para pagos próximos.

Esto implica que la empresa está más allá de sobrevivir al día y que es capaz no solo de pagar las cuentas actuales sino de invertir en la innovación y optimización.

Es una medida del presente con visión al futuro.

3.-Participación de mercado.

Es la cantidad de los productos en el mercado en comparación con ofertas similares a los nuestros.

Que tantos de sus productos en la industria son producidos, vendidos y usados.

¿Cómo es su posición frente a otras empresas de la industria y ramo?

Esta medición nos indica el pasado y futuro de una empresa, pues nos ayuda a visualizar si es muy baja su participación de mercado, el jugador principal puede adquirirla; el crecer en ese entorno será muy costoso y los márgenes muy pequeños, por sus bajos volúmenes de compras y producción y para crecer puede requerir mucho dinero que quizás no pueda acceder, este escenario es muy endeble y vulnerable para una empresa.

Así con esta información, nos damos cuenta de lo mezquina de nuestra pregunta inicial ¿por qué gano lo que gano?, una pregunta que nos enriquece más es: ¿Mis acciones hacen que la empresa gane más?

Si tienes una buena respuesta, entonces, ganaras más atención y serás de más valor para tu empresa.

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