Published on February 18, 2014
Over the last decade, we’ve seen a shift in how organisations approach learning and skills development. This shift has seen a change in focus from ad hoc, isolated development interventions oriented around the individual, to more strategic, integrated and business-aligned investments in building capability of the collective (ie the function).
This shift has also seen a broadening of what we mean by ‘capability’, from a purely skills-oriented interpretation (largely addressed by training alone) to a more holistic, integrated definition – one which we capture in this simple formula: • • • • People: structure, competencies, talent, culture, learning and development. Process: core business processes, operating rhythms, ‘how we do things’ and ‘how we make decisions’. Platforms: systems, technology, tools, infrastructure and integration. Capacity: ability to execute, prioritisation, resourcing models, agility.
In addition, we’ve also witnessed the emergence of a new form a role/function dedicated to defining and nurturing marketing capability – a ‘HR Business Partner 2.0’, if you will. This new role, typified by titles such as ‘Marketing Capability’ and ‘Marketing Excellence’ is neither pure-HR or pure-marketing; rather, a hybrid of the two with expertise and support from HR but aligned directly with marketing leadership and specialising in capability strategies for the marketing function.
The role of the Marketing Capability Forum To provide experienced marketing capability specialists and senior marketing leaders in major, complex organisations with a private forum and genuine peer network to aid knowledge exchange. To develop best practices and practical recommendations for improving the effectiveness of marketing capability strategies and investments. To help participants to solve common problems and challenges by looking outside of their traditional sector or network for cross-industry insights. To build the knowledge base and create content for the benefit of the wider marketing community.
Timetable – 2014 MONTH FORMAT APPROACH ATTENDEES AGENDA OUTPUT Mar Roundtable discussion Private discussion facilitated by CIM. 8-10 attendees, private invitation. Set by CIM based on research insights. White paper May Presentations and discussion Presentations from CIM and roundtable participants. ~20-25 attendees, private invitation. Findings and recommendations from roundtable discussion. Discussion paper Sep KnowledgeShare workshop MCF participants define agenda items. Case study presentation followed by facilitated sharing workshop. ~20-25 attendees, private invitation. Set by participant community. Case study Discussion paper Dec KnowledgeShare workshop MCF participants define agenda items. Case study presentation followed by facilitated sharing workshop. ~20-25 attendees, private invitation. Set by participant community. Case study Discussion paper
Session one: 17 March 2014 roundtable Generalists vs. specialists – getting the right balance and what this means for talent and capability strategy. The organisational mandate for marketing and the tools at its disposal have changed dramatically over recent years. An explosion in new media, technologies and channels have combined to radically change the skillset (actual or required) of many marketing organisations, leading to a number of management dilemmas – and this roundtable focuses on one of the most significant: how to balance specialist expertise with generalist roles and skills, against the backdrop of broader commercial and business understanding and competence. This issue doesn’t simply affect the training curriculum for marketers – it impacts the whole talent and capability landscape: • • • • • Recruitment, talent development, career pathways and succession planning Learning and skills development Resourcing models (build/buy/borrow) Knowledge management Marketing structure (silo’s within a silo)
Session one: 17 March 2014 roundtable Agenda 18:00 Welcome and introductions Anne Godfrey, Chief Executive, CIM 18:15 First course served 18:15 Generalists vs. specialists – exclusive research findings presentation Thomas Brown, Associate Director, Research and Insights, CIM 18:35 Facilitated roundtable discussion (part one) 19:30 Second course served 20:00 Facilitated roundtable discussion (part two) 21:00 Depart
Early confirmed roundtable participants
FIND OUT MORE Thomas Brown // Associate Director, Research and Insights at CIM firstname.lastname@example.org @ThinkStuff
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