enhancing the senior associate role - bdi final

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The Next Generation of TFA:

Keeping Top Talent

2

2

3

1

Road Map

©2016 Advisory Board • All Rights Reserved • advisory.com

The Problem: Attrition of the Marketing Associate Role

The Cause: Marketing Associate Engagement

Our Solution: TFA Series for tenured Marketing Associates


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A Changing Market and Why That’s Important

“To win in the marketplace you must first win in the workplace.”

- Doug Conant, CEO of Campbell’s Soup

21%

25%

Industry-wide SalesPositions

Advisory BoardMarketing Associates

36% Of millennials will look for a job

with a different organization in the

next 12 months

External Turnover


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Scoping to a Target Tenure Group

When are our

Marketing Associates leaving?

Percentage of Marketing Associates

leaving externally between

27% 31%

Percentage of Marketing Associates

leaving externally between

1-3 month tenure 9+ month tenure

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2

3

1

Road Map




Our Solution: TFA Series for Tenured Marketing Associates


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Compensation ranked 26th out of

38 on possible commitment

drivers.

Compensation Job-Interest Alignment

30%

46%

Attrition - Importance of Engagement


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Pulse Survey on Engagement

Question Associate Senior Associate

1 Job-Interest Alignment : “My current role is a

strong fit for my interests and career goals”

38% 9%

2 Future Career Opportunities : “I have a good

understanding of the career paths available to

me and how to advance my career”

58% 45%

SEE HOW YOUR organization is performing,

visit advisory.com


8 8

Criteria for Solution

23 + Different resources available

to MAs

70% Of MAs don’t feel they have a

good understanding of the

resources available to them

VOLUME x PRICE

Utilize resources already available

1

Right answer for current Marketing

Associates

2

Table of Contents

“Would you be open to skill development

courses?”

9

2

3

1

Road Map




Our Solution: TFA Series for Tenured Marketing Associates


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Source: United Hospital, St. Paul, MN; Cardiovascular Roundtable interviews and analysis.

Next Generation of TFA

Excel

Utilization 2.0 Introduction to

Managing a Team

External

Relationship

Management 2.0

How to Prepare

Client Facing

Deliverables

• Monthly 1 hour

session with member

of PT Delivery team

• Introduction to next level

excel tools like Macros

and Pivot tables

• Overview of the role

Excel plays in our

different product

offerings

• Practice session:

analyzing a large data

set

• Monthly 1 Hour

Session with member

of MA Management

team

• Overview of what it

takes to manage a high

performing team

• Firm specific case

studies from past

examples of exceptional

leadership

• Monthly 1 Hour session

with member of

Account Management

team

• How to conduct face-to-

face member interactions

• Best practices for leading

a client meeting

• How to handle next level

difficult questions

• Monthly 1 hour

Session with member

Content Marketing

team

• Overview of what goes

into making a

deliverable

• Introduction to how to

format an external

presentation

• Practice session:

crafting a one pager

Building

Relationships Managing time

and Priorities Delivering

Results

Communication

and

Professionalism

Elevating Core Competencies at the 9 Month Tenure


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Forecasting Annual Cost of Attrition

Attrition Rate Annual Cost of

Attrition

Annual Savings

Opportunity

25% $ 683,427

--

23% $ 629,472 ( $ 53,955)

21%--Industry Average $ 575,517 ($ 107,910)

19% $ 521,563 ($ 161,864)

17% $ 467,608 ($ 215,819)

15% $ 413,653 ($ 269,774)

2445 M Street NW, Washington DC 20037

P 202.266.5600 │ F 202.266.5700 │ advisory.com

Kalane Abbey NASA R&I, Senior Marketing Associate

[email protected]

Kendall Eilo Revenue Cycle, Senior Marketing Associate

[email protected]

Rob Gilmor Clinovations, Senior Marketing Associate

[email protected]

enhancing the senior associate role - bdi final

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