The world of B2B marketing is constantly changing – new channels, new strategies, new processes, and in some cases new legislation. So, how do modern marketing teams keep up? Are they keeping up?
Apparently not as well as hoped. According to a recent report by B2B Marketing, 70% of B2B marketers believe there are noticeable skills gaps in their team. With such widespread changes in B2B marketing it is unsurprising that some organisations are unable to keep up with developments and perform at an optimum level.
Given that the C-Suite in an organisation needs to have confidence in their marketing department’s ability to generate results before they’ll allocate suitable budget; what is the solution to marketing skill gaps?
B2B Marketing Training and Development
Well, really there are two options. The first potential solution is training and development of staff to make sure they are up to date with the latest industry developments. The obvious reason that this may not suit every business is because of time and money. In the current economic climate, few companies have the capital to invest in a structured learning and development programme. For the organisations that do have budget, they may not have the free time to dedicate to staff training and may simply prefer to have ‘all hands on deck’. And some organisations may simply not have enough staff to cover all of the new industry developments regardless of training budgets – a small team of individuals can only do so much.
Outsourcing B2B Marketing Requirements
The other potential solution is to outsource either all of the business’ marketing requirements or simply use external specialists to bolster the current in-house workforce. This can be more of a common solution as it means an organisation always has access to experts in each particular field (e.g. social media, marketing automation and data analysis). With 97% of marketing managers believing that marketers need to have more skills to survive in the modern marketing world; but having little time and money available to train and develop them, outsourcing is a cost-effective solution.
Skill Gap Identification
Before any of the solutions mentioned above can even be considered, it’s vitally important for an organisation to identify where the skill gaps are occurring in the marketing team. Only by identifying a problem is it possible to start addressing possible solutions. We’ll soon be releasing a tool that helps you calculate the strength of your B2B marketing team, but to find out more about marketing skill gaps in the meantime…