I’ve been trying to hammer away at the point that the B2B Team’s marketing tech skills need to be built based not only on immediate and short term needs, but the intermediate and long range needs as well, and that the Marketing Leader needs to anticipate these required skill sets.
What does the Marketing Leader need to examine so as to make this assessment?
1) The Technology Landscape – It’s a fast and furious environment right now, and there’s a constant flow of innovation tumbling out of start-ups. However, it’s not impossible to see the big picture and understand where skills need to be propped-up, e.g., we know Predictive is becoming huge, but that’s not an area that has appeared out of nowhere…we’ve been talking about it for over 18 months.
2) Competition – Your competitors are also impacting your skills assessment. What are they using, and how are they using it. It’s very difficult to hide technology, so with a bit of elbow grease, you can gain great insight into what has been adopted…and from there take some educated guesses as to what they will next do.
3) Internal –That pressure is coming from three areas: Sales, the CEO and the CIO. And each viewpoint is a bit more short term than the aforementioned. Sales wants anything that can help them close more NOW. The CEO? That conversation usually starts off with “Have you heard about…”. Yeah: you’ve got to deal with it. And the CIO’s knowledge of the marketing function often discounts any suggestion (as well as knowledge of your plans). But each audience deserves a response, and more often than not the appropriate response is one that poses the question as to how the suggestion fits into your long term plans. Of course, you better have long term plans, otherwise you haven’t a leg to stand on.
The moral of the story: layout your required skills as a function of the short, intermediate and long term assessment of the technology landscape and your competition (and take the internal “suggestions” with a grain of salt).
Tomorrow: staffing alternatives.
Marketing Technology…NOW!
Have a comment? Email it to info@ineomarketing.com or comment below. I’ll publish it here.
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