Marketing Competencies Must Match Your Strategy

Which Marketing Competency Fits Your Strategy?

What Is Your Current Marketing Competency?

1. Marketing Novice
2. Marketing Apprentice
3. Marketing Practitioner
4. Marketing Master

Keys to Sustainable Success for All Competency Levels

Before answering the marketing competency question, understand your current marketing baseline:

Attract and Retain Talented Employees

1. They are empowered to make suggestions that build competitive advantage
2. Reputation for subject matter expertise [SME], preparation, communication and creativity
3. Consistent alignment with business processes and rules
4. Partner with complementary vendors who enhance the company’s position

A Healthy Customer and Partner Environment

1. Raving fans and partners are the best source of new customers
2. Total satisfaction is measured by quality reviews, surveys, repeat business and referrals
3. There is a growing portfolio of valuable customers
4. There is a growing portfolio of valuable partners

Healthy Processes and Programs

1. Customer experience management [CEM] and innovation are your key differentiators
2. Positive trend in marketing qualified lead [MQL] generation
3. Frequency of prospects contacting you so you don't need to explain who you are
4. Consistent, reliable and timely research sets the stage for exploring new ideas

Healthy Financial KPIs

1. The best time for innovative marketing is when you're achieving short term objectives.
2. Sales and GP by Product, Market and Customer portfolios
3. ROI from well-executed campaigns and programs
4. Frequent high-quality anchor sales opportunities [Golden Spikes}