Since I’m asking the question, you can probably guess my answer: Yes. Here’s why I think so…
With some exceptions, commercial training departments in biopharma companies tend to be thought of as “order-takers” for the more high-profile Sales and Marketing departments. “We need this done – toss it over the fence to training.” Ever seen that sort of approach to the training department before?
Deservedly or not, training tends to be viewed as a place for tactical execution. Add to this fact that many of the roles in commercial training tend to be rotational (successful sales people moving through the training department toward roles in marketing or sales leadership) and it’s easy to see why the default identity for training might devolve to “merely” a support function.
Hence the need to pro-actively create and reinforce a clear value-adding identity for the training department – a “brand,” if you will.
One of my most interesting assignments last year was to work with one training department on establishing a brand identity, including key principles and practices demonstrating the value (to the organization) of the training group. In an upcoming LTEN webinar, Jason Zeman (Director of Sales L&D of Valeant) and I will outline how we developed a brand identity with the department, and how that brand shapes the vision, leadership, and practices of the training staff.
The key question we worked with during our brand session was, “How does the Learning and Development group uniquely add value to our organization?” You’ll discover how “Developing Value” became a key mantra in the Valeant training brand.
Join us on Friday, March 4th (12:30 ET) as we discuss with you how branding goes beyond just a logo and a catch phrase, and explain the practical impact of a department identity that demonstrates ongoing value. Register for the webinar here.