In the not too distant past, B2B marketers were responsible for branding and communication. They created advertisements, brochures and publications and set up booths at events.
The skills required did not change too often. But ROI was incredibly difficult to track, and marketing was seen as a function that “had to be done.” Whenever an organization’s finances were tight, Marketing was the first in the line of layoffs.
Then the web was born … and everything changed.
Today’s marketers are responsible for technology, demand generation, branding, communication, PR, AR, content generation, thought management, sales facilitation and more. Company executives expect marketers to monitor the impact of these efforts on pipeline revenue.
Marketing teams are responsible for proving the huge number of pipelines put into business; yet these teams are working harder than ever.
More than half of marketers (53.8%) say they do not have any academic or professional qualifications related to marketing, according to a survey shared by MarketingWeek.com. Moreover, only 32.2% of those with a marketing degree found it very useful.
And no wonder: marketing is changing at lightning speed. In addition to whether regularly emerging new strategies and platforms are strategically suitable for the company (think TikTok and Clubhouse), marketers also have the resources and budget to implement them.
No other department in your organization needs regular, defined, and measurable training in the same way as marketing.
Impact of strategic non – training of the marketing team
Looking at overall business challenges, organizations see the cracks in their marketing teams and the ways in which these cracks affect their business as a whole.
Marketing teams have the highest turnover of any of the organization ‘s functions and the term of the common market organization is shockingly low compared to their C-Suite peers.
Other challenges include organizations’ inability to differentiate themselves from competitors, poor quality leads, longer closing times, discount sales, poor customer retention, sales and marketing inequalities, and inability to measure marketing effectiveness.
Despite all this knowledge, organizations seem to want to make the same coordinated effort and investment they have in training their sales teams to train their marketing teams.
Both are part of the organization revenue generation engine. Moreover, marketing sets an external narrative for the whole company.
Here is a brief breakdown of the challenges mentioned earlier:
- Marketing team turnover pays your company a significant amount of retraining and retraining processes, not to mention the knowledge that is lost when someone leaves.
- Differentiation is a problem of positioning, messaging and branding; the marketing team usually leads the differentiation strategy.
- Poor lead quality is a direct result of the efforts of the demand generation team.
- Longer time to close means that your prospects see no value in prioritizing your solution. Improving it takes effort between marketing and sales – but guess who delivers sales stories?
- Price wars I suggest you position your products correctly or have not found the right market segment.
- Poor customer retention is usually a customer experience issue; Marketing is often asked to lead CX.
- Sales and marketing mismatch can ruin your B2B pipeline and transactions.
- Inability to measure marketing effectiveness (or measure the right things) leads to redundancies, budget cuts and chaos in the marketing team, which can become a vicious circle leading to a drop in profitability.
It is clear that all these issues involve a number of factors and could be discussed at length, but hopefully it is clear that marketing teams…
- You are being asked to do a lot
- Directly affects the company’s revenue and growth
- You are under more pressure than other teams in your company to learn new things and quickly determine if those things fit into your overall strategy.
- Is your company’s share the most visible on the market
Then why don’t we give to marketers the tools and training they need to succeed?
Even if you think you are training your marketing team …
In most organizations, marketing team training works like this: marketing managers are given a small budget for staff development and they allocate that budget among team members, leaving it up to each individual to decide how to spend it. Team members can go to an event or take a class … and that’s the scope of their training.
Do you see any problems in this scenario?
- First, this type of learning is not strategically aligned with the goals and objectives of the company (or perhaps even the goals of the marketing team); it is more focused on personal growth than on it team growth.
- Second, there is no way to know if the time and money spent, despite this small amount, will affect your marketing efforts.
- Third, because it is a bottom-up approach to education, there is no way to know if your team members are learning the same methodology. They may return to training with conflicting approaches.
Another common scenario is for the leader to bring the team together to learn something new in the workshop. Although this is a more strategically thought-out solution, it does not solve the need for continuous learning over time. Nor does it help team members to grow in areas where they are weak, or to measure how they progress in their knowledge.
There may be many variations in these scenarios, but the general issue is that you are likely to spend a huge amount of time and energy formally training your sales teams and wondering why you are not seeing the results you want.
The answer to the “why” is that the same dedicated and rigorous training that is applied to your sales team must be applied to your marketing team as well.
Estimates study paths, modern learning methods in different media and the careful measurement of its training and its impact, as well as its impact on business, are critical to solving today ‘s biggest B2B business problems.
I argue that marketing has more Impact On Your Business As Sales. Your marketing team members are the first voices your potential customers hear. The customer experiences offered by marketers and their stories provide the foundation on which your sales team sells.
Train your marketing team to be rock stars who we know they can be.