While Working on a Real Business Issue
WE HAVE RUN MORE THAN 50 COACHING SESSIONS FOR MARKETING TEAMS IN 5 CONTINENTS
OBJECTIVE OF MARKETING COACHING
Marketing coaching sessions use your company's case examples as real instances on which to apply marketing principles and best practices.
They serve a twofold objective:
1. Effectively teach marketing principles and approaches;
2. Collectively address a burning business issue
Results are most often surprisingly positive.
The team feels re-energized and ready to go back to work with a renewed positive attitude
A large set of fresh ideas on how to address the business challenges is jointly developed
An increased mastering of marketing tools, approaches and techniques is internalized, thanks to their real case application
A stronger sense of community and comradeship is formed among participants
HOW IT WORKS
A marketing team coaching session is a highly facilitated working meeting, lasting one or two days, during which several real case examples are shared and used as a basis to apply marketing skills and improve the collective knowledge of marketing approaches.
Participants are normally 10 to 15 members of the marketing team, ideally working on different brands and with different levels of seniority.
The brand teams prepare in advance their marketing case, following specific guidelines shared by the facilitator. Business cases are taken from teams' recent brand management experience and normally focus on a burning business challenge, seen as difficult to address.
WHAT HAPPENS DURING THE SESSION
Each team in turn presents their case, getting real-time suggestions for improvement from the facilitator and from colleagues. The feedback focuses on both content and approach, and directs the attention on how marketing principles and best practices can be applied to address the issue at stake.
Two or three specific working sessions then follow, in which team members, closely supported by the facilitator, are asked to rethink marketing strategy and activation, in alignment with the inputs received.
The specific topics for the deep-dive working sessions are agreed upon in advance, based on the areas where the team mostly needs to build capabilities or where the solution is most challenging from a content perspective.
As an example, they could focus on building a market segmentation, capturing one or more consumer insights, improving brand distinctiveness / re-energizing the brand, defining an investment plan, developing / assessing creative ideas, or on other specific areas seen as mostly critical.
A new marketing approach is then jointly developed, using the best ideas emerged from the session, which will leverage the experience of senior and skilled marketing facilitators, as well as the fresh perspective of colleagues working on other brands.
Contact us for support on marketing coaching interventions: firstname.lastname@example.org