One of the biggest challenges CMOs face is a lack of necessary capabilities within their teams to deliver on their plans. They simply can’t get the right work done effectively. While we recognize that the CMO role is also expanding, social and digital strategies are making the job more complex, and budgets are constrained, this continues to be a common challenge.
In fact, we have yet to find a company that does not lack some fundamental skill across the marketing value chain. We’ve worked with:
- Organizations that have stellar brand rankings, but lack strategic planning capabilities.
- Consumer companies that don’t have the ability to turn insights into actions.
- Commercial customers that are unable to create usable segmentations or product and price structures.
- All types of companies that struggle with their digital and social capabilities.
We’ve found that the best organizations make it a priority to assess their capabilities and determine where gaps exist. When companies understand what gaps exist in their marketing skill portfolio, they are better equipped to compensate for these gaps and more apt to address them strategically. The task of eliminating marketing shortfalls by closing skill gaps becomes feasible.
As we enter the fourth quarter, we strongly urge organizations to assess their capabilities and understand their gaps. If you gather this information now, as you enter the 2013 planning process, you can make closing the gaps a cornerstone strategy for the coming year.
Please contact us for additional information.
