Transcript
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 1 Manager & 1 Coordinator
Team’s Goal: To increase brand awareness and patient volume
Theoretical Approach - System’s Theory
A system is a complex set of relationships among interdependent components or parts
InterdependentOpen to the EnvironmentContains EquifinalityRequires FeedbackUses Input, Throughput & OutputUtilizes Synergy
Methods
Ethnographic Research My Experience Question Guide Completed by
Long Term Associate Interviews With Long Term
Associate
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
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
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 doors
Lots of windows
No fluorescent lighting
Define Roles
Clearly Define Team Member Roles
Hire Additional PeopleCoordination Production
Marketing Specialist for Div. 1
Graphic Designer
Marketing Director Div. 2 External Physician Liaison
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, 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
Feedback
Create Monthly Stakeholder Meetings with: CEO Division Directors Medical Directors
Providing Forum for Feedback Increased Positive Department Recognition
Creating Task Dynamics
Increasing Proximity
Defining Roles
Changing Norms
Using Double Loop Learning
Increasing Diversity
Providing Feedback Forums
Cohesion & Interdependence
Organically Creates Cohesion
and Interdependence
Reactions – Group Phases
Phase 1: Storming – Change Met with Resistance
Phase 2: Forming Firing Hiring
Phase 3: Norming
Phase 4: Performing
Outcomes
Self Managed Marketing Team That Generates Results
BUT… Acquisition & Growth Demand More
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
How?
BiAnnual Team Retreats Team will Define Goals, Purpose &
Review Processes
Empower Through 3 Step Issue Resolution Process: Define, Describe, Recommend
How?
Foster Creativity by: Increasing Diversity Unique Activities: Picture notes Offsite Activities: Recommended
by Team Members Annual Marketing Conferences
How?
Maintain Task Dynamics
Maintain Close Proximity & Open Floor Plan
Questions?
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