Sg marketing team evolution

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?