Team Based Accelerated Learning Approaches
Posted by Chris Quinn
Why do most training initiatives fail to generate compelling and sustainable business results?
We think it is because most training initiatives in the marketing arena that we have observed fail to incorporate these six (6) elements:
1. The training program does not address real work. Instead of focusing on applying the newly learned concepts or practices to an existing business challenge, case studies are utilized to tell stories and illustrate how other companies have addressed the concept in question.
2. The individuals participating in the training are from the same functional area- for example product marketing. This ensures that the real challenge associated with working across functions to formulate and implement the marketing plan is not addressed or reconciled. Change must include diverse perspectives!
3. The learning objectives for the training program are not integrated with or explicitly linked to important business outcomes. Assessment of the degree to which the learning objectives have been met is determined by a knowledge assessment test or in some cases- role playing feedback.
4. There are no explicit feedback loops or opportunity for reflective learning because the 20 pounds of learning content delivered is packed into a 10 pound bag! This minimizes the time/space needed for participants to gain and share perspective! There is a focus on imparting broad knowledge in a short time frame instead of focusing on applied learning in a longer time frame. To go fast- initially you must start slow!
5. The training is led by an 'instructor/trainer' and not a seasoned practitioner who can coach and mentor participants and address application related questions based on their relevant work experience and quickly move beyond a discussion of theory. The lack of meaningful or related work experience can diminish the credibility of the 'instructor' in the eye's of the learner's.
6. The training is paid from a budget approved by senior leadership but there is not a senior executive sponsor who is engaged in both reinforcing and institutionalizing the new approaches, tools and practices required to impact business performance.
Each of the six (6) missing elements noted above are keys to a successful team based accelerated learning approach.
The ability to leverage the learning opportunity of the organizations marketing team in collaboration with their cross functional peers while also doing 'real-work' is now an imperative and no longer merely an aspiration in corporate environments.