Now it seems to be a leading indicator of marketing budget cuts. We seek examples of success to help us sell training internally. Even with a VP on our marketing council who s a big champion of training, having ISBM data will help us demonstrate effect. We need to examine best practice firms for the behaviors and skills that produce the desired marketing training results. Some training courses are more important that others.
Different stakeholders have different standards of success.
If we rely on training alone to make a change, it won t solve marketing problems without implementation skills as well. At the university, our attempt to quantify results uses an 86-variable model. We are studying CEO perceptions of workplace learning and performance programs and the competencies of people who run them. We would like some participation by ISBM members. Trying to change the culture to marketing thinking at all levels of company.