Finalist
Marketing Capability Development
Summary of work
Ashfield Insight & Performance (AI&P) was approached by Bayer Russia to upskill the marketing capabilities of the product managers, to enable them to develop stronger, more impactful HCP strategies and plans.
AI&P created an extended capability development programme, using a staged approach. The programme utilised a range of training and development methods:
- An initial learning needs assessment, based on a detailed review of the latest HCP marketing excellence (MEX) plans for the brands
- A marketing development centre, to benchmark the current capability levels and development areas of the product managers
- Three one-day ‘live-action’ brand workshops, with broader cross-functional brand teams (including the product managers) applying the learning to their own brands in real time
- Post-workshop virtual coaching support, to enable individuals to embed the learning and continue to develop their capabilities as they finalised their HCP MEX plans.
The programme has resulted in a significant improvement in the marketing capabilities of the team. This has led to the development of stronger HCP plans, with more customer-focused and differentiated HCP strategies, activities and messages, all of which have combined to make a real impact on the business.
Judges’ comments
This development programme is detailed, robust and offers varied opportunities. It is nicely designed and delivered and showed insight that leadership was critical.
