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// PUBLIC GAMING INTERNATIONAL // January/February 2016
The essence of Strategic Alignment involves the direction and
coordination of an organization’s resources so that all stakehold-
ers remain focused on the overall strategy and business goals. By
directing and dynamically adjusting the efforts of all participants
in order to concentrate their efforts on the factors that are most
critical to a desired result, organizations can achieve measurable
improvements in both efficiency and profitability.
Leading global companies, championship athletic teams, and
elite military units all rely on Strategic Alignment as a corner-
stone of their success. From historic engineering accomplish-
ments to game-changing product launches, near-perfect align-
ment of all the participants involved in a process, and the
continuous adjustment of assignments within that framework
has proven to be critical to a successful outcome. Whether the
goal is the worldwide release of a blockbuster film or the explo-
ration of space, strategic alignment is a fundamental ingredient
of success.
Strategic Alignment within Lottery Retail Operations
The principals of Strategic Alignment within the lottery in-
dustry go well beyond simply establishing and managing goals
through periodic planning sessions and strategy discussions.
Strategic Alignment entails an active and ongoing process of or-
ganizing and re-focusing an enterprise’s resources to harmonize
with its overall strategy, based on current conditions. Executed
correctly, Strategic Alignment helps innovative operators achieve
market-leading results through improved retail performance, in-
creased efficiency, and the cultivation of new revenue sources, all
while boosting customer satisfaction and lowering costs.
A modern lottery enterprise involves the activities of multiple
parties whose efforts, conducted in parallel, all contribute to
achieving the desired result. While interactions between the lot-
tery sales rep (LSR) and the retailer are essential to a successful
operation, many other relationships exist between key stakehold-
ers that require proper alignment to be most effective. The evolv-
ing relationships between the retailer and their corporate offices,
the corporate offices and the lottery’s key account representative,
the LSR and the key account rep, the LSR and the lottery’s Tel-
Sell rep and many other intertwining interactions all contribute
to the bottom line if they are well aligned. The alignment of
focus and efforts on the part of each stakeholder is key to a suc-
cessful outcome, and Strategic Alignment guides that effort. By
ensuring that all staff members and retailers operate within this
alignment framework, and by adjusting operational responsibili-
ties and assignments dynamically as new information is gained
STRATEGIC ALIGNMENT FOR
RETAIL OPERATIONS
ACCELERATING REVENUES AND PROFITS