短期世界中的长期竞争力_B2B营销（英文版）_16页_8mb

SiriusDecisions: Long-Term Competency in a Short-Term World - B-to-B Marketing Summary

Core Content

SiriusDecisions emphasizes the importance of long-term competency development in B-to-B marketing, highlighting that significant changes in the industry require more than just short-term initiatives or quick training sessions. The firm introduces the Marketing Enablement Process Model, a structured approach to building and sustaining marketing capabilities within organizations.

Main Points

• Change Requires Planning and Time: Skills and behaviors do not change overnight. Effective change involves a well-structured plan, consistent support, and sustained effort over several months.
• Training Investment: Most B-to-B organizations underinvest in training, with many spending nothing annually. SiriusDecisions advocates for a more strategic and sustained approach to professional development.
• Competency Mapping: A key element of the enablement process is the creation of competency maps that define the skills required for each role and function. These maps help identify gaps and prioritize learning efforts.
• Enablement Process Stages: The process is divided into three stages: Assess, Build, and Execute.

Key Stages of the Enablement Process

Stage One: Assess

• Re/Define Marketing Functions and Roles: Ensure that the roles within each function are aligned with organizational goals and that there are clear career paths.
• Re/Define Marketing Competencies: Identify the skills and knowledge necessary for each role, noting that new competencies often emerge every one to two years.
• Create Functional Competency Maps: Document and organize competency requirements for each function.
• Conduct Competency Gap Assessments: Evaluate current skill levels and identify gaps at the individual, team, and manager levels.

Stage Two: Build

• Create Enablement Plan: Establish clear goals, strategies, and resource allocation for the enablement initiative.
• Inventory Training Assets: Audit existing training materials and identify gaps to determine what needs to be developed or purchased.
• Conduct Training Cost Analysis: Decide whether to build or buy training solutions based on cost, relevance, and customization needs.
• Determine Hiring vs. Training Needs: Identify whether to hire new talent or train existing staff based on competency gaps.
• Build the Enablement Business Case: Justify the investment by outlining the current vs. desired state, strategy, and ROI of the enablement effort.
• Establish Learning Curriculum: Design a curriculum that includes prerequisites, learning objectives, and role-specific pathways, ensuring that learning is immediately applicable.

Stage Three: Execute

• Execute Enablement Plan: Implement the learning solutions, ensuring proactive communication, stakeholder engagement, and the use of appropriate tools like LMS.
• Build/Buy Learning Solutions: Develop or acquire learning content that is interactive, applied, and self-paced, tailored to adult learning preferences.
• Hire/Train to Plan: Use insights from earlier stages to create competency-based job descriptions and contracts, and support new hires or agency staff through onboarding.
• Motivate Employee Engagement: Encourage participation through gamification, recognition, and incentives.
• Measure and Evaluate: Track both learning outcomes and job performance to assess the impact and ROI of the enablement initiative.

Key Insights

• Adult Learning: Adults learn differently and require structured, relevant, and applied learning experiences.
• ROI of Enablement: Organizations that invest in marketing enablement see significant improvements in productivity, conversion rates, and revenue. For example:
  • 500% increase in closed deals for organizations with strong process and technology per program ratios.
  • 20% higher productivity for companies with engaged and enabled employees.
  • 35% higher conversion rates for best practice demand creation organizations.
• Integration with Advisory Services: SiriusDecisions offers SiriusPathways®, a training solution developed by B-to-B marketing experts, designed to align with adult learning needs. Certification through SDLearning is a key outcome for high-performing teams.

Conclusion

SiriusDecisions provides a comprehensive framework for B-to-B marketing enablement, emphasizing the need for a long-term, structured, and strategic approach to skills development. By following the three-stage model—Assess, Build, Execute—organizations can effectively close competency gaps, improve performance, and achieve measurable ROI. The firm also offers a range of learning resources and advisory services to support this transformation.