#
|
Module
|
Length
|
Takeaway / Content Summary
|
1
|
Pre-Lab Digital Assessment
(10 days prior)
|
0H:15M
|
- Exercise: Marketers take a digital age readiness assessment to identify needs and gaps
|
2
|
Arrival and Breakfast
|
0H:30M
|
- Participants meet, network with colleagues, presenters, guest speakers and ANA
|
3
|
Setting the Stage
|
0H:30M
|
- Introductions and expectations
- Agenda and learning objectives
- L.E.A.D. Learning Approach
- Ice-Breaker Activity
|
4
|
Marketing in a Digital Age Overview
|
0H:15M
|
- Explain the changing digital world including top opportunities and challenges
- Share the construct to think through how to organize for Marketing in a Digital Age (MiaDA): people, process, structure, process, tools
|
0H:30M
|
- Case Studies: Today’s winning companies share their case for change
- Showcase inspiring examples of how companies responded organizationally to changes in the marketplace
|
0H:15M
|
- Exercise: Each table will be given a company with a specific challenge (3-4 company briefs – company profile, marketplace content, challenge). Teams are prompted throughout the day to develop how the organization needs to adapt to changes.
|
|
Break
|
0H:15M
|
|
5
|
People and Culture
|
0H:15M
|
- Highlight winning MiaDA characteristics on people and culture
|
0H:20M
|
- Best Practices: Discuss and outline what PEOPLE best practices the assigned case study company needs to consider to meet its strategic objectives
|
0H:10M
|
- Exercise: Outline personal action plan on practical things you can already do in your organization to influence people and culture
|
6
|
Networked Structure
|
0H:15M
|
- Highlight winning MiaDA characteristics on structure
|
0H:20M
|
- Best Practices: Discuss and outline what STRUCTURE best practices the assigned case study company needs to consider to meet its strategic objectives
|
0H:10M
|
- Exercise: Outline personal action plan on practical things you can already do in your organization to influence structure
|
|
Lunch
|
0H:45M
|
|
7
|
Agile Processes
|
0H:15M
|
- Highlight winning MiaDA characteristics on process
|
0H:20M
|
- Best Practices: Discuss and outline what PROCESS best practices the assigned case study company needs to consider to meet its strategic objectives
|
0H:10M
|
- Exercise: Outline personal action plan on practical things you can already do in your organization to influence process
|
8
|
Tools and Infrastructure
|
0H:15M
|
- Highlight winning MiaDA characteristics on tools
|
0H:30M
|
- Case Study: showcase how Google uses tools internally to win in MiaDA
|
0H:20M
|
- Best Practices: Discuss and outline what TOOLS best practices the assigned case study company needs to consider to meet its strategic objectives
|
0H:10M
|
- Exercise: Outline personal action plan on practical things you can already do in your organization to influence tools
|
|
Break
|
0H:15M
|
|
9
|
MiaDA
Case Study Presentations
|
0H:30M
|
- Exercise: Teams have 5-7 minutes to present the top organizational changes they have captured based on the construct: people, structure, process, tools
|
10
|
MiaDA
Experimentation
|
0H:30M
|
- Exercise: Marketers create their individual experiments (challenge, hypotheses and experiment) to implement their own construct: people, structure, process, tools
|
11
|
Learning Reflection, L.E.A.D. Action Plans and Highlights
|
0H:30M
|
- Exercise: Groups reflect on learnings, create L.E.A.D. action plan and present highlights
- Closing Activity
|
12
|
Post-Lab
(6-weeks later)
|
1H:00M
|
- Marketers reconnect in a :60M virtual session to share findings of experiments, summarize learnings and best practices
|