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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