Conducting A Marketing Competency Assessment

January 1st, 2018

Marcia Trask

Summary

A competency assessment gives marketing leaders valuable insight and delivers actionable input for marketing enablement efforts. Successful competency assessments are based on the identification of required competencies, structured assessment questionnaires, broad participation, and executive sponsorship. Use these assessments as an element of an ongoing learning culture, rather than as a tool for short-term performance improvement. This report helps marketing managers learn how to conduct a marketing competency assessment to identify gaps and provide actionable insights for marketing enablement programs.

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