- January 24, 2013
- Posted by: STEP Consulting
- Category: Case Study, Uncategorized
Background: Constant Contact, Inc. helps small businesses, associations, and nonprofits connect with their customers, clients, and members. Launched in 1998, Constant Contact champions the needs of small organizations and provides them with an easy and affordable way to build successful, lasting customer relationships through email newsletters and surveys.
Challenge: As a fast-growing, relatively young company, the development needs of the management team became one of the most significant challenges the organization faced. The majority of managers (70%) had over six years of management experience; however, most of that experience was acquired in other organizations and therefore management practices at Constant Contact were inconsistent. In addition, though most of the managers had some training, it was likely a long time ago and the need for refreshers, calibration, and filling in gaps was repeatedly mentioned during a needs assessment. The lack of an overall development program meant that even training that addressed specific content would have no context, reinforcement, or framework in which to build a set of skills that relate to each other.
Solution: The success of any organization comes largely through the management team. The culture of an organization is crystallized at that level. Investment in attention, training, and development at the management level always pays significant returns.
Constant Contact hired Entelechy to create an initial course as the foundation for a long-term management development program. Entelechy based the customized Management Development Program on the specific goals identified in the needs assessment. The result was a program designed, developed, and delivered to the entire management and executive team in a two-day workshop.
This program was designed to:
- Create a Constant Contact approach to management that enables incumbent and new managers to represent the spirit and philosophies of the company.
- Foster a consistent approach to management and leadership that ensures all employees fair and equitable treatment regardless of manager. Increase the overall management capability of Constant Contact’s management team, thereby improving employee morale, productivity and retention.
- Create a cohort of leaders who can help take Constant Contact to its next level of growth, innovation, and success.
The roll-out of the program took three months and attendees included significant individual contributors as well as managers with direct reports.
Results: Based on participant and leadership feedback, the results of the training are expected to be extremely positive. Here is what participants said about the training:
“All topics were very relevant. Each had a different ‘value’ personally depending on how much help I needed in that area.”
“The fact that the training materials included examples that were relevant to Constant Contact made it much quicker to grasp the scenarios.”
“Being able to work with other managers in this company was not only helpful but also provided the added value of having some people that I can now go to within the company to help problem solve some challenges I might be having. Additionally being able to use real live situations was key in practicing the various skills.”
“I actually liked the “tools” the best. The single page hand outs that I can take away and reference. These give me a great structure for incorporating this into my work.”
“I have taken many management training courses and found this to be one of the top sessions.”
Constant Contact plans on building on the foundational skills introduced in the launch training as well as reinforcing this training through discussion groups and peer support circles. This will enable them to leverage the significant progress made to date as Constant Contact strives to achieve challenging business goals.