As a marketing team leader your success depends on your ability to create and maintain a capable team. In this online course, Drew Boyd, marketing consultant and professor, discusses the importance of having a competency model for marketing. And he highlights the vital components to include in a competency model to honestly assess your team and help them grow.
- Marketing is a team sport, and your success depends on your ability to create and keep a competent team. One of your first priorities is to create a model of what a competent marketer looks like. A well-written competency model helps you assess how strong your team is. Here's how you create it. Before you start, see if your company has competency models for marketing. Understand your company's philosophy about them. How comprehensive are they? How and when are they used? When were they last updated? Market conditions may have changed, so they may need a big update.
The starting point for building a competency model is understanding the drivers of your business. Go back to your strategic marketing plan and make a list of the key drivers. Now, review this list with your peers, especially finance and sales, and of course, your boss. Now take this list of drivers and ask the following questions. What are the skills they need to do it? What knowledge must they have? And what dispositions, meaning behaviors, must they have to do it well? Skills, knowledge, and dispositions: an employee must have the right combination of these factors.
These go into your marketing competency model. For example, let's imagine a marketer who is launching new products. Now skill-wise, she must know how to manage projects, write marketing copy, manage external agencies, and deliver training to sales representatives. Knowledge-wise, she has to understand the product, the market, the customer, and the competition. In terms of behaviors, she must be great at persuading and motivating others.
Now, break the skills, knowledge, and dispositions into levels of progression from beginner to advanced levels. I recommend three levels: basic, advanced, and mastery. For example, let's look at knowledge about the competition. At the basic level, a marketer can identify the names of key competitors. At the advanced level, they know the competitor's products and services and how they compare to yours. But at the mastery level, they understand the market positioning of the competitive products and how they're promoting them.
Now here's a tip. Take the competency model and have each team member do a self-assessment. People are surprisingly honest about their abilities. This gives you a great starting point. When assessing your team, consider other tools: performance evaluations and standardized tests like Myers-Briggs, 360-degree feedback, and the DiSC profile can be revealing. So use them. Be sure to involve your HR partner. You may want to create a position on your team that handles this.
Call them your Marketing, Training, and Development Manager. Leading a marketing team is a people job. Great leaders start with a clear and honest assessment of their people to create a best-in-class team.
- Understanding your boss's expectations
- Building relationships
- Knowing your resources
- Defining marketing objectives
- Building a team
- Recruiting the best talent
- Measuring results