Microsoft UK & EMEA
Project: CRM & Digital Training for Microsoft Academy
Deliverables: Training
Sector: Technology
Client: Microsoft UK, EMEA, LatAm & USA
7 EMEA, LatAm & America Courses with satisfaction scores
>80%
Business issue
Marketing training is often uncoordinated. Marketers typically
attend a number of marketing courses and have to decide how they
use the skills learned within their working lives. Microsoft wanted
to do better - creating a marketing training programme which fitted
with their marketing goals, allowing them to adapt requirements as
commercial imperatives changed, which had a genuine impact on staff
motivation, skills development and marketing effectiveness. They
wanted consistent training across Europe enabling them to transfer
staff between markets seamlessly and share best practice.
Programme content
The Microsoft Marketing Academy was trialled in the UK and was
rolled out across EMEA & LatAm. A balanced curriculum matches
Microsoft's core marketing competences. The training is delivered
by internal experts, the Chartered Institute of Marketing, Henley
Management College and independent industry figures. Participants
can either attend individual courses or sign up for a larger
programme ending with a CIM diploma, using their normal work as
course work. The curriculum now covers 43 courses.
Nick Baggott helped create the Academy programme, sourcing
training partners, fitted the curriculum to Microsoft's Marketing
Competences, developed the Academy proposition, brand and
communications.
Outcome
The Academy has grown substantially since launch and is now a
key component of Microsoft's staff acquisition, retention and
development plan globally. 96% of UK marketers have attended at
least one course. Microsoft has achieved a 12% increase in their
occupational health index score and has been voted in the top 10
companies to work for in the UK. Marketers from 16 different
countries have attended EMEA courses. Nick ran 7 courses, average
delegate satisfaction scores were 79% for these courses, with the
average score for Nick as the Course Leader consistently over
80%.
After the EMEA roll out, the Academy was expanded to cover LatAm
and USA and nick continued to develop programmes for Microsoft as
part of their Global Digital Ignition programme until 2010.