A new survey suggests that marketers are unlikely to receive training at work, despite believing that relentless development is crucial to be match fit for growth.
In a study of 2,300 professionals across all sectors conducted by job site CV-Library, over half (51.4 percent) of marketing professionals said they have no access to training, significantly higher than the national average of 29.6 percent. Around 95 percent of marketers feel basic training is essential to keep up with new technology and rapid changes in the sector. Despite this, 62.2 percent of marketing employees believe their employer fails to provide basic training, against a national average of 43.4 percent.
Marketing Week asked Richard Robinson, our Managing Partner, for his take on the new research. He said the main problem is that career development and training remains the preserve of HR at most companies when CMOs should be taking responsibility.
“Marketers lack patience for the HR model – as good as it is – they want training in immediately applicable skills. If CMOs are responsible for the marketing performance one of the things they must have control over is quality of training.”
Richard suggests marketing differs from other industry sectors because it evolves so fast, meaning generic training courses are “past their sell-by-dates” within 18 months. “Modern marketers are curious, inquisitive and push themselves to continue to learn to be one step ahead of customers. The way brands talk to customers, communicate and motivate them, changes so rapidly that you need marketing-specific training driven by the CMO’s strategy to stay one step ahead.”
“CMOs could be investing in their current talent rather than worrying about where to find new talent from,” Richard said. “We have to ask why they’re not investing marketing money in their teams.”
Richard makes the case that marketers need training that’s more participatory, allowing people to “learn through doing” after the CV-Library survey found that 56.8 percent of marketing employees believe they don’t get enough time to digest and implement new skills.
“A lot of inherited training is basically death by PowerPoint … Marketers are creatively, cerebral characters, they need participatory learning to practice learnt information and try it out”, Richard said.
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