Training for sales and marketing excellence

The challenge

A large biopharmaceutical company historically focused much of its learning and development programming on field sales employees, investing minimally in the growth and development of its marketing team. The Commercial Learning & Development team asked Vynamic to stand up a comprehensive Marketing Excellence program to unlock the potential of its marketing organization, providing marketers with the tools and knowledge to be high performing, strategic leaders.

The approach

With the client seeking a new marketing-focused training program informed by best practices, Vynamic leveraged its experience in strategic planning, change management, and culture curation to stand up a ‘Marketing Academy’ using the following approach:

Conducting stakeholder interviews
Gathered insights from top marketers and marketing managers to identify knowledge gaps, skill gaps, and/or opportunity areas.

Developed strategy and launch plan
Based on gaps identified and desired competencies, defined program vision and approach. This included a comprehensive training strategy, communication plan, and launch plan to roll out content to the marketing organization.

Developed custom training content and learning platform
Designed training curriculum and developed over a dozen courses across various learning mediums. Worked with a technology team to develop a custom learning management platform for users to access and track their training.

Launched marketing academy
Launched multiple classes of the program for roughly 35 marketers, partnering with subject matter experts to deliver live training. Conducted feedback sessions to measure success and evolve the program.

The results

The ‘Marketing Academy’ program received praise and recognition across the Commercial organization. A survey sent to participants indicated 100% of participants would recommend the program to marketers and a post–program knowledge assessment saw a spike of 15-20% in participants’ marketing acumen.

Based on the work Vynamic delivered, we were also asked to implement a virtual sales leadership program. Here, Vynamic developed a two-day leadership training for roughly 130 Sales representatives, leveraging virtual workshop best practices and tools to maximize engagement of the learning experience. This program ‘set the bar‘ for virtual meetings at the client.