DNA’S COACHING PACKAGE HELPED IDENTIFY AND PRIORITISE MARKETING DEVELOPMENT TARGETS
Dagmar implemented a marketing change training package for DNA, the aim of which was to identify the effects of marketing change on DNA’s marketing and to find key development directions. The workshop that ended the training package helped DNA’s marketing experts identify several useful development areas that will be taken forward together with Dagmar.
The training package designed for DNA consisted of a total of six expert lectures related to the change in marketing. The lectures were brought together in a workshop that focused on the everyday implementation of lessons learned and identifying key development directions in the everyday marketing of DNA’s consumer business. The aim was to identify things that need to change in order for the lessons learned in the training to be utilised in everyday life.
The coaching package followed Dagmar’s listening and participatory educational philosophy. The customer can choose their preferred coaching modules on the topics of the forces of change in marketing, i.e. information, technology and operating models. We always tailor training and coaching to meet the needs and competence level of the client company. The participants are actively involved in trainings with pre-assignments, homework and group work. Each coaching session ends with a joint workshop, where an action plan is drawn up for the everyday implementation of lessons learned and insights.
“Without the workshop that concludes the training package, the participants would only have listened to the lectures, but nothing would have changed. There are always discussions in everyday life that this and that should be corrected, but the fact that together we compiled a summary of both new and previously identified development targets – mirroring the results of the lectures – also put them on the same level for comparison, and it was easy to pick out the things that should be prioritized.“, says DNA Head of Marketing Development and Analytics Hanna Heiskanen.
THE WORKSHOP CONCRETIZES THE LESSONS LEARNED FROM EDUCATION INTO AREAS FOR DEVELOPMENT
The workshop that concluded DNA’s training module was attended by nearly 20 DNA marketing experts. Based on lively discussion, areas for development were identified in several different areas of marketing. Dagmar’s experts compiled a synthesis of the development targets and proposed solutions. Dagmar’s own Growth Excellence Model framework was used to structure the development themes. This resulted in nine prioritised development themes on the way to DNA’s marketing target state.
THANK YOU TO DAGMAR TEAM, WHO HANDLED BOTH THE TRAINING PACKAGE AND THE WORKSHOP AFTER IT IN A REALLY EXEMPLARY MANNER RIGHT UP TO THE FINAL SUMMARY. I WILL COME BACK TO THIS SUMMARY LATER.
Hanna Heiskanen, Head of Marketing Development and Analytics, DNAMore of our work
