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The Lionsden Award for Capability Development

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Winner

Sanofi Marketing College

by Sanofi with support from Uptake Strategies and Maxine Smith


Summary of work

Winner: by Sanofi with support from Uptake Strategies and Maxine Smith

Capability development need identified – At the end of 2011 the Sanofi divisional directors identified low experience and motivation levels within Sanofi Marketing teams as a potential barrier to delivering future business.

Analysis of options available – The directors and the sales and marketing excellence manager reviewed a number of options to address the issues. These included the continuation of an optional training programme, the development of an internal programme using expertise from within the company and the commissioning of a compulsory and tailored marketing development programme to educate and challenge the marketers.

Development process – Following a pitch process, Uptake Strategies were appointed to deliver a comprehensive and phased programme of interventions to support a sustainable and consistent development of brand team marketing capabilities.

Development of desired capabilities – The Marketing College has delivered increased marketing competency ratings as assessed by a competency questionnaire, organic growth to include several European Sanofi participants and excellent feedback scores.

Improved business outcomes – Examples of improved business outcomes include the creation of stronger customer segmentation due to a customer insight workshop, cessation of ineffective programmes following a focus on measurement and an increase in sales post rebranding following the branding masterclass.

Judges comments

An impressive and very thorough marketing development programme with both tailored and compulsory elements and clear outcomes in terms of skill development, decision making and sales results. The development process undertaken was clear and concise and understood the need for comprehensive internal marketing of the college to the full marketing team, as well as the need to actively involve Sanofi leadership throughout the programme. The programme demonstrated that Sanofi’s marketing capabilities were being addressed and clear improvements were being made; resulting in better marketing decisions as a result of this initiative.


Finalists

Building an aeroplane while flying - by GSK Consumer Healthcare