Operating model design: sounds fancy, right? People often get caught up in process flows, org charts, and the nitty gritty. But are we missing the forest for the trees? I’m talking about something seemingly small but packing a surprisingly big punch: role titles. Think they’re just labels? Think again. In today’s brutal ROI environment, your role titles either drive your success or quietly kill it.
McKinsey highlights that improved communication and collaboration through social technologies could boost the productivity of interaction workers by 20-25%*
The critical point often missed is that technology alone isn’t the magic bullet. To realise those communication benefits and make that productivity jump, your organisation must make it easy to connect with the right people – the ones who can actually solve problems and drive value. And that’s where clear role titles become indispensable. Without them, even the best social technologies amplify the noise and confusion, increasing the speed and scale of non-productive and distracting communication.
Let’s be blunt. Even simple tasks can get derailed when you can’t figure out who to talk to in other parts of the company. Things get stuck, and time is wasted on basic stuff. Part of the problem? Fuzzy role titles. It’s not just about who’s in charge of projects; it’s about knowing who’s responsible and contactable across all parts of the company, even for everyday needs. The bottom line? Role titles matter if you want to get things done effectively across your organisation. Here’s why:
1. Titles Set the Tone: It’s All About Value (and ROI)
“What’s in a name?” Shakespeare might have been onto something but in business? Everything. Your role titles scream what you value as an organisation and, just as importantly, what you bring to the table. Forget fluffy language. We need titles that communicate value, impact, and ROI contribution, plain and simple.
- Value = ROI. Titles Need to Show It: Remember “Scrum Master”? Nice for driving process, but today, the needs are broader and expectations higher! Try “Delivery Lead,’ or even “Delivery Coach” – titles that shout, “I deliver value!” If you want a different flavour, try “Delivery Coach” or “Value Coach”. It’s about outcomes, not just ceremonies. It’s about ROI, not just running meetings. Your titles should be value declarations. The HBR article, “How to Ask for the Job Title You Deserve,” says your title is your value pitch. Your role title tells your colleagues how you add value and why they should work with you.
- Scope, Authority, Impact – Titles Define Your Turf: “Delivery Lead” isn’t just a fancy Scrum Master. It says, “I own value delivery.” Clarity = empowerment. You know your impact and focus on what matters: driving ROI. No more guessing games about who’s responsible for what. Titles don’t replace RACI; they amplify it. They make responsibilities stick and impact resonate, day in and day out. Titles should define your impact zone.
- Perception is Reality. Titles Drive Performance: Titles shape how individuals see themselves and prioritise their efforts. When it comes to titles, perception is reality, and as HBR points out, your title is “what you do.” A solid title provides an instant understanding of your expertise. “Data Scientist” specialising in predictive modelling? Boom. People get it. Need predictive modelling? They find you. Faster connections, faster projects, faster ROI. Titles aren’t just for show; they are about speed and efficiency, helping you “build rapport” and get down to business fast.
2. Same Titles, Same Page: Collaboration That Delivers Value
Unclear roles breed chaos, and chaos erodes ROI. Consistency in titles? That’s your secret weapon, especially when scaling up or transforming your organisation. Consistent role titles are like speaking the same language. Suddenly, collaboration isn’t a headache; it’s how you get things done and deliver value faster.
- Collaboration = Value Delivery. Consistent Titles = Collaboration: One team’s “Delivery Lead” needs to be the same as the “Delivery Lead” in another. No translation is needed. Cross-functional teams? Complex projects? Consistent titles are your glue, making collaboration work and driving value across the board.
- Cut the Confusion, Boost the Outcomes: Standardised titles kill ambiguity. Everyone knows what a “Delivery Lead” does. Less explanation of roles means more discussion of strategy and hitting those value targets. Straight to the point, straight to the outcomes.
- Find the Right People, Fast (Internal & External): Need someone who gets value delivery? Consistent titles are your search terms. Internally and externally, finding the right skills becomes way more manageable. Talent acquisition for ROI? Consistent titles are non-negotiable. Before you even think about a title change, do your homework. LinkedIn, Glassdoor – check industry norms. Speak the same title language or get left behind.
3. Talent Magnet: Titles That Attract (and Keep) Value-Obsessed People
Top talent isn’t just looking for a job but for impact. They want to drive value, and they want titles that reflect that ambition. Get your titles right, and you’ll attract the people who will move the ROI needle.
- Market Demands Value-Driven Titles. Give Them What They Want: Product Management, Agile Delivery – these people know their worth. They expect titles that match their skills and ambition. “Delivery Lead” attracts value-focused players. Attract the right talent and drive the right results.
- Career Paths That Show Value Growth: No career path? No talent retention. Clear title progression – Delivery Lead to Delivery Manager, Product Owner to Product Manager – shows growth, opportunity, and value progression. Ambitious people want to see how they can level up their value contribution. Show them the path and keep the top performers.
- Employer Brand = Value-Centric Culture: Value-driven titles build a value-driven employer brand. Signals you’re serious about ROI. Top talent wants to make a real difference, not just fill a seat. Titles that scream “value” attract people who deliver value. Dan Cable from London Business School gets it: titles are “symbolic representation of…value.” Margaret Neale of Stanford calls titles part of the “compensation package.” It’s not just about the money; it’s about the title that opens doors and builds careers.

Return On Investment is the Name of the Game
Economic pressure is real. ROI isn’t a buzzword; it’s survival. That’s why roles like “Delivery Lead” are front and centre. These aren’t just trendy titles but are essential for ensuring projects deliver business value. Remember the Scrum Master vs. Delivery Lead shift? Scrum Master = process. Delivery Lead = outcomes. ROI demands outcomes. Delivery Leads are measured by impact, not just activity. They track the value of retrospectives, not just that they happened. This title shift? It’s about a fundamental shift to tangible business value. Get the titles right and get the people who drive ROI.
To gain improved communication benefits from technology, your organisation needs to make connecting with the right people easier. Failure to do so increases the speed and scale of non-productive and distracting communication.
- Fuzzy titles cause communication breakdowns whilst wasting time, effort, and money.
- Clear titles create a transparent operating model with a clear path to ROI.
Are your role titles driving the ROI you desperately need? Probably not if you haven’t thought this through. Ready to stop sabotaging your success? Connect with me, Steve Walton, and let’s talk.





