It is widely recognised that marketers need to update their skills and knowledge throughout their careers, but from an organisational perspective it is even more important in a downturn to improve or consolidate business performance. The investment in staff in such times may have an important motivational aspect in staying positive and help retain top talent.
However, the nature of training and career development through qualifications has evolved to become more flexible, focussed on-demand, what we call continuing professional development (CPD)-linked, delivery. Marketing practitioners can rarely afford large blocks of time away from the office and two evenings per week at a college is a heavy commitment. CPD takes on greater importance with the planning and development in a self-managed way that should be relevant to the progression needs of the individual and the organisation.
Professional bodies like the Chartered Institute of Marketing (CIM) and the Institute of Direct Marketing (IDM) place great store on career oriented lifelong learning. CPD can be provided through seminars, workshops, master classes, conferences and exhibitions, in-company development and private study. Distance-learning and interactive digital delivery platforms are also growing in importance as learning vehicles for the time-starved practitioner.
Professionals have had to adapt to the rapid pace of change, especially in embracing and implementing new technologies in all aspects of marketing. The IDM in particular warns of the dangers of skill shortages in the emerging applications of digital media. In the B2B sector development of skills in software applications for prospecting and lead-generation for better ROI becomes more focussed in difficult trading conditions.
Companies like Sage and Siebel have changed the way marketers do business with contact management and CRM software that enables more effective targeting whilst supporting sales people closing leads. Online training through demos, videos and white papers are helping to provide the technical and marketing expertise needed to combat the changing business conditions.
Yes, training is a cost but the benefits of a healthy learning culture are a worthwhile investment in the overall marketing function.
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