At NIST, we re putting together programs for smaller manufacturers, for managers with technical backgrounds. We are working with ISBM to strip material down for our audience. We have invested in executive education, but not yet marketing education. We do have a good sales training program. We need to know what we need to teach in marketing, not just sales skills in the guise of marketing.
All firms are at various stages working toward excellence in marketing.
The ones making the best progress seem to have both executive support and grassroots pressures from below. It would be good to have a skills inventory to give to marketers.