Improving Team Performance
A Case Study
This case study illustrates the use of Belbin Team Role Theory to analyse a regional sales organisation. The objectives of the study were as follows:
- To develop an understanding of the team culture of the sales organisation and its implications.
- To identify best practice for a particular sales team based on the business context.
- To develop recommendations to improve the effectiveness of the sales organisation.
Method
The main emphasis of the data collection for the study involved compiling a complete set of Belbin profiles for all of the individual sales staff from the region. The profiles provided information on the work style preference for each individual. At this stage the individuals were provided with a feedback report and coaching on how to use their own profile data to improve their effectiveness and thoughts on how to develop their careers.
The second stage of the study involved analysis of the business situation with the various sales managers. Information was collected on the business environment, operating structure and notably, where sales or service teams were felt to be performing well. Anecdotal data was also compiled on teams that had previously under-performed.
The third stage of the review involved combining and analysing the individual Belbin data into their team, country and regional groupings.
Finally the study’s findings and recommendations were reported to the regional group and to the individual managers.
Results
The study based on Belbin Team Role Theory study provided recommendations at three levels:
Regional level: The regional averaged data demonstrated that staff had a strong bias to operate in a particular style. Knowledge of this bias provided an insight into the generic sales strategy that was the best reflection of the sales organisation. This knowledge was then applied to develop a series of recommendations to re-enforce the client’s sales and marketing approach.
Team Level: The analysis of the various teams deployed throughout the region and the discussion with the staff was used to identify the best in class team structures for particular situations, e.g. the teams responsible for maintaining existing established business or those dedicated to addressing new business opportunities. The comparison between these best in class models and all of the existing teams within the region provided the basis of recommendations to improve their effectiveness.
Individual Level: The consultancy service and analysis provided the individual staff with additional elements for their personal development plans designed to improve their effectiveness within teams and/ or as a manager.
posted on 05 Jun 2008