Best Practice Report

Growing Industry Skills Organically Means Aligning Industry And Learning Strategies

July 13th, 2007
Ellen Carney, Principal Analyst
Ellen Carney Principal Analyst
With contributors:
Eric Brown , Emily Van Metre , Robert Muhlhausen

Summary

Whether tech marketers acquire or train their way to vertical industry competency, maintaining the bloom on these industry resources can be a thorny proposition. Industry sales team training reflects not only different content than general sales training but also a distinct delivery stream. Interviews with 18 technology sales and marketing executives reveal that these industry sales resources need, and get, more days and dollars worth of training per year than the average employee. What constitutes industry knowledge ranges from business strategy to tactical how-tos. Industry marketers and their learning manager partners must build systems for growing industry human capital that reflect both the content and the time that's needed.

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