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Development Needs Analysis (DNA)

Benchmarking your team against the best-practice

Development Needs Analysis (DNA) is a new web-based analytic tool created by The Chartered Institute of Marketing (CIM) to identify skills gaps and development needs in teams and individuals - helping you to achieve maximum potential from your marketing team.

With individuals at different stages of development and with different competencies needed for their roles, identifying training needs across an organisation can often become a complex and reactive process. DNA can support Senior Managers, Human Resource and Learning and Development professionals through the full process - from identifying initial learning needs to post-training evaluation. Through completing interactive online practical scenarios, DNA will visually show you the level of competency each member of your team has reached. It is fully customisable and flexible to your organisation's structure, specific job roles and even branding.

Using DNA will allow you to:

Match training to development needs - Your team members complete practical scenarios relevant to their role. Their needs are then analysed and matched to specific training programmes that Alternatives can offer in conjunction with or your own internal training programmes.

Gain more value from training budgets - DNA can match cross-organisation training needs and recommend team or customised solutions, resulting in an effective and efficient use of your training budget.

DNA is the only team development tool researched and mapped against the Professional Marketing Standards and the MSSSB National Standards. You are therefore ensuring your team members are benchmarked against best-practice in the profession. Here are some of the benefits of using DNA to develop your marketing and sales teams:

• Identify areas of strength - DNA allows you to benchmark internal strengths that can be exploited. Mentoring, coaching and job shadowing opportunities can be identified to upskill other team members.
• Ease of reporting - Planning and implementing a skills audit and the development that follows can be a time-consuming task. DNA takes this work away from you, consolidating and prioritising the results and recommending outputs.
• Designed for every level - DNA is designed for every level, from support through to management, so every member of your team or teams will benefit.
• Easy to integrate - Being a web-based system means there are no license fees. DNA is easy to integrate into your current learning, development and appraisal processes, and to roll out to your staff

See the DNA tool in action!

If you would like to find out more about DNA for your team, or you would like to get a live demonstration then please call Sandra Lawler, on 01 406 47 27.