Client Talk: How Telenet and The House of Marketing Crafted a Future-Proof Training Program

In today’s fast-evolving digital landscape, companies need to continuously enhance their internal capabilities to stay competitive. Telenet, a leading Belgian telecom provider, recognized the urgent need to strengthen its digital marketing skills across the organization. In a recent interview, Joris Van Aken, Digital Marketing Lead at Telenet, and Katrien Talpe, Consulting Manager at The House of Marketing, shared insights into their collaboration aimed at increasing digital marketing proficiency at Telenet.

The Initial Challenge: Strengthening Digital Marketing Skills

Joris Van Aken set the stage by outlining the initial challenge: “How can we increase the skills in digital marketing within the company?” This fundamental question sparked the beginning of their journey. The need for digital marketing expertise was pressing, given the rapid changes in consumer behavior and the increasing importance of online channels.

Katrien Talpe from The House of Marketing emphasized the significance of the challenge. “Small question with big impact,” she said, acknowledging that the question was multifaceted and urgent. As Joris pointed out, digital advertising investments were growing, and so was the need for Telenet to ensure its internal teams were equipped with the right skills to thrive in the digital world.

A Stepped Approach to Training and Development

To tackle this challenge, Telenet and The House of Marketing adopted a stepped approach, beginning with a clear identification of the problem. Joris explained, “The briefing was quite generic, and then it was a stepped approach, a stepped plan.” The first step was understanding the specific challenges of upskilling teams in online marketing, followed by defining key topics for the training sessions.

Katrien elaborated on how the collaboration unfolded: “It was very successful. We did it in steps, and every single step gave us opportunities to optimize and make it better.” The phased approach allowed for continuous feedback and improvement, ensuring that the training program was always evolving to meet the needs of the organization.

One of the standout aspects of the collaboration was the partnership model. Instead of a traditional agency-client relationship, Telenet and The House of Marketing worked together as true partners. “We aligned on a setup,” said Joris, emphasizing that the training would be a combination of theory and practical exercises. Internal experts were involved, ensuring that the sessions were relevant and actionable.

The Impact of the Collaboration

The collaboration’s impact on Telenet was clear. Joris reflected, “The fact that we had people trained in digital marketing was one big step.” However, he was quick to point out that the training program was not a one-off event. It was only the beginning of an ongoing journey of learning and development. After the initial phase, Telenet began planning for “refresh sessions” and more in-depth training to ensure long-term change.

For Katrien, the success of the program was evident in Telenet’s commitment to investing in their people—not just in terms of time but also the patience required to implement change. “It’s very nice to see how Telenet really invests in their people,” she noted, emphasizing the importance of sustaining the transformation over time.

Key Takeaways: Working with The House of Marketing in Three Words

When asked to summarize their experience working with The House of Marketing, Joris used three powerful words: “Impact, change, and collaboration.” These three words encapsulate the essence of the partnership and the successful outcome of the training program.

Looking Ahead: The Future of Digital Marketing at Telenet

With the first phase of training complete, Telenet is now focused on ensuring that the skills gained continue to evolve and be applied in the day-to-day operations of its teams. By embedding digital marketing knowledge deeply into the organization, Telenet is positioning itself to stay ahead of the curve in the competitive telecom industry.

In summary, the collaboration between Telenet and The House of Marketing stands as a powerful example of how strategic investment in internal capabilities—combined with a phased, collaborative approach—can lead to long-term success. Through this partnership, Telenet has made significant strides in enhancing its digital marketing skills, paving the way for continued growth and success in an increasingly digital world.