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Intense competition, globalization, and disruptive technologies are
changing the way companies are doing business, and marketing needs to
keep up. ITSMA’s research shows that marketers with more strategic
roles have a greater impact on the business. It also shows that services
marketers don't always have the skills to step up into a more strategic
role.
Over the past four years, more than 800 services marketers from 20 companies
have completed ITSMA's Services Marketing Competency Assessment, providing
valuable insight into the areas in which services marketers collectively
are performing well and falling short.
In this Briefing, ITSMA's Julie Schwartz provides an overview of current
performance in the services marketing profession across seven categories:
- Strategy and market planning
- Portfolio management
- Marketing communications
- Relationship management
- Marketing operations
- Sales channel enablement
- Alliance management
Special guest speaker Lorin Stearns, manager of IBM’s Marketing
Education & Leadership Development program, joins Julie to discuss
how IBM encourages on-the-job learning and skills development. And Leif
Fagelstedt, head of Business Unit and Industry Marketing at Nokia Networks,
also gives a case study presentation of how Nokia ensures that its marketers
have the right skills for the job.
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