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When it comes to developing the skills and practice of the sales and marketing team who should be driving the training agenda is it the sales and marketing manager or the HR manager?
In larger organisations the planning for staff training lies under the broad remit of HR who, following training needs analyses create people development programmes and decide whether these are ‘make or buy’ decisions.
Any sales and marketing executive who abdicates the training job entirely to HR is missing a trick. Local and specific needs are always spotted first by the people in the function. They can also see what training is relevant. If they don’t step up then team training and education is likely to be quite ‘vanilla’ such as general leadership, problem solving, or communications programmes. The problem with this is that sales and marketing professionals often think ‘so what’ about this type of training and the reputation of their HR colleagues goes through the floor.
The other challenge is the time commitment. Sales and Marketing people, especially Sales people are actively engaged with daily customer demands so time for development creates a conflict of priorities. At the heart of this problem lies the issue of formal vs informal learning.
Social learning platforms are the ideal solution to this dilemma. With an on-line course busy professionals can dip in and dip out to suit their availability and learn functionally relevant skills at their own pace.
What should Sales and Marketing teams be learning?
One of the biggest challenges faced by any sales and marketing professional is how to generate more sales and profit and deliver customer value. Fundamental to this is learning how to create compelling customer value propositions. This is crucial in the face to face context of B2B marketing.
You simply won’t get specialised training on the vital subject of value proposition design with general sales and marketing development courses and it is unlikely that the topic is on the radar of the HR manager (please prove me wrong!) This is why we have created a complete on-line informal learning course on the value proposition creation and customer value building. Something you can invest in yourself, bring to the attention of the HR manager or simply buy with the sales and marketing budget.
Based on our top selling b2b marketing book Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions the course is made up of video topic presentations and individual and team exercises based on a mix of our commercial experience, our university tutoring and our commercial and academic research. The module content is designed to be practical, straightforward and accessible so the emphasis is on management learning not abstract academic studying. You can even do the course on mobile devices. A full explanation of the course can be seen via this link.
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If you are looking for ways to inspire, engage and develop your b2b sales and marketing team then this course is definitely for you.
To craft a value proposition that works for your business, download our free ebook: how to rock your customer’s world