Marketing Team Evolution        How to develop a self directed team environment
First Day On the Job
Background 2009 Southeast Anesthesiology  Consultants Hired a New Marketing  Director In Jan. of 2009 Team Consisted of ...
Theoretical Approach - System’s TheoryA system is a complex set of relationships among      interdependent components or p...
Methods Ethnographic Research   My Experience   Question Guide Completed by Long Term    Associate   Interviews With L...
Observations There were no task dynamics within the  group Proximity of team members was a  concern because it hurt syne...
Observations The group had no diversity Very little feedback was provided to the  team There was very little cohesion –...
Hofstede’s Dimensions of Culture    Low Power Distance    Low Indulgence    High Uncertainty Avoidance
Hofstede’s Dimensions of Culture    High Individualism    Very Feminine    Short Term Orientation
Hofstede’s Dimensions of Culture What does all of this mean? Hostile Work Environment = Unhealthy  Team
Task Dynamics Project Initiation Form Process & Tracker Weekly Team Meetings Weekly One-to-One Meetings
Proximity & Environment Open office suite with desks facing each  other Large conference area for team meetings No door...
Define Roles Clearly Define Team Member Roles Hire Additional People    Coordination                      Production    ...
Social Loafing 1 Team Member Masking for Another Task Dynamics Provided Valuable Insight Loafer Fired
Double Loop Learning Used One-to-One Meetings to Explain: Processes Marketing Functions Teach Marketing Principles
Diversity New Hires Added Diversity   40 Year Old Male, Caucasian, Jehovahs    Witness, Divorced, England   38 Year Old...
Feedback Create Monthly Stakeholder Meetings with: CEO Division Directors Medical Directors Providing Forum for Feedb...
Cohesion & Interdependence Creating Task Dynamics Increasing Proximity Defining Roles Changing Norms Using Double Loo...
Reactions – Group Phases Phase 1: Storming – Change Met with  Resistance Phase 2: Forming   Firing   Hiring Phase 3: ...
Outcomes Self Managed Marketing Team That Generates  Results                   BUT… Acquisition & Growth Demand More
Recommendation to Create A           Self Directed TeamUsing Principles from Healthy Teams Model:1. Engage Team Members in...
How? BiAnnual Team Retreats   Team will Define Goals, Purpose & Review    Processes Empower Through 3 Step Issue Resolu...
How? Foster Creativity by:   Increasing Diversity   Unique Activities: Picture notes   Offsite Activities: Recommended...
How? Maintain Task Dynamics Maintain Close Proximity & Open Floor Plan
Questions?
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Sg marketing team evolution

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Sg marketing team evolution

  1. 1. Marketing Team Evolution How to develop a self directed team environment
  2. 2. First Day On the Job
  3. 3. Background 2009 Southeast Anesthesiology Consultants Hired a New Marketing Director In Jan. of 2009 Team Consisted of 1 Manager & 1 Coordinator Team’s Goal: To increase brand awareness and patient volume
  4. 4. Theoretical Approach - System’s TheoryA system is a complex set of relationships among interdependent components or parts Interdependent Open to the Environment Contains Equifinality Requires Feedback Uses Input, Throughput & Output Utilizes Synergy
  5. 5. Methods Ethnographic Research  My Experience  Question Guide Completed by Long Term Associate  Interviews With Long Term Associate
  6. 6. Observations There were no task dynamics within the group Proximity of team members was a concern because it hurt synergy Roles were not clearly defined Social loafing was expected and accepted Double loop learning did not exist
  7. 7. Observations The group had no diversity Very little feedback was provided to the team There was very little cohesion – greater focus on individualism There was no interdependence
  8. 8. Hofstede’s Dimensions of Culture Low Power Distance Low Indulgence High Uncertainty Avoidance
  9. 9. Hofstede’s Dimensions of Culture High Individualism Very Feminine Short Term Orientation
  10. 10. Hofstede’s Dimensions of Culture What does all of this mean? Hostile Work Environment = Unhealthy Team
  11. 11. Task Dynamics Project Initiation Form Process & Tracker Weekly Team Meetings Weekly One-to-One Meetings
  12. 12. Proximity & Environment Open office suite with desks facing each other Large conference area for team meetings No doors Lots of windows No fluorescent lighting
  13. 13. Define Roles Clearly Define Team Member Roles Hire Additional People Coordination Production Marketing Specialist for Div. 1 Graphic Designer Marketing Director Div. 2 External Physician Liaison
  14. 14. Social Loafing 1 Team Member Masking for Another Task Dynamics Provided Valuable Insight Loafer Fired
  15. 15. Double Loop Learning Used One-to-One Meetings to Explain: Processes Marketing Functions Teach Marketing Principles
  16. 16. Diversity New Hires Added Diversity  40 Year Old Male, Caucasian, Jehovahs Witness, Divorced, England  38 Year Old Female, Caucasian, Married, 4 Children, Mormon, West & Midwest  28 Year Old Female, Caucasian, Married, Protestant, NY  31 Year Old Female, Caucasian, Married, Protestant, NC
  17. 17. Feedback Create Monthly Stakeholder Meetings with: CEO Division Directors Medical Directors Providing Forum for Feedback Increased Positive Department Recognition
  18. 18. Cohesion & Interdependence Creating Task Dynamics Increasing Proximity Defining Roles Changing Norms Using Double Loop Learning Increasing Diversity Organically Creates Providing Feedback Cohesion and Forums Interdependence
  19. 19. Reactions – Group Phases Phase 1: Storming – Change Met with Resistance Phase 2: Forming  Firing  Hiring Phase 3: Norming Phase 4: Performing
  20. 20. Outcomes Self Managed Marketing Team That Generates Results BUT… Acquisition & Growth Demand More
  21. 21. Recommendation to Create A Self Directed TeamUsing Principles from Healthy Teams Model:1. Engage Team Members in Defining Goals and Purposes2. Empower Them to Make Decisions3. Foster Creativity by Engaging the Team in Dynamic Activities4. Continue to Encourage Collaboration and Autonomy
  22. 22. How? BiAnnual Team Retreats  Team will Define Goals, Purpose & Review Processes Empower Through 3 Step Issue Resolution Process: Define, Describe, Recommend
  23. 23. How? Foster Creativity by:  Increasing Diversity  Unique Activities: Picture notes  Offsite Activities: Recommended by Team Members  Annual Marketing Conferences
  24. 24. How? Maintain Task Dynamics Maintain Close Proximity & Open Floor Plan
  25. 25. Questions?

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