Modern B2B marketing organizations and teams have to drive enterprise digital transformation and customer-centricity while dealing with ever-changing tools and platforms. However, while Sales departments often receive extensive training and support, Marketing organizations often receive little investment in formal training. This leads to an uneven playing field, restricting the effectiveness of marketing organizations and leaving an outsized impact on marketers' careers.
The role of Marketing is evolving from a creative department to a revenue and growth driver, and companies need to invest in training Marketing through Marketing enablement. The role of Marketing enablement is to determine the skills required and develop and deliver consistent training. All training should exist within a holistic knowledge acquisition structure, and not be piecemeal.
Organizations should recognize that Marketing enablement is an organizational capability, and that training and career development should be consistently supported for career stability and advancement. If companies want to benefit from the full potential of their marketing teams, they need to invest in formal training and support.
Marketing Enablement: The Difference Between Marketing Jobs and Marketing Careers
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