winning on culture, competencies & curriculum - isbm… · isbm members meeting september 2019...

WINNING ON CULTURE, COMPETENCIES & CURRICULUM

ISBM Members MeetingSeptember 2019

©2018 W. L. Gore & Associates 2

Discussion TopicsLet’s Get Started

• The Intrigue and Power of the GoreCulture

• The Evolution and Launch of Our Marketing Competencies

• How We’re Developing Our Marketing Curriculum


Q.1

▪Is your culture helping or hurting your ability to develop the capabilities of your Marketing organization (pick one)?

a. Helping

b. Hurting


Who Is W.L. Gore & Associates


Early Influencers

Maslow’s Hierarchy of Needs

McGregor’s Theory X vs. Y

DuPont Task Force


Our Guiding Principles


How We Work

▪Lattice

▪Teamwork and relationships built on trust

▪ Integrity

▪Being responsible

▪Compensation based on contribution

“Our Enterprise is strongest when we tap into diverse talents and perspectives while driving toward a shared vision. We remain committed to nurturing an environment where we help each other grow and push the boundaries of what’s possible.”

-- Jason Field, CEO


Who We Are

▪Associates, not employees

▪Leaders, not bosses

▪Sponsors

“We turn for leadership to the personwe recognize as having the greatestknowledge, skill, experience or capabilityin the particular activity our team is involved in.”

-- Bob Gore, CEO 1976-2000


Culture as a Differentiator

“Our beliefs and principles are not just about creating a great place to work. They foster creativity and shared ownership for success and help us continue to innovate and deliver products that improve lives and industries.”

-- Terri Kelly, CEO 2005-2018


What It’s Meant for a New Talent Development Associate


Q.2

▪What aspects of your culture are helping or hindering you to build the capabilities of your Marketing organization?

(open-ended question)


Q.3

▪Do you have a Marketing Competency Model?

a. Yes and happy with it

b. Yes but needs work

c. No


The Evolution & Launch of Our Marketing Competencies

Why?

▪Past competencies did not adequately represent our desired state

▪Hundreds of new Marketing Associates

▪Provide Associates with a compass on how we want to hire, assess and develop them

▪Benchmark Where We’re At … As Individuals and As Company


Data Bites: NA/EMEA May Community Meeting

37%


The Evolution & Launch of Our Marketing Competencies

How?

▪ Reviewed library of competencies from Imprint Talent Readiness

▪ Selected most important competencies based on roles and skills needed for future growth

▪ Developed competency descriptions and development tasks with cross-divisional SME’s


Our 9 Core Marketing Competencies


Q.4

What are your company’s top 3 priorities?1. Go-to-Market Strategy

2. Competitive Insights

3. Customer Insights

4. Market Insights

5. Segmentation & Targeting

6. Value Propositions

7. Branding

8. Digital Marketing

9. 3rd Party Management

10.Other


How We’re Rolling Them Out

▪Enterprise & Division

▪Marketing Competency Handbook

▪Competencies + 70 l 20 l 10 Development Opportunities

▪ Leader Tools

▪CEO Video


Early Results

– Intranet (Marketing Competency Page)

– 363 visits + 67 (Aug. 1-25)

– 425 page views + 85

– 238 unique visitors + 56

– Ave. time spent: 4.28 minutes (3.24 August)

– Marketing Competency Handbook: 227 downloads + 45 (minor updates in July)

– Coaching Guide for Leaders and Sponsors: 67 + 8 downloads

– Reference Card: 77 +9 downloads

– Marketing Competency Overview Presentation: 58 + 5 downloads

– Video from Jason: 58 + 6 views

– Next Page Metrics:

– Lynda page: 9 clicks

– Gartner page: 9 clicks

– Performance & Development Process page: 6 + 4 clicks

Analysis & Insights

– Up to 73% have downloaded handbook since launch (based on 272/370*)

– Frequency of communications important in driving awareness / interest (both at Enterprise and Divisional levels)

– Associates don’t go from Intranet page to development resources; need to see if they are using handbook to click to resources

*We can’t track unique downloads so this number may contain multiple downloads and downloads from non-Marketers


Marketing Diagnostic & Development Tool


MDD: Two-Part Assessment of 9 Core Competencies

Part 1: Knowledge Assessment

–Series of questions on each competency – easy, medium, hard

–You get confidential report on results with external and internal benchmarks

–We (Marketing Functional Excellence Team) get aggregated report on results with external and internal benchmarks

Part 2: Practice Assessment

–An automated way for you, your leader and peers to assess how well you practice the behaviors at each stage of proficiency for each competency


MDD: In Partnership with Imprint Talent Readiness

Imprint has 15 years of experience building Marketing Diagnostic & Development tools for numerous global companies

Imprint’s founder worked with the CEB “Dr. Best” Marketing Diagnostic and wanted to help companies develop a more tailored way of assessing marketing skills

http://www.mybayerjob.com/images/Bayer_Logo_neu2.jpg

http://www.mybayerjob.com/images/Bayer_Logo_neu2.jpg

https://imprinttalent.com/

https://imprinttalent.com/


How We’re Developing Our Marketing Curriculum

▪70 l 20 l 10

▪Identify gaps l priorities

–Discussions

–Diagnostic

▪Strategic Marketing Framework

▪Curriculum Framework

©2018 W. L. Gore & Associates

Gore Commercial Learning Framework (Draft)

Fundamentals (The Commercial Toolbox)Common language. Common processes. Common tools. Available 24/7.

PS AcademySales AcademyMarketing Academy

Gore Commercial AcademyBuilding Skills. Empowering Teams. Driving Performance.

CoreBuilding the essential skills specific to

a role in Marketing

AdvancedTransforming Marketing

Associates and/or teams from good to great

MasteryHelping Marketing leaders and SME’s drive excellence

throughout the organization.


a role in Sales

AdvancedTransforming Sales Associates

and/or teams from good to great

MasteryHelping Sales leaders and

SME’s drive excellence throughout the organization


a role as a Product Specialist

AdvancedTransforming PS Associates and/or teams from good to

great

MasteryHelping PS leaders and SME’s drive excellence

throughout the organization

Gore Behaviors (All Associates)

Professional (Soft) Skill Development

Gore Leadership Practices

Mindset

Leaders

Peers

Technology

Org Design

Process

Enabled by a Powerful

Business Ecosystem

Other Functional Competencies

©2018 W. L. Gore & Associates

Marketing Functional Excellence Team

Jackie BoatwrightSaM Talent Dvpt Claire Zinnes

ENT Digital Ldr

Oliver OppermannFAB Global Mktg Ldr

Lori SeelENT Mktg Functional Ex

Brian GallagherFAB Strategic Mktg Ldr

Maria SilvonMPD Marketing Functional

Excellence Champion

Steve ShusterENT Brand Ldr

Narsi BodapatiPSD Global Mktg Ldr

Karen GeisslerMktg FE Admin

Yvonne EricksonPSD Strategic Mktg Ldr

Florian DullingerMPD Global Mktg Ldr

THANK YOU

winning on culture, competencies & curriculum - isbm… · isbm members meeting september 2019...

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