dsm - arthur simonetti & dean vlerick business school - marion debruyne
TRANSCRIPT
How to create future proof
B2B marketers?
Page 1
The challenge
Page 2
Key numbers
Marketing & Sales
professionals
2,060
31%
18%
34%
17%
Europe North America APAC Latin America
Marketing & Sales
ratio
25%M 75%S
Page
Key markets
Food & Beverages
Electrical & Electronics
Automotive
Building & Construction
Other
Infant nutrition
Dietary Supplements
Animal Feed
Personal Care
(Food) Packaging
Materials sciences
Life sciences
3
Page 4
The challenge
Page 5
The collaboration
© Vlerick Business School
VLERICK BUSINESS SCHOOL: BASED IN THE HEART OF EUROPE, WITH GLOBAL REACH
About 800 MBA & Master students
Over 7,500 professionals in executive programmes per year
About 120 company-specific programmes in 80 companies
Ghent Leuven
BeijingBrussels
© Vlerick Business School
CORPORATE CLIENTS
Page
Through experiences
• Experiential learning in a training program; Role-plays, simulations
• In-program assignments (e.g., case studies, project groups)
•Guided on-the-job experiences
Through others
• 360 as part of a program
• Peer group learning
• Assigned coach, mentor, buddy
70% 20%Through formal sources
• Leadership skills
• Functional skills
• Professional skills
10%
VLerick/ DSM
Learning Portal
Peer Group Learning; Mentor
MSP1 and 2
Tool-Kits
Best Practice sharing
The principle
8
Page
The instruments
Formal
Informal
TeamIndividualVlerick/DSM
Learning
Portal
Self Learning System Community Learning System
Mentored Learning System Blended Learning System
M&S online
Community M&S Awards
Corporate
Support
(“big tickets”)
M&S Toolkits
and Glossary
Inspirational
Webcast
Mentor
Coach
Colours indicate the 10 (blue),20 (orange),70 (green) learning model see also next page for details
Marketing & Sales
Program
1 & 2
9
© Vlerick Business School
$
CUSTOMER CENTRICITY
INNOVATION
PERFORMANCE
10
© Vlerick Business School
BRINGING 2 CORE CAPABILITIES TOGETHER
11
Marketing
B2B FOCUS
VALUE CREATION &CAPTURING
MARKETING FOR THE DIGITAL AGE
BRIDGING STRATEGY& ACTION
TOP MGT INVOLVEMENT
COMMUNITYDRIVEN
FLEXIBLE, SELF-PACED, CUSTOMISED
CONTEXT-SPECIFIC
IMPACT
Learning
11
© Vlerick Business School
DESIGN PRINCIPLES
THOUGHT-PROVOKING FACULTY
VARIETY OF LEARNING FORMATS
LEARNERCENTRIC
BLENDED LEARNING
PEER INTERACTIONS
CO-CREATION & CUSTOMISATION
BEST PRACTICES
1212
© Vlerick Business School
LEARNING + TRANSFER = IMPACT2
In our view, locking the learning and facilitating real transfer to the professional context, happens through three dimensions:
Throughout the learning journeys we propose, all three dimensions will be addressed by including mixed formats of learning and additional tools which create the impact you are looking for.
PERSONAL GROWTH & BEHAVIOURAL CHANGE
BRINGING BACK TO THE TEAM & ORGANIZATION
CREATING ALEARNING COMMUNITY
13
Page 14
The portal
movie
Page 15
The results
1. Shared language & up to date point of reference;
• 495 learners; 4.8 hrs average (last year 9.2 hrs!)
2. Formal recognition and “accreditation”
3. >100 professionals certified (> 20 nationalities)
Page 16
The learnings 1. Make it relevant & credible; B2B examples & Vlerick
2. Create a portfolio ; 70 - 20 – 10
3. Ensure anchoring; linked to career promotions
Page
Thank you!
17
@MarionDebruyne
@ArthurSimonetti