How To Report

Conducting A B2B Marketing Competency Assessment

Determining How To Upskill And Resource Marketing Effectively

February 27th, 2024
Laura Cross, VP, Principal Analyst
Laura Cross VP, Principal Analyst
Rani Salehi, Principal Analyst
Rani Salehi Principal Analyst
With contributors:
Cristina De Martini , Matthew Selheimer , Nicole Bouchie , Christian Jibilian , Alaina Ladd , Ellen Lind

Summary

Competency assessments give marketing leaders valuable insights for marketing enablement efforts to help them upskill and resource effectively. Successful competency assessments are based on the identification of required competencies, structured assessment questionnaires, and broad participation. The CMO must serve as the competency assessment project sponsor and delegate a project leader — typically a chief of staff to the CMO, head of marketing operations, or head of marketing enablement. In this report, we explain how B2B organizations conduct marketing competency assessments.

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