Monitor Executive Development

Strategic Context
The company’s Chief Marketing Officer wanted to enhance the competency of the organization’s top 200 marketers. He also wanted to make sure that business-unit teams delivered world-class marketing plans. Participants were intact teams geographically dispersed and organized around products and markets. While the company had a position of leadership in its field, marketing leaders believed it could dramatically improve its performance by adopting and embedding more rigorous approaches. They wanted a common vocabulary and set of tools. Most importantly, the client was not looking for an academic or theoretical approach, but rather a solution that built new skills and better plans — in the context of doing “real work.”

PROGRAM OVERVIEW
Together with the client we developed an Applied Learning approach which engaged marketing teams in a series of three 2-day workshops designed to introduce concepts, provide practice application in the context of custom case studies and launch teams into intensive working sessions on their own marketing plans. Over the three-month period each team was supported with dedicated coaching from Monitor content experts as well as access to Monitor’s online learning and decision support platform. In parallel, the marketing executive team held a retreat to immerse themselves in the approach and learn how to audit their teams’ new plans. Finally, the client targeted specific individuals to become internal content experts through a “train-the-trainer” model.