
Strategy workshop
Singing from the same song sheet. |
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The situation
This client hired O’Donnell & Associates to conduct a
variety of engagements in a single market over a period of time.
We used market development to help the client team explore the emerging
market needs and launch new products. Over time, we communicated
with hundreds of their customers. 
Meanwhile, the client team was developing products and strategies,
some based on our market development insight. The group was responsible
for creating and marketing a $40 million product line each year.
They were running around the country talking to customers and selling
products. They had different job functions, and worked with different
customers and channels. But, the team of 10 executives and managers
were rarely in the same place to share knowledge and ensure a consistent
company strategy. So, our client hired O’Donnell & Associates
to facilitate a strategy workshop.
The process
First, we met with our key client contact and the top executive
in the group to define our goals for the workshop. We all agreed
on an agenda and process. First, O’Donnell & Associates
presented the findings of our extensive research and market development
activities. This launched into a discussion of the changing market.
On a flip chart, we defined the market dynamics that were most critical
to the success of our client. Then, we analyzed the company’s
strategies, and refined them to ensure that they complied with the
emerging market dynamics.
The results
Most important, our client walked away from that room, “singing
from the same song sheet.” As they dispersed back to their
busy schedule and activities, they had a common strategy and understanding
of how the team should move forward.
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