MMA is Finland’s Union of Sales and Marketing Professionals (Myynnin ja markkinoinnin ammattilaiset). It’s an organization that promotes the interests of professionals working in sales, marketing and purchasing and MMA serves over 27,000 members in Finland.
Marko Hovinmäki is the Chairman of MMA and is responsible for development, operations and all board related activities. “MMA is an agile and future-oriented organisation having a genuine need to listen to the members and offer them with a real opportunity to participate in decision making”, Hovinmäki states. In addition to letting members have an opportunity to influence, Hovinmäki adds that, “the planning of the future is easier when you have more data available and it’s even better if the data comes directly from people that you care about.”
Science is supporting Hovinmäki’s comments. When individuals are given an opportunity to participate in the decision making or planning process, they are more likely to accept the made decisions even if they were not originally supporting them.
Innoduel was a handy solution that met MMA’s needs, and was used for two different purposes by two different audiences. The first being the MMA Board and second the Union members.
As part of MMA’s future planning the Board members co-created shared views on MMA’s Strengths, Weaknesses, Opportunities and Threats. The four arena results culminated in a face-to-face workshop, which formed a solid basis to take the next steps in the future planning process.
The Union members were invited to give their wisdom in two Innoduel arenas. The two Innoduel arena questions asked were:
- What are your main daily challenges at work?
- What are some of the most interesting sales and marketing topics right now?
The co-created results gave Hovinmäki and MMA very good insight into the challenges and areas of interest their members have. This new insight helped MMA in designing their service offering to meet the needs of their members.
“Easy. Different. Fast. A method that gives answers quickly. A new way to gather customer insight.” This is how Hovinmäki described Innoduel as a digital co-creation tool whilst the Innoduel team also received applause from MMA.
“If you are genuinely interested in your customers, your customer can feel it,” Hovinmäki added.
“Easy. Different. Fast. A method that gives answers quickly. A new way to gather customer insight.”