New Leader Transition for National Marketing Organization
The Challenge
A Fortune 500 company decided to centralize its marketing organization to strengthen its identity and presence in the marketplace. The challenge was to create a sense of team from what had been a disparate group of marketing units so that jointly they could build a strong, unified marketing department.
Our role
I worked with the Senior VP of Marketing to develop a transition plan and materials including:
- Assessment to 50 marketing leaders across the country to identify current issues, concerns, and ideas.
- Leadeship speech and materials contrasting current dynamics with desired state for the team's information and analysis.
- 3-day workshop, which included team exercises and creative introductory and Q&A sessions to allow each group to highlight its purpose, successes, and challenges. The Q&A sessions were designed to get input from the larger group about how the subunit could improve its ability to work with the whole going forward.
Results
- The new organization came together with a minimal amount of frustration and lost productivity and an increased sense of team and energy to create a high-performing marketing department.
- The workshop was a replacement for their usual sales meeting, and based on group feedback, satisfaction scores were higher than for any of those previous sales meetings.