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Sg marketing team evolution
- 1. Marketing Team Evolution How to develop a self directed team environment
- 2. First Day On the Job
- 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. Theoretical Approach - System’s Theory A 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. Methods Ethnographic Research My Experience Question Guide Completed by Long Term Associate Interviews With Long Term Associate
- 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. 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. Hofstede’s Dimensions of Culture Low Power Distance Low Indulgence High Uncertainty Avoidance
- 9. Hofstede’s Dimensions of Culture High Individualism Very Feminine Short Term Orientation
- 10. Hofstede’s Dimensions of Culture What does all of this mean? Hostile Work Environment = Unhealthy Team
- 11. Task Dynamics Project Initiation Form Process & Tracker Weekly Team Meetings Weekly One-to-One Meetings
- 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. 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. Social Loafing 1 Team Member Masking for Another Task Dynamics Provided Valuable Insight Loafer Fired
- 15. Double Loop Learning Used One-to-One Meetings to Explain: Processes Marketing Functions Teach Marketing Principles
- 16. Diversity New Hires Added Diversity 40 Year Old Male, Caucasian, Jehovah's 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. Feedback Create Monthly Stakeholder Meetings with: CEO Division Directors Medical Directors Providing Forum for Feedback Increased Positive Department Recognition
- 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. Reactions – Group Phases Phase 1: Storming – Change Met with Resistance Phase 2: Forming Firing Hiring Phase 3: Norming Phase 4: Performing
- 20. Outcomes Self Managed Marketing Team That Generates Results BUT… Acquisition & Growth Demand More
- 21. Recommendation to Create A Self Directed Team Using Principles from Healthy Teams Model: 1. Engage Team Members in Defining Goals and Purposes 2. Empower Them to Make Decisions 3. Foster Creativity by Engaging the Team in Dynamic Activities 4. Continue to Encourage Collaboration and Autonomy
- 22. How? BiAnnual Team Retreats Team will Define Goals, Purpose & Review Processes Empower Through 3 Step Issue Resolution Process: Define, Describe, Recommend
- 23. How? Foster Creativity by: Increasing Diversity Unique Activities: Picture notes Offsite Activities: Recommended by Team Members Annual Marketing Conferences
- 24. How? Maintain Task Dynamics Maintain Close Proximity & Open Floor Plan
- 25. Questions?