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    OE21TM Certified Management Analyst Program  
    OE21TM Organization Excellence for 21st Century - Our framework for Management Analyst OE Certification

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Organization and Workforce Excellence


 Process Excellence 


Product & Service Excellence





Leadership & Strategy Excellence

Certified Management Analyst-Organization Excellence


NEW TRAINING PATH - Beginning July 2023, we will begin offering online training in both self-paced WBT and Blended live online formats. For those who want training only the new OE21 Training Program will provide real-life experience training scenarios for Organization and Workforce Excellence fully alighed with the N.I.S.T. Baldrige Excellence Framework. 

IMPLEMENTATION PATH - For business, nonprofit, and government organizations who want to implement the OE21 Program 34 standards and 50 measure, analysis and improvement toolkits, we offer the OE21 Implementation path. This path is reasonably priced, well supported and has a good success record. The managers and leaders who complete implementation of all OE21 program standards and tools become Certified Management Analysts - with a specialty in organizational excellence. (CMA-OE),

Scope of Certified Management Analyst Organization Excellence Program: First and of great importance is that this special program is based upon our unique standardized procedures and tools aligned with the National Institute of Standards and Technology (N.I.S.T.) Baldrige Excellence FrameworkThis outstanding framework is used in support of the U.S. Baldrige National Quality Award.


The Baldrige Award is the highest level of national recognition for performance excellence that a U.S. organization can receive, and it is also used in numerous international governments and programs.  

To create our OE21 Management Analyst Program, we spent many years transforming the Baldrige Excellence Criteria for Awards into standardized operating procedures (Standards). Then we created over 60 decision support tools and 34 Baldrige-aligned processes used to implement these standards. The end result is that we now have the world's only complete standards and integrated tools for Certified Management Analysts with a specialty in /Organization Excellence.

We also created an entirely unique value and methodology for Certification. One shortfall of the traditional certification approach is that an organization cannot be assured that the certified manager has the tools and procedures to do what CEOs demand, which is to help measure and boost the organization's financial, market, customer, operations, workforce, and community results.


Our program standards and tools are ready for immediate implementation. Videos introduce your managers to each standard, then your leaders and managers form teams that collaborate to immediately apply our standards and tools. Each implementation effort begins with an introduction to content references, standards, and decision support tools. Next, your leaders and managers use our well-documented instructions in our standards and tools. This process gets managers immediately engaged in measuring and boosting these results:  

  • 7.1 Product, Service, or Program Results - design, production, delivery, and support 

  • 7.2 Customer-Focused Results - marketing, sales, customer relationships, customer support 

  • 7.3 Workforce-Focused Results - workforce environment, engagement, workforce/leader development

  • 7.4 Leadership and Governance Results - leadership, governance, strategy development/implementation

  • 7.5 Financial and Market Results - organization financials, market share, and value growth

With our program, certification is directly linked to results!

Note: You can learn more about organization excellence results by studying the Baldrige Excellence Framework Category 7 Results, available from N.I.S.T

Focus Teams Collaborate to Implement OE21 Standards and Decision Support Tools

During our program implementation, your managers and leaders are placed into specialized "focus teams."

  • Leadership Focus Team (LFT): These are senior leaders, directors, or managers (e.g., CEO, CFO, CIO, COO, CHR, etc.). The Leadership Focus Team (LFT) is responsible for Leadership Excellence results, including financial performance, marketplace performance, strategy alignment and accomplishment, leadership and social responsibilities, and impact. 

  • Customer Focus Team (CFT): These are managers of customer sales and relationships (e.g. VP Marketing, Manager of Sales, Manager of customer relations, etc.). The Customer Focus Team (CFT) is accountable for Customer Excellence results, including customer engagement, satisfaction and value, key stakeholder's satisfaction and value, product and service performance (in the eyes of customers), and program outcomes. 


  • Operations Focus Team (OFT):  These are managers of product and/or service design, creation, production, supply chain, delivery, and project managers, process innovation, risk managers, process efficiency and effectiveness managers, quality managers, MIS/IT managers, safety and emergency managers, administrative, and financial managers. 


  • Workforce Focus Team (WFT): Comprised of Talent Development, Learning Managers, Human Resources Manager(s), and Work Unit Managers. Work Units are small groups of similarly skilled people within Departments or other sections of the organization. The Workforce Focus Team (WFT) is accountable for Workforce Excellence results, including workforce satisfaction. engagement, workforce capability and capacity,  learning and development, and rewards-based workforce performance. 

How Focus Teams Collaborate - The same process is followed for each of the 28 OE21 standards. All standards are grouped into six (6) program steps shown at the top of this page. Steps 1 and 2 are online training courses and tools that provide foundational knowledge needed for full implementation (Steps 3 to 6).  Below is an outline of how the focus teams collaborate and become certified.

  • All focus team members work together to implement each standard and its decision support tools

  • Kick-off - Team members view an introductory video explaining the purpose and value of the standard

  • Lead - The lead team members do the actual implementation steps; the other team members observe

  • Data Collection - The lead team launches the form or survey to collect data for the standard

  • Data Analysis - All focus teams meet online to participate in the data analysis (sort, collation, etc.) 

  • Data Charting - The lead team inputs the data that create trend charts of data results

  • Action Plan - The lead team inputs the tasks, responsibilities, start/finish dates, and other project data

  • Boost Performance - The focus teams execute the Action Plan projects that help boost results

  • The OE21 Certification Coach (from the OE Provider organization) audits the standard online and provides feedback to focus teams

  • The OE21 Certification Coach certifies that the standard has been successfully implemented

  • As each OE21 standard implementation is completed (and passes its audit) the OE21 Certification Coach issues a module completion "badge" to each focus team member.

Additional Guidelines for Participants: The number of managers and leaders you enroll in our Management Analyst Certification Program is up to you, however, the minimum is at least one person from leadership, customer, operations, and workforce roles. Ideally most or all managers will participate in the program over one to three years. The goal is to maximize the effectiveness of the organization's manager and leader development program. 


You should enroll focus team participants based on the size (number of employees, contractors, or volunteers) that work at your organization's "site." Contact us for guidance or suggestions. Send an email to 


  • Note 1: We define "site" as an establishment (facility or group of facilities located at the same address.

  • Note 2: We define a "Firm" as a multiple-site organization, where each site is a separate location address.  

Evidence that our OE21 Framework Really Works


The OE21 Standards and tools were designed to be fully aligned with the National Institute of Standards and Technology (N.I.S.T.) Baldrige Excellence Framework.


The N.I.S.T. web site includes the following links to documents that provide strong evidence that the Baldrige framework is of great value to organizations.

Baldrige 20/20: An Executive's Guide to the Criteria for Performance Excellence


CEO Issue Sheet - Baldrige: Performance Excellence Delivers World-Class Results PDF

Economic Evaluation of the Baldrige Performance Excellence Program December 2011









                        Baldrige Excellence Framework                OE21 Converts Baldrige into Standards

WHERE OE21 COMES IN - In our 30 years of experience with the Baldrige Framework, we learned how to transform the 300+ Baldrige questions into internal standardized operating procedures and tools that are used to measure and boost the financial, market, customer, operations, workforce, and community results.

We did the heavy lifting by transforming all those Baldrige Framework questions into thirty-four (34) Standards (like standardized operating procedures). Next, we added over (60) decision support tools. The result is our OE21 Management Analysis Training and Certification Program. Now organizations that have OE21 standards and tools can develop their managers and leaders to stay focused on measuring and boosting meaningful results.


NEXT STEP: Go to Customers page to view the organizations we have served over the years. 


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