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1
How to Build a Marketing A-TeamSkills training to get your team current today and tomorrow
Learn more at www.grovo.com
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Why this matters to youOne 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
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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ductivity-killing divide between an outdated skillset and digital proficiency — afflicts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.
DigitalMarketing
CyberSecurity
NetworkArchitecture
3DPrinting
BusinessAnalytics
MechanicalEngineering
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. DayProfessor 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
4842
79 79
60 58
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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
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The 6 essential skills for every complete marketing team
MarketKnowledge
AudienceReach
TeamAlignment
ProjectManagement
Management
ExternalCommunications
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ManagementRole 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 benefityour 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
Training will benefityour team if:
How just-in-time-training will provide management
support:
Possible learning topics:
7
Market knowledgeRole 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
Training will benefityour team if:
How just-in-time-training will provide management
support:
Possible learning topics:
8
Team alignmentRole 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
Training will benefityour team if:
How just-in-time-training will provide management
support:
Possible learning topics:
9
External communicationRole 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
Training will benefityour team if:
How just-in-time-training will provide management
support:
Possible learning topics:
10
Audience reachRole 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
Training will benefityour team if:
How just-in-time-training will provide management
support:
Possible learning topics:
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Project managementRole 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
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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.
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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
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References1. 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.