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How To Build A Marketing A-Team

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Read this Whitepaper to learn:

An explanation of just-in-time training and how it’ll help your team
The essential roles at which every digital marketing team must excel
How you can expect skills training to assist your team in every marketing function
Suggested learning tracks that will improve your performance in each area

Published in: Technology
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How To Build A Marketing A-Team

  1. 1. 1 How to Build a Marketing A-Team Skills training to get your team current today and tomorrow Learn more at www.grovo.com
  2. 2. 2 Why this matters to you One of the most common challenges reported across the marketing industry today is the need to build a team with the right mix of skills: one that not only succeeds in reaching to- day’s changing market, but also one which is set up to adapt to changes in the future. Because marketing technology evolves constantly, and because skilled digital professionals are difficult to find in any circumstance, building a marketing A-team is only possible by training your existing team in new skills and into new roles. This paper presents Grovo’s plan for how to accomplish that. Read on to learn: • Why just-in-time training is the key to marketing better • The 6 essential roles at which every digital marketing team must excel • How to identify that your team needs skills training • How to train your team in each essential marketing role
  3. 3. 3 Marketing is suffering from an industry-wide shortage of digital skills. Marketers are having a tough time staying ahead of the technological curve these days, and it has nothing to do with their ability as marketers. The digital skills gap — the pro- ductivity-killing divide between an outdated skillset and digital proficiency — afflicts the economy across all sectors, but nowhere has it hit harder than in marketing. 90% of marketers consider themselves under-skilled at digital marketing in 2015,1 and 77% re- port missing skills to be a critical obstacle to overcome.2 Marketers often assume that the easiest way to improve their team’s digital skills is to hire qualified candidates, but that’s easier said than done. The fact is, digital skills evolve too quickly to acquire through hiring alone. Even a compe- tent hire’s skills will lapse if they join a team where skills training isn’t emphasized. Digital Marketing Cyber Security Network Architecture 3D Printing Business Analytics Mechanical Engineering Construction “The challenge for firms and marketers is to seize the opportunity for advan- tage out of the confusion created by accelerating market complexity.” George S. Day Professor of Marketing, and Codirector, Mack Center for Technological Innovation, Wharton School, University of Pennsylvania4 Relative difficulty of hiring by job, 0 - 99 99 49.5 According to hiring data compiled by Wanted Analytics, digital marketing is a harder skillset to hire than network architects, business analytics, cloud computing, or engineering 85 48 42 79 79 60 58
  4. 4. 4 Marketing’s digital skills gap can only be solved by skills training. The right learning solution for your marketing team will be one that delivers quality training quickly and permanently, on an as-needed basis. This is called just-in-time training. Just-in-time means that it’s OK to wake up in the morning and not know everything you’ll need for that day, because you have resources that will deliver when you need them. It means no scrambling or hand-holding to ensure your team is getting up-to-date answers. Instead of struggling to recruit talent with hard-to-find digital marketing skills, build your own A-team. Here are the six essential role-based skillsets that every team needs — along with how they’ll look when aided by just-in-time skills training. 87% of companies feel that digital skills training is a competitive advantage.5
  5. 5. 5 The 6 essential skills for every complete marketing team Market Knowledge Audience Reach Team Alignment Project Management Management External Communications
  6. 6. 6 Management Role description: Marketing managers deal with the converging needs and desires of the team, the stakeholder, and the boss. They trade on institutional knowledge best gained from experience. They should be able to create marketing plans, delegate, and anticipate new tech trends to stay atop. No manager can be too skilled or too well trained. Training will benefit your team if: How just-in-time-training will provide management support: Possible learning topics: • Team is disorganized and has outdated skills • Marketing plan lacks vision • Brand lacks sufficient identity • Manager hasn’t undergone skills training lately • Team can train on the job to re- duce reliance on a manger • Planning tools will assist fore- casting • Creativity tools augment the creative process • Manager can continue to grow conveniently • How to pick an appropriate LMS • Task management, email com- munication • Market trends analytics • Leadership training
  7. 7. Training will benefit your team if: How just-in-time-training will provide management support: Possible learning topics: 7 Market knowledge Role description: Knowing exactly who you’re marketing to is both an art and a science: there are the objective, sometimes revelatory findings of data-driven market segmen- tation, and the more intuitive understanding of the market best gained by experience. Blending it all means you know your market and what they want. • You don’t know why people buy your product, or how to scale it • Our content is good, but it has little impact • We rely on “instincts” when de- ciding who our target market is • Deepens your understanding of how to identify leads with data • Trains on how to identify what marketing content works • Helps identify the appropriate market through culling good data • Quantitative and qualitative market research • Understand the metrics aggre- gated by your marketing soft- ware and CMS • How to use source reporting to qualify potential leads
  8. 8. Training will benefit your team if: How just-in-time-training will provide management support: Possible learning topics: 8 Team alignment Role description: Everyone on a well-functioning team is clear about where projects stand and who owns what. Ideas and critiques are freely shared. Communication within the team is airtight and clear. Projects involve the right people and are completed with little confusion or wasted work. • Project outcomes don’t have clear owners • It’s unclear where a project is across and up/down • Interpersonal communication could be better • A better understanding of com- munication channels means they’ll be used appropriately • Projects will be completed more effectively and transparently • Team will learn and apply basic conflict resolution principles • Grovo’s digital etiquette compe- tency • Tutorials on collaboration soft- ware to brainstorm and keep track of contributions • Online teamwork training
  9. 9. Training will benefit your team if: How just-in-time-training will provide management support: Possible learning topics: 9 External communication Role description: Speaking with a key stakeholder, whether a client or manager, should be an enjoyable experience for both of you. You should be confident and armed with results; they should be happy with what they see, and with you. To achieve this, you need to under- stand their expectations and show successful outcomes. • Stakeholders do not always accept your recommendations • Stakeholders do not appreciate results • Expectations chnage often and can be unrealistic • Instructs how to keep lines of com- munication open in a positive way • Improves your evidential case with better metrics reporting • Allows you to better convey what’s possible and how you can do it • Business etiquette intensive • Building presentations using data analysis • Public speaking to project confi- dence and clarity
  10. 10. Training will benefit your team if: How just-in-time-training will provide management support: Possible learning topics: 10 Audience reach Role description: You may know who your target audience is, but are you able to reach them? They need to be engaged and come to your brand. This means marketing through all the channels at your disposal—social, organic search, advertising, email—with good content. • Content isn’t as strong as com- petitors; is not widely seen • You hold your breath whenev- er your brand is mentioned on social media • All marketing channels are not being engaged with as well as you’d like • Improves content through channel-specific instruction • Drives user engagement and social conversions • Trains on the appropriate uses for each digital channel to focus your marketing efforts • Content-creation overviews, in- cluding good writing and chan- nel-specific best practices • Cross-channel social media mar- keting competency • How to’s on email marketing; advertising; SEO; and any other channel
  11. 11. Training will benefit your team if: How just-in-time-training will provide management support: Possible learning topics: 11 Project management Role description: Keeping everyone on schedule and understanding what’s due is not al- ways easy. Urgent deliverables get added onto completed ones, deadlines flex until they break, and attention gets diverted to the squeakiest wheels. The way to manage this is with a good process centering around organization tools. • There are too many projects; stakeholders don’t know what to expect • People often have to multi-task due to bad planning • Deadlines are routinely missed • Train in tasking software that will keep everyone organized • Help with prioritization and efficiency • Refresh attention management techniques to keep you focused • Project management tools: Basecamp, Asana, etc. • Productivity software across platforms • Grovo’s attention management competency
  12. 12. 12 The most important skill is knowing how to train. Digital marketing is evolving faster now than ever before. Amid constant change, having a perfect digital skillset is impossible. Even if you do think your knowledge is “complete,” the accelerating evolution of digital technology means that it’s only complete for today. The only digital marketing skill you can keep forever is knowing how to acquire new digital marketing skills. Know when to recognize your need to train — and what to expect out of a successful training solution. Train as a protocol, hire marketers that are enthusiastic to learn, and always seek to adapt to new market complexities. That’s the secret to building a marketing A-team.
  13. 13. 13 Grovo is the quickest, simplest way for organizations to train their teams. The cloud-based platform features an in- tuitive, easy-to-use interface to create, deliver and track training, as well as a customizable library of 5,000 highly effective, one-minute video lessons covering 170 Internet tools, digital applications, and professional topics. Grovo provides a science-backed microlearning methodology to teach the critical skills for today’s fast-moving world. Learn more by visiting Grovo.com or contact us at: 3 Park Avenue, 30th FL New York, NY 10016 (212) 924-2579 contact@grovo.com
  14. 14. 14 References 1. Spitzer, Morel, Buvat, and Subrahmanyam. “The Digital Talent Gap: Developing Skills for Today’s Organizations.” The Digital Talent Gap (2013). Capgemini Consulting. 2. Fitzgerald, Michael, Nina Kruschwitz, Didier Bonnet, and Michael Welch. “Embracing Digital Technology.” MIT Sloan Management Review, 7 Oct. 2013. 3. The Wanted Analytics Hiring Scale. https://www.wantedanalytics.com/features 4. Day, George S. “Closing the Marketing Capabilities Gap.” Journal of Marketing 75.4 (2011): 183-95. American Mar- keting Association. 5. Spitzer, Morel, Buvat, and Subrahmanyam. “The Digital Talent Gap: Developing Skills for Today’s Organizations.” The Digital Talent Gap (2013). Capgemini Consulting.

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