Photo credit: Barry Weatherall, Unsplash
Reframing an team's internal value proposition
Supporting a Marketing Communications team at a healthcare organization in better understanding the perceptions, attitudes, and beliefs their internal stakeholders held in order to strengthen their value proposition.
Lead Strategist & Project Manager
Delve, 2022
Internal collaborators
Insights & Strategy peers, Sales
Client collaborators
Senior Managers of Marketing Communications
Impact
Multiple possible value propositions with varying emphases - reflecting gaps and opportunities identified throughout project activities - were crafted and supported with considerations for fit in the near- and long-term.
Take-aways from project activities and prompts for discussion were leveraged by the client team for subsequent workshops and meetings to share learnings, continue gathering insight, and advocate for their needs and requests to executive leadership.
Value proposition recommendations and supporting considerations for next steps.
Value proposition recommendations and supporting considerations for next steps.
Value proposition recommendations and supporting considerations for next steps.
Value proposition recommendations and supporting considerations for next steps.
An important aspect of this project was change management and emotionally supporting the client team as they reflected on ways in which they felt undervalued in their organization and reconciled with ways they could navigate and influence change.
Reframing exercises conducted midway through the project elicited responses that brought clarity and energized the client team.
Approaches used:
Facilitated discussions with thoughtful prompts
Inviting and initiating conversations about 'touchy' topics (promotion opportunities, gender dynamics in the workplace, organizational structure, and more
Listening and responding with empathy
Reflection and reframing exercises
Encouragement of taking ownership and identifying root causes of frustrations over placing blame
Empowering them project learnings, recommendations, and tools & framework
Tools & techniques applied
In-depth interviews with internal stakeholders and users, and with external subject matter experts
Industry & competitive benchmarking
Online survey analysis support (my peer led this internal data collection)
Research operations including recruitment (proSapient), agreements & forms, guide development
Value proposition desing
Decision making & prioritization with 2x2s and facilitated discussion
Miro
Facilitation of a co-synthesis workshop, working sessions, and alignment meetings
Project management
Key project activities
Enlisted the JTBD theory to identify the jobs, pains, and gains of their stakeholders and explored ways to best articulate their services to the organization.
Designed, conducted, analyzed findings from in-depth interviews with 18 internal stakeholders within and outside of MarComm, 6 external participants in the industry (leveraging a third-party recruiter), and an online survey (via SurveyMonkey) of MarComm’s internal collaborators.
Visuals: Multiple sources - primary and secondary - for discovery research were leveraged.
Conducted competitive benchmarking desk research on corporate marketing communications organizational design, roles and responsibilities, and best practices,
Facilitated a day-long Co-Synthesis workshop to share and make sense of topline findings, explore value propositions, and conduct reframing and alignment exercises.
Delivered 5 options of value proposition statements (with considerations and next steps recommendations, and tools for continued use including an Impact Effort 2x2, a Responsibilities Matrix, and a Fixed/Flexible/Free Grid
Presented “How Might We…?” questions reflecting on project learnings and facilitated a discussion for project stakeholders.
Visuals: Basic frameworks were introduced to the client to help with alignment and prioritization.
Scoped and managed the active program, including successfully navigating a mid-project scope revision and budget increase based on emerging project insights.