This document contains a marketing skills matrix to help determine the required skills of a marketing team and identify any gaps. The matrix lists marketing skills across three levels - low, medium, and high - for both strategic and tactical skill types. A second page allows documentation of any current gaps in the marketing team's skills.

1. Marketing Skills Matrix
Purpose
This tool was designed to help you increase the skill set of your marketing team. Use this
matrix to determine required skills and the next page to document current gaps.
Level of Difficulty
Low Medium High
Simple Strategic Skills Developing Strategic Skills Advanced Strategic Skills
• SWOT Internal Analysis • Business Case Writing • Business Alignment
• STEP Industry Analysis • Core Competency Review • Strategic Planning
Strategic
• Competitive Analysis • Interviewing Skills • Project Prioritization
• Job Description Writing • Segmentation • Setting Objectives
• Department Goal Setting • Product Positioning • Business Case Analysis
• Market Requirements • Department Leadership • Brand Scorecards
• Sales Growth Team • Web Marketing • Change Management
Type of Skills
• Advertising Copy • Product Management • Succession Management
Simple Tactical Skills Developing Tactical Skills Advanced Tactical Skills
• Activity Reporting • Lead Scoring • Vendor Consolidation
• Case Study Development • Consultant Evaluation • Branding Alignment
• Competitive Analysis • Skills Assessments • Build vs. Buy Analysis
• Customer Profiling • Campaign Planning • Selecting Metrics
Tactical
• Key Account Planning • Requirements Gathering • Website Redesign
• Customer Satisfaction • GAP Analysis • Tradeshow ROI Analysis
• Individual Goal Setting • CRM Administration • Post-Project Evaluation
• Performance Reviews • RFP Development • Requirements
• Sales Analysis • Project Management Prioritization
• Sales Collateral • Market Segmentation, • Managing CRM System
• Event Planning Targeting, & Positioning • Marketing Analytics
• Press Release Writing • Delivering Sales Training • Product Marketing

2. Marketing Skills Gaps
Level of Difficulty
Low Medium High
Simple Strategic Skills Developing Strategic Skills Advanced Strategic Skills
• Competitive Analysis • Vendor Selection • Dashboard
• Development
•
Strategic
•
Type of Skills
Tactical
Simple Tactical Skills Developing Tactical Skills Advanced Tactical Skills
• Database De- • Lead Scoring Definition • Website Redesign
duplication Project
•
•