Benchmarking: Are We Winning the Race or Just Keeping Pace?

Marathon runners say, “Plan the race, and race the plan.” You need to know what your objectives are and what obstacles you must overcome to develop the right plan of attack. How have others tackled the course? How many hills are there? How fast are your competitors? Is your goal to win, to set a new record or merely to cross the finish line with a personal best time? Only when you answer these questions and more can you determine how to set your speed and decide which runners to pass or pace yourself against.

It all comes down to objectives and obstacles – knowing what they are and how to achieve the first while avoiding the latter. The same applies to the race we are in every day – the one where we seek to meet our company’s objectives, while the obstacles are too many to mention. Just like the runner, we have to stay on track, but for us the boundaries of the course are compliance requirements and standards of conduct that are not always clear. In this race, it is increasingly difficult to judge our own performance or determine where we stand in the field of competition.

There is a lot of talk about the importance of benchmarking – comparing our performance to that of others or against established standards. Critics complain that benchmarking is often poorly done – comparing data that is calculated only because it is easy to collect and not because it measures anything meaningful, or using data that is not truly comparable.

These criticisms are valid. How should we define what to measure and benchmark? How do we know that terms in a benchmarking survey mean the same thing to different respondents? Results have little value if the metrics do not help us evaluate and improve our actions. This happens if survey respondents interpret questions differently or do not organize their information in ways that allow for true comparison.

These problems can be largely avoided, reducing the cost and enhancing the value of benchmarking, when participants use a business process framework that establishes a common vocabulary and standards of performance. Benchmarking can be very valuable when everyone is interpreting the questions the same way and answering with information that is maintained in the same format and language.

Just like the runner, we need to evaluate our own performance and be aware of how our competitors and peers are doing if we want to achieve our goals. Not every company strives for record-setting results every time out of the box. Sometimes our objective is as simple as improving slightly over last year’s performance. In either case, keeping our eye on the field and being able to evaluate what is going on around us is essential to success.