Mapping Marketing Competencies

Companies today want to apply more business discipline to developing and evaluating their marketing personnel. In response, Kotler Marketing Group works with clients to define and develop marketing competencies customized to their business and organizational needs.

Armed with a well-defined set of marketing competencies, companies and individual employees are able to guide decision-making in the following areas:

• Job Performance: What are the specific skills that marketing personnel need to be successful? How do these skills vary across businesses, job functions and grade levels?
• Career Development: What marketing skills do individuals need to master to advance their careers?
• Recruitment & Selection: What marketing skills and experiences should potential employees exhibit?
• Succession Planning: What is the right progression of responsibilities and skills within an organization?

Ultimately, an effective set of competencies offers individual contributors and managers a roadmap of where people are going in the organization. Employees can create their own path by choosing which skills to master over time, and then work with their managers to create that path. This helps motivate employees and reduce turn-over. It also allows managers to see their organization from the point of view of their employees. It can also help streamline the review process.

To learn more about how we can help your organization develop and implement a customized set of marketing competencies and skills, contact us here or call our office and ask to speak to Tony Kotler.