Assessing the current function should also be as rigorous as it would be for other parts of your business. An assessment should tell you four kinds of information:
The nature of work performed by the function
How much it costs to perform the work
How important and effective the work is
The current function's capabilities; what they are good at and not good at
In the following pages, I'm going to introduce you to four analytical tools that could help you assess your communication function. Blended with the value-to-cost assessment discussed in Chapter 11, these tools, properly employed, could help you conduct a rigorous analysis that will produce useful decision-making data.
An activity analysis identifies what work ...