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Harvard Case - Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (A)

"Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (A)" Harvard business case study is written by Linda A. Hill, Emily Tedards. It deals with the challenges in the field of Organizational Behavior. The case study is 29 page(s) long and it was first published on : Mar 20, 2023

At Fern Fort University, we recommend that Google Ads implement a comprehensive strategy to address the challenges faced by the SAIL program. This strategy should focus on enhancing team dynamics, fostering a culture of innovation, and ensuring alignment with the overall Google Ads strategy.

2. Background

This case study focuses on the Sales Acceleration and Innovation Labs (SAIL) program, a team within Google Ads tasked with developing innovative solutions for advertisers. The program faced challenges in its early stages, including:

  • Lack of clear direction and purpose: The team lacked a defined mission and goals, leading to confusion and misalignment.
  • Poor team dynamics: The team lacked cohesiveness and communication, resulting in internal conflicts and a lack of collaboration.
  • Limited resources and support: The team struggled to secure necessary resources and support from other departments, hindering their progress.
  • Resistance to change: Some members of the team resisted new ideas and approaches, hindering innovation and experimentation.

The main protagonists of the case study are:

  • Shantanu Narayen: The CEO of Adobe, who was brought in to provide guidance and mentorship to the SAIL team.
  • The SAIL team: A group of diverse individuals with different backgrounds and skill sets, tasked with developing innovative solutions for advertisers.

3. Analysis of the Case Study

Framework: This analysis utilizes a combination of frameworks to provide a comprehensive understanding of the challenges and opportunities facing the SAIL program.

  • Organizational Structure and Design: The SAIL team lacked a clear organizational structure and reporting lines, leading to confusion and inefficiencies.
  • Organizational Culture: The existing culture within Google Ads was not conducive to innovation and experimentation, hindering the SAIL team's progress.
  • Team Dynamics: The team lacked cohesiveness and communication, leading to internal conflicts and a lack of collaboration.
  • Leadership Styles: The lack of clear leadership and direction from the team's manager contributed to the challenges faced by the SAIL team.
  • Motivation Theories: The team lacked intrinsic motivation and a sense of purpose, leading to low morale and reduced productivity.
  • Change Management: The team struggled to implement change effectively due to resistance from some members and a lack of communication and support.

Key Findings:

  • The SAIL program faced significant challenges due to a combination of organizational, cultural, and leadership issues.
  • The lack of a clear mission, purpose, and structure hindered the team's ability to function effectively.
  • The team lacked cohesiveness, communication, and a shared understanding of their roles and responsibilities.
  • The existing organizational culture within Google Ads was not conducive to innovation and experimentation.
  • The team's manager lacked the necessary leadership skills to effectively guide and motivate the team.

4. Recommendations

1. Define a Clear Mission and Purpose:

  • Develop a clear and concise mission statement for the SAIL program, outlining its goals and objectives.
  • Align the SAIL program's mission with the overall Google Ads strategy.
  • Communicate the mission statement effectively to all team members and stakeholders.

2. Establish a Strong Team Structure:

  • Define clear roles and responsibilities for each team member.
  • Establish clear reporting lines and communication channels.
  • Create a cross-functional team with representatives from different departments to ensure collaboration and knowledge sharing.

3. Foster a Culture of Innovation:

  • Encourage experimentation and risk-taking.
  • Create a safe space for team members to share ideas and feedback.
  • Implement a system for recognizing and rewarding innovation.
  • Provide access to resources and support for team members to pursue innovative ideas.

4. Develop Effective Leadership:

  • Provide the team's manager with leadership training and development opportunities.
  • Encourage the manager to adopt a participative leadership style and empower team members.
  • Implement a mentoring program to provide support and guidance to the team's manager.

5. Enhance Team Dynamics:

  • Implement team-building activities to foster trust and collaboration.
  • Encourage open communication and active listening.
  • Conduct regular team meetings to discuss progress, challenges, and opportunities.
  • Provide opportunities for team members to learn from each other and share best practices.

6. Implement a Change Management Strategy:

  • Communicate the need for change and the benefits of the SAIL program effectively.
  • Involve team members in the change process to build buy-in and ownership.
  • Provide training and support to help team members adapt to new processes and technologies.
  • Celebrate successes and recognize the contributions of team members.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  • Core competencies and consistency with mission: The recommendations align with Google's core competencies in technology, innovation, and advertising, and support the overall mission of Google Ads.
  • External customers and internal clients: The recommendations aim to improve the SAIL program's ability to deliver innovative solutions that meet the needs of advertisers and internal clients.
  • Competitors: The recommendations help Google Ads stay ahead of the competition by fostering a culture of innovation and developing cutting-edge solutions.
  • Attractiveness ' quantitative measures if applicable: The recommendations are expected to lead to increased revenue, improved customer satisfaction, and enhanced employee engagement, resulting in a positive return on investment.

6. Conclusion

By implementing these recommendations, Google Ads can transform the SAIL program into a highly effective and innovative team. This will require a commitment to change management, leadership development, and fostering a culture of innovation. By addressing the challenges faced by the SAIL program, Google Ads can strengthen its position as a leader in the advertising industry.

7. Discussion

Alternatives not selected:

  • Dissolving the SAIL program: While this option would eliminate the current challenges, it would also eliminate the opportunity to develop innovative solutions for advertisers.
  • Continuing with the status quo: This option would maintain the current challenges and hinder the SAIL program's potential.

Risks and key assumptions:

  • Resistance to change: Some team members may resist the proposed changes.
  • Lack of resources: The implementation of the recommendations may require additional resources.
  • Time commitment: The implementation of the recommendations may require a significant time commitment.

8. Next Steps

Timeline:

  • Month 1: Define mission and purpose, establish team structure, and implement team-building activities.
  • Month 2: Provide leadership training and development opportunities for the team's manager.
  • Month 3: Implement a change management strategy and begin fostering a culture of innovation.
  • Month 4: Monitor progress and make adjustments as needed.

Key Milestones:

  • Increased team collaboration and communication.
  • Improved team morale and engagement.
  • Development and implementation of innovative solutions for advertisers.
  • Alignment of the SAIL program with the overall Google Ads strategy.

By taking these steps, Google Ads can ensure the success of the SAIL program and unlock its potential to drive innovation and growth.

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Case Description

In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The purpose of SAIL was to offer testing and incubation services for individuals within Google Ads who were developing new advertising products, services, and go-to-market strategies. When Ana began her new position, she inherited two programs that had been initiated in the core business but had stalled. After researching previous innovation endeavors within Google Ads, Ana and her team started establishing a team culture, procedures, methodology, and metrics to carry out rigorous and disciplined sales innovation across their globally dispersed team. Over the following two years, the SAIL team encountered and overcame numerous challenges related to vetting ideas, managing communication with internal and external stakeholders, adapting experiments with agility, and graduating programs into the core business. In 2020, SAIL received a $1 million budget and was expected to initiate two new innovation programs by Q3 2020. The SAIL team was in the process of developing a new idea-intake process when Ana was assigned to a six-month rotation in a new role. Soon after, COVID-19 began to upend economies across the globe, and some team members became concerned about SAIL's future. Prior to transitioning to her new position, Ana was determined that SAIL establish its intake process and had to select one of two proposals to implement.

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