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B2B marketing: The skills gap

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Two-hour guest lecture to B2B marketing students at Lancaster University Management School, gathering feedback from B2B professionals on the skills gap for marketing graduates.

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B2B marketing: The skills gap

  1. 1. B2B MARKETING: THE SKILLS GAP Duncan Chapple, CCgroup Slides later today at slideshare.net/dchapple
  2. 2. THE CONTEXT: B2B VALUE CREATION Look out for these slides later today at www.slideshare.net/dchapple
  3. 3. TRADITIONAL VALUE CREATION MODEL CUSTOMER CO-CREATION DRIVES AGILITY 9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap 3
  4. 4. B2B MARKETING SKILLS GAP (1/3) Understanding value • Market sensing • Understanding firms as customers • Crafting market strategy 4 This Photo by Unknown Author is licensed under CC BY-NC 9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  5. 5. B2B MARKETING SKILLS GAP (2/3) Creating value • Managing the offer • Managing the channel • Realising new offers 5 This Photo by Unknown Author is licensed under CC BY-SA-NC 9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  6. 6. B2B MARKETING SKILLS GAP (3/3) Delivering value • Sustaining client relationships • Sustaining reseller relationships • Gaining customers 6 This Photo by Unknown Author is licensed under CC BY-SA-NC 9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  7. 7. 1. INTRODUCTION • Duncan Chapple • CCgroup & GlobalCom • Sorry, but not sorry 01 7@DuncanChapple. B2B Marketing: The Skills Gap
  8. 8. 20 YEARS IN BUSINESS TO BUSINESS TECH ‘On stage’ and ‘back stage’ 8 B2B Tech Industry Analyst, Ovum [Informa] Business Group Director, Brodeur [Ketchum] Consultancy Director, Loudhouse [Octopus Group] Influencer Relations, Lighthouse – [Kea Company] Head of Analyst Relations, CCgroup PR [GlobalCom PR] Social Sciences, BA at Manchester Business Analysis, MSc at City Uni Marketing, MBA at London B School Chartered Marketer, CIM B2B Market Studies, PhD at Edinburgh @DuncanChapple. B2B Marketing: The Skills Gap
  9. 9. @DuncanChapple. B2B Marketing: The Skills Gap 9
  10. 10. GLOBALCOM PR: 1400-STRONG NETWORK @DuncanChapple. B2B Marketing: The Skills Gap 10
  11. 11. GLOBALCOM PR NETWORK’S CORE INDUSTRIES CCGROUP FOCUSES ON B2B TECH @DuncanChapple. B2B Marketing: The Skills Gap 11
  12. 12. SORRY, BUT NOT SORRY @DuncanChapple. B2B Marketing: The Skills Gap 12 I asked marketing industry professionals • what’s the skills gap between what graduates more or less all have, and what’s need for the second or third role? Performance 9:20 PM Business schools make sure people can function at the lowest common denominator level with the core skills for entry-level roles • What got you here won’t get you there Grades
  13. 13. QUESTIONS? Introduction
  14. 14. UNDERSTANDING VALUE •Market sensing •Understanding firms as customers •Crafting market strategy 02 14@DuncanChapple. B2B Marketing: The Skills Gap
  15. 15. 2.1 MARKET SENSING @DuncanChapple. B2B Marketing: The Skills Gap 15 Help senior managers and team leaders to anticipate the competition Develop and test hypotheses through thought leadership 9:20 PM
  16. 16. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING MY TAKE Many school classes and uni lectures don't expect much preparation. Students can avoid active participation. @DuncanChapple. B2B Marketing: The Skills Gap 16 You need to learn how to prepare in the workplace Marketers need to manage their own learning and growth 9:20 PM
  17. 17. FARAH GOVANI-EXALL EXECUTIVE COACH 179:20 PM@DuncanChapple. B2B Marketing: The Skills Gap Former HR director at Black Rock. Provides leadership development to companies
  18. 18. FARAH GOVANI-EXALL EXECUTIVE COACH @DuncanChapple. B2B Marketing: The Skills Gap 18 One area where I have seen so many grads struggle is handling uncertainty, change, & complexity 9:20 PM
  19. 19. ERIK VONK INTERNATIONAL ROLLOUT MANAGER @DuncanChapple. B2B Marketing: The Skills Gap 19 B2B marketing background at BearingPoint, Criteo, and Netherland-UK Chamber of Commerce
  20. 20. ERIK VONK INTERNATIONAL ROLLOUT MANAGER @DuncanChapple. B2B Marketing: The Skills Gap 20 Challenge is very much to work in teams with people from different backgrounds and get people to take their headsets off and become part of the team In the office it is about connecting with your colleagues and your surroundings Even in a small team, if you don’t connect you are not a team but just individuals who happen to be in the same space.
  21. 21. 2.2 UNDERSTANDING FIRMS AS CUSTOMERS @DuncanChapple. B2B Marketing: The Skills Gap 21 Learning who our clients buy from, sell through, partner with • how our solution delivers value to them • Known and unknown requirements Learning who their clients buy from, sell through, partner with • how their solution delivers value • Known and unknown requirements 9:20 PM
  22. 22. JOHN KEATS 19TH CENTURY POET @DuncanChapple. B2B Marketing: The Skills Gap 22
  23. 23. JOHN KEATS 19TH CENTURY POET Negative Capability that is when a man [sic] is capable of being in uncertainties, mysteries, doubts, without any irritable reaching after fact and reason @DuncanChapple. B2B Marketing: The Skills Gap 23
  24. 24. BUDD MARGOLIS CONSULTANT ON GLOBAL TV SHOPPING 249:20 PM@DuncanChapple. B2B Marketing: The Skills Gap Advises companies that conceive, make products and supply TV shopping channels across the world
  25. 25. BUDD MARGOLIS CONSULTANT ON GLOBAL TV SHOPPING • Empathy • eye contact • listening • crystal clear solutions to the client's actual problems @DuncanChapple. B2B Marketing: The Skills Gap 25 • Making & explaining value propositions • sales presentations supported by experience gained • from study • from observation 9:20 PM
  26. 26. DR. JANET WARD READER IN MARKETING, SUNDERLAND UNI & HANKEN SCHOOL OF ECONOMICS, HELSINKI 269:20 PM@DuncanChapple. B2B Marketing: The Skills Gap Knowledge Transfer Partner project leader, embedding marketing insight partners into business
  27. 27. DR. JANET WARD READER IN MARKETING, SUNDERLAND UNI & HANKEN SCHOOL OF ECONOMICS, HELSINKI How does the client brand remain relevant across key client segments? 279:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  28. 28. CLIENT SEGMENTATION EXAMPLE GREGGS MARKETING CHALLENGE @DuncanChapple. B2B Marketing: The Skills Gap 28 Northumbria University, Newcastle University, Teeside University and University of Sunderland 9:20 PM
  29. 29. 2.3 CRAFTING MARKET STRATEGY 299:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  30. 30. GAVIN RICHARDSON MBA B2B CONSTRUCTION FOUNDER 309:20 PM@DuncanChapple. B2B Marketing: The Skills Gap Founded leading provider of complex gas transport solutions to laboratories and factories
  31. 31. GAVIN RICHARDSON MBA B2B CONSTRUCTION FOUNDER Reflection is a key skill 319:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  32. 32. CLÉMENCE DAURAT TOULOUSE SCHOOL OF ECONOMICS 329:20 PM@DuncanChapple. B2B Marketing: The Skills Gap Consults to B2B marketing firms on globalisation
  33. 33. CLÉMENCE DAURAT TOULOUSE SCHOOL OF ECONOMICS • The lack of communication is an issue • When they have responsibilities graduates also don't know how to handle company pressure and stress 339:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  34. 34. UNDERSTANDING VALUE @DuncanChapple. B2B Marketing: The Skills Gap 34 Share insight about the market with our audience • Segment attractiveness • Competitor analysis • Value models • Measure and compare customer satisfaction and pricing
  35. 35. QUESTIONS? Market sensing Understanding firms as customers Crafting market strategy
  36. 36. CREATING VALUE • Managing the offer • Managing the Channel • Realising the new offer 03 36@DuncanChapple. B2B Marketing: The Skills Gap
  37. 37. 3.1 MANAGING THE OFFER 379:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  38. 38. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING MY TAKE Managing your studies is simpler than managing work • You are told what you need to know • Bursts of activity rather than continual high pace • Mostly personal assessment @DuncanChapple. B2B Marketing: The Skills Gap 38 Learn how to prepare in the workplace • Marketers need to manage their own learning and growth • Workplaces have team-wide and company-wide goals 9:20 PM
  39. 39. LUDOVIC LEFORESTIER INFLUENCER RELATIONS DIRECTOR 399:20 PM@DuncanChapple. B2B Marketing: The Skills Gap B2B Tech marketing communications veteran: IBM, Hitachi, Oracle, EMC, StorageTek, Criteo
  40. 40. LUDOVIC LEFORESTIER INFLUENCER RELATIONS DIRECTOR Excel skills! My take: Time after time, marketers lose the argument because they don’t have the numbers 409:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  41. 41. LAUREL PRINCE B2B MARKETING COMMUNICATIONS 419:20 PM@DuncanChapple. B2B Marketing: The Skills Gap Analyst relations for HERE (Maps from Audi, BMW, and Mercedes). Former B2B PR for property & regeneration sectors,
  42. 42. LAUREL PRINCE B2B MARKETING COMMUNICATIONS At university/school most modules/subjects are graded by an exam or piece of course work. Or at least specific times. So, I at least, often worked hard in sporadic bursts. @DuncanChapple. B2B Marketing: The Skills Gap 42 With work you have constant deliverables and need to be ready demonstrate progress at any time, if say you/your boss have a meeting and need to give an update at short notice. No surprise deadlines or fire drills at school/uni. You can plan and manage your own time 9:20 PM
  43. 43. 3.2 MANAGING THE CHANNEL 439:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  44. 44. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING MY TAKE School focuses on your individual performance Students have to be okay at everything. @DuncanChapple. B2B Marketing: The Skills Gap 44 Work asks you to be a catalyst with others In business you can be terrible at most things if you are excellent at something valuable 9:20 PM
  45. 45. SIMON BURTON MARKETING/MARKET RESEARCH RECRUITER 9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap 45 Founded recruitment consultancy serving marketing and market research companies
  46. 46. SIMON BURTON MARKETING/MARKET RESEARCH RECRUITER In my experience of hiring for large organisations the ability to manage a broad array of stakeholders (possibly internal and external) with differing priorities is one of the hardest things to learn. 9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap 46
  47. 47. ESTHER BOYER B2B2B2B START-UP COACH 479:20 PM@DuncanChapple. B2B Marketing: The Skills Gap Provides new business coaches to UK Gov for projects with partners in Uganda
  48. 48. ESTHER BOYER B2B2B2B START-UP COACH I studied marketing in my bachelor’s degree What I felt is that not enough focus was put on • team work • constructive criticism • links with industry 489:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  49. 49. LAUREL PRINCE GLOBAL MARKETING COMMUNICATIONS 499:20 PM@DuncanChapple. B2B Marketing: The Skills Gap Analyst relations for HERE (Maps from Audi, BMW, and Mercedes). Former B2B PR for property & regeneration sectors,
  50. 50. LAUREL PRINCE GLOBAL MARKETING COMMUNICATIONS University is more about people as individuals and traits that make them an effective/useful in the team. • In marketing, often someone isn't the best writer but is awesome in pitches/has great ideas. Or vice versa. • A good team has a good mix 509:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  51. 51. 3.3 REALISING NEW OFFERS . 519:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  52. 52. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING MY TAKE School students are taught top-down to stable curricula @DuncanChapple. B2B Marketing: The Skills Gap 52 Marketers discover from each other and themselves, from a co-created plan. 9:20 PM
  53. 53. SAKU TIHVERÄINEN INTERNATIONAL RECRUITMENT LEADER @DuncanChapple. B2B Marketing: The Skills Gap 53 Recruitment supportfor hiring managers, and planning of employer branding
  54. 54. SAKU TIHVERÄINEN INTERNATIONAL RECRUITMENT LEADER “Inhibitors" limit using and expressing one's own potential and talent • no mistakes, no shame mindset The most talented can easily end up thinking they cannot make mistakes, taking pressure from it @DuncanChapple. B2B Marketing: The Skills Gap 54
  55. 55. QUESTIONS? Managing the offer Managing the Channel Realising the new offer
  56. 56. DELIVERING VALUE • Sustaining client relationships • Sustaining reseller relationships • Gaining customers 04 56@DuncanChapple. B2B Marketing: The Skills Gap
  57. 57. 4.1 SUSTAINING CLIENT RELATIONSHIPS 579:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  58. 58. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING MY TAKE Little group work at school, and it's directed @DuncanChapple. B2B Marketing: The Skills Gap 58 Groups of marketers need to work out how they can work 9:20 PM
  59. 59. LAUREL PRINCE GLOBAL MARKETING COMMUNICATIONS 599:20 PM@DuncanChapple. B2B Marketing: The Skills Gap Analyst relations for HERE (Maps from Audi, BMW, and Mercedes). Former B2B PR for property & regeneration sectors,
  60. 60. LAUREL PRINCE GLOBAL MARKETING COMMUNICATIONS • At school and university everyone is assessed and expected to perform in the same way. • But, in the world of work it's more about a mix of skills and personality traits 609:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  61. 61. 4.2 SUSTAINING RESELLER RELATIONSHIPS 619:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  62. 62. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING MY TAKE Students consume and create content individually, which is assessed by an individual @DuncanChapple. B2B Marketing: The Skills Gap 62 Marketers co-create thought leadership content interactively, in a trans-platform conversation 9:20 PM
  63. 63. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING MY TAKE Students don't try to make lecturers look good in the eyes of professors. There's no appreciative culture, and that is vital in business. @DuncanChapple. B2B Marketing: The Skills Gap 63 in many organisations your task is to make your partner look good so she can make you look good. 9:20 PM
  64. 64. CHRISTOPHER BAIRD ARTIFICIALINTELLIGENCE & ORGANISATION PHD 9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap 64 Delivering sustainable value solutions for social enterprises
  65. 65. CHRISTOPHER BAIRD ARTIFICIALINTELLIGENCE & ORGANISATION GURU One of the most important things is to know that it's okay to not know." A lot of unethical, undesirable, and/or hasty actions are made by people uncomfortable with not knowing. They instead act in damaging delusion. 9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap 65
  66. 66. 4.3 GAINING CUSTOMERS 669:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  67. 67. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING MY TAKE Students can hide behind screens, with minimum participation @DuncanChapple. B2B Marketing: The Skills Gap 67 Marketers turn up and gain the confidence to interact and to mobilise others 9:20 PM
  68. 68. FARAH GOVANI-EXALL EXECUTIVE COACH 689:20 PM@DuncanChapple. B2B Marketing: The Skills Gap Former HR director at Black Rock. Provides leadership development to companies
  69. 69. FARAH GOVANI-EXALL EXECUTIVE COACH There is something about hierarchy, particularly in large organisations. • Whether you like or not, people with higher ranking corporate titles may not want to hear what the newbies think all the time. • Somebody has to do the grunt work. 699:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
  70. 70. QUESTIONS? Sustaining client relationships Sustaining reseller relationships Gaining customers
  71. 71. B2B MARKETING: THE SKILLS GAP Follow me at twitter.com/duncanchapple linkedin.com/in/duncanchapple

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