Developing Marketing Leaders

Client: Global Pharmaceutical Company

Employee participation in a marketing education program was not as robust as a global pharmaceutical company wanted so they reached out to Broadstreet to develop an initiative that would boost interest and involvement.

With its expertise in leadership development and employee engagement, Broadstreet designed and developed The Marketing Fellows Program. The program is a recognition and development plan designed to allow marketers who had proven their mastery of foundational marketing skills, and the application of those skills to their business, to earn education credits by sharing their knowledge with their colleagues.

Once selected and trained, the Marketing Fellows facilitated “Guided Working Sessions”: on-demand, in-house consulting workshops attended by business teams to help address a specific business challenge.

A multitude of tactics were developed by Broadstreet that gave aspiring marketing leaders a forum to apply their concepts to everyday business. Live events with Marketing Leadership allowed Fellows to gain exposure to senior marketing leaders, and exclusive training opportunities helped Fellows deepen their own marketing, leadership, and coaching skills.

The response to the new plan from qualified applicants was met with enthusiasm and more applications were received than expected. The first class was trained and dispatched and it has become the leading training in the curriculum.

Based upon the success of this Leadership Development/Employee Engagement initiative, the client has come to consider Broadstreet as a strategic partner in the ongoing refinement and enhancement of its Marketing Education Curriculum, and the development and engagement of its Marketers in the program.

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