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Excellence in Capability Development

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Marketing Capability Development

by Bayer Russia with support from Ashfield Insight & Performance

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.


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Key dates

Entry deadline 25 August 2023
Extended entry deadline 1 September 2023*
*additional fee applies
Judging Day 10 October 2023
Company/Team of the Year Interviews 3 November 2023
PMEA Event 22 November 2023