Pearson Mission: 

Efficacy

Tuesday January 25, 2014Tania Sterling

Goals of the Session

1. to raise awareness around both past and future marketing issues  (including efficacy twitter feeds to follow)

2. to discover how to use the efficacy tools (books & websites) and thought leadership program (including 8 big questions)

3. to brainstorm how we can talk to customers about efficacy and segment our customer base (facilitated with Marina)

&Past

Future Efficacy Marketing

1&

Our commitment to reporting our impact on learner outcomes

“Pearson’s purpose is to help people make progress in their lives through learning. So, we better be sure that we can demonstrate [our products deliver a] measurable impact on learning outcomes.

“[By 2018] we will, in a rigorous and externally audited way…[publicly] report on [how our products and services improve] learner outcomes.”

John Fallon Nov 15, 2013

How are we helping millions to improve their lives through learning?

Our previous business map…

Inputs

•Inputs

•Products

Existing

Offerings

New

NewExisting Pearson Impact

Our new business map…

Existing

• Inputs

• Products

• Outcomes

• Services

Offerings

New

Program Solutions

New digital content

Offerings

New

Existing

Offerings

New

NewExisting Pearson Impact

Pearson’s PUBLIC Efficacy Launch

Press Release (both languages):•CNW and corporate and divisional sites

Stakeholder Letters sent to Key Customers-School & HED•School •HED

Playbook (School Internal Site for Reps and Managers)•Press Release, PPT Presentation Template, 2 Brochures, FAQ, Email Stem, Backgrounder

Website-School•Links to press release, video, and efficacy sites in news section and feature on rotating banner

Social Media•Tania to tweet out links to her PLNs #learningoutcomes @MichaelBarber9

Posters•Devin printed out and posted posters around building

Senior Team Briefing•AM briefed school senior manager and sales manager team November 13th. 

November 15th, 2013

On November 15th, Pearson launched a dedicated website:

•outlining the company’s focus on efficacy and commitment to put the learner at the heart of the global strategy.

•An interactive version of the efficacy framework also features on the website.

http://efficacy.pearson.com

The response to the external communication of efficacy has been largely positive

“That’s an enormous commitment and if they really follow through, it gives me some confidence that this is not merely a marketing ploy.”

Feedback from education leaders

“Pearson’s brightest possible future is not as a company that designs educationally effective products, but as one that facilitates conversation and research about efficacy within the broader academic community.”

“At face value, it’s a bold move because it moves the content of education from being critically reviewed by experts to an empirical review,…. It’s the transition from, 'This is a great book’ to ‘This material really works.’ ”

To report audited learning outcomes measures and targets alongside financial accounts, covering the whole business by 2018.

Our commitment

Daniel Willingham Michael Feldstein

Presentation Title runs here l 00/00/0015

Facilitating conversations with global education leaders could fundamentally change the perception of Pearson

• We convened a group of ~100 education leaders from the public, private, and non-profit sectors to share efficacy and discuss learner outcomes

• The event was very well received, with attendees providing feedback on the framework and on their changed perceptions of Pearson

Excerpt of the conversation at the MIT Media Lab - December 10, 2013

“"My esteem for Pearson was raised considerably.”

“This was a fascinating experience. I hope… that Pearson continually engages us this way.”

- Attendee comments

Future Marketing of Efficacy in Canada

Re-launch Efficacy in Canada

Present at educational conferences

PAID MEDIA: • (G&M, Macleans, Educational Publishing outlets, ie., Professional

Speaking, etc…)

CREATE COMMUNITY AROUND EFFICACY• MOOC?

 

System Reform &

Innovation

Pedagogy & Educator Quality

This requires a deep, research-based understanding of what works in education

Areas of focus for research based on

unmet learner needs

8Digital and Adaptive Learning

Measurement & Assessment

Institutional Improvement

Access for All Knowledge &

Skills

Learning Science

Thought Leadership Papers & Research

How to use the efficacy tools in your roles

2

Embedding efficacy into our conversations with clients is critical to ensuring the product’s success

• We believe that improving students outcomes is much more likely to succeed when Pearson and clients have a meaningful conversation about what learners need, as well as how to best deliver that

• Where salespeople work – face-to-face with clients – is precisely the place where that conversation happens, and where progress on outcomes begins

Choose Your Own Adventure

30 minutes

Talking with customers about efficacy

3

I have heard this term “efficacy” – what does it actually mean?

Pearson: A measurable impact on improving someone’s life through learning.

Dictionary: The ability to produce a desired or intended result.

Put simply…

It’s all about products that improve results and measurable outcomes for learners.

Integrating efficacy into the sales process

Pre-QualifyPre-Qualify DiscoveryDiscovery QualifyQualify Define Define SolutionSolution PresentPresent CloseClose Account Account

ManagementManagement

What:  Goals and ObjectivesWhat are the top 2-3 priorities within the [district]?

Who: Org ChartWho within the [district] has been tasked to address the priorities?

How: Access    Are the district contacts accessible? Do I need a sponsor to get a meeting with the decision

maker? 

Confirm Goals and Objectiveex: I found the following [X number] of items are a priority for you, I’d like to discuss them further.

Validate Current SolutionsWhat kind of impact has it made? And what are the gaps in the current solution?

Confirm customer motivation to consider a new solutionAssess the customers’ appetite to address the problem? Is this a priority?

 

Define Decision Making CriteriaWhat are the top 2 to 3 things that are important to you?

Identify Decision Making ProcessWhat’s the next step?

Uncover Compelling EventWhat are the factors driving this need at the present moment?

 

Outline Solution with CustomerConnect benefit and value

Define Ability to ExecuteDo we have the expertise and the right process, people, or product to deliver?Does the customer have the right things in place to execute?

Resource AllocationWhat are the resources I need to pull together to successfully respond to customer?

Communicate SolutionArticulate payoff and impact

Differentiate SolutionWhat’s my special sauce?What are the unique aspects of the solution?

Roadmap for SuccessWhat are the key imperatives required to achieve our desired outcome?Here are the three things you need to know…

 

Surface Concerns or BarriersWhat are the possible roadblocks that will prevent the customer from moving forward?

Finalize AgreementWhat are the terms, conditions, and processes?

Discuss Next StepsWhat are the actions we need to take to launch?

 

ImplementationWhat are the essential elements required for fidelity of implementation?

Build and Extend RelationshipsWhat is the experience of my existing customers? And how can I leverage my relationship equity to serve others?

Identify Additional Customer PrioritiesWhat are the actions we need to take to advance?

 

Pearson’s 7 Step Solution Selling Process

We want to work with external

partners to improve and scale efficacy

• Scale efficacy reviews beyond Pearson products and services, and think about how they can apply more broadly

• Partner to put learner outcomes at the heart of other education organizations

• Contribute to a growing public conversation on outcomes in business and government

• Build communities, partnerships and relationships that will help us achieve our goals for learners

• Learn from others and get feedback to improve our approach for the future

We need to work together to make learner outcomes a reality for all

What outcomes are you trying to achieve?- Set clear efficacy goals- Give your people the incentive to focus on outcomes

What’s the evidence?- Develop products underpinned by research- Build and use effective data systems

What’s the plan?- Make delivering outcomes a core part of your strategy- Take an open approach- Employ iterative and agile processes

What’s the capacity to deliver?- Talk to your customers and understand their students’ needs- Train your students, teachers or others to use your product effectively- Shape the debate with influential stakeholders

Our commitment – what it means for us

• We will review all our products, services, investments and acquisitions to ensure they improve learner outcomes

• We will build and share a global bank of evidence on best practices in education

• We will publicly report our impact on learning outcomes, and set targets for improvement, across our business by 2018