Marketing Management Training Materials to Improve Marketing Team Performance and Agility

Marketing teams in this era of disruption are pushed to achieve significant results with limited resources. With limited budgets and staff, their presence is expected to contribute to the company's business growth.

With such rapid market changes, marketing teams can no longer simply conduct business as usual (BAU). They need to have adaptive goals in this modern marketing era and also improve their ability to collaborate across divisions.

Findings from a study conducted by McKinsey indicate that today's marketing teams face gaps in skills, marketing budget efficiency, and team and technology effectiveness.

As many as 81% of companies lack integrated marketing technology that can deliver personalized experiences across all channels. Furthermore, 76% of marketing teams in companies have not fully succeeded in implementing agile operational activities.

Based on these facts, marketing teams need support through learning, such as marketing management training. This is not just ordinary training, but training that can help marketing teams improve performance and agility in their marketing processes.

In this discussion, we will discuss the materials in marketing management training that can make a team more adaptable and achieve its goals even with limited resources.

Why Do Companies Need Marketing Management Training?

The most common way for companies to achieve their marketing targets is to hire a third-party marketing agency. However, if the company's budget is limited, using a marketing agency is not the right choice.

Another option to reduce the company's internal marketing team's dependence on an agency is to conduct marketing management training for the internal team.

The following are challenges faced by marketing teams, which necessitate companies investing in marketing management training.

1. Inconsistent Campaign Performance / Low ROI

Often, digital campaigns run continuously without producing significant results for the company. This can be seen from several signs such as stagnant or even declining ROAS (Return on Ad Spend), high cost per lead (Cost Per Lead) or cost per acquisition, and low conversion rates.

Furthermore, the lack of a clear campaign review and evaluation system exacerbates the situation, as the team lacks accurate data for decision-making.

This situation is a strong signal that the marketing team needs training to optimize marketing strategies and improve the effectiveness of the allocated budget.

2. Management Sets More Aggressive Growth Targets

When company management sets more ambitious growth targets, such as expanding into new markets or increasing brand awareness, this demands greater preparedness from the marketing team.

For example, a company may need to expand its marketing team, enter new market segments, such as shifting from B2B to B2C, or launch a new product that requires a large, integrated campaign.

To meet these challenges, proper training is essential so that the team can develop and execute a scalable marketing strategy that is oriented towards long-term business growth.

3. Competency Gap Between Senior and Junior Teams

A competency imbalance often occurs within the marketing team, where senior members are not always up-to-date on the latest digital trends, while junior members lack a deep understanding of business strategy.

This is reflected in a heavy reliance on external agencies or vendors, suboptimal collaboration between functions such as design, sales, and digital, and frequent miscommunication in campaign development.

4. High Turnover or Changes in Team Structure

Significant changes in the marketing team structure, such as the introduction of a new marketing manager, the formation of a new team, or the addition of a large number of new staff, often present challenges.

The resulting effects include non-standard work processes, poorly documented strategies, and an urgent need to align understanding and skills.

5. Wanting to Be Independent and Not Reliant on Advertising Vendors/Agencies

Many companies face the high costs of using external agencies or vendors for marketing activities, while internal teams lack the skills to run campaigns independently. This drives the need to build strong internal capabilities so that companies are not always dependent on external parties.

Marketing Management Training Materials for Better Performance

To eliminate the skills gap between marketing teams and modern marketing conditions, the required marketing management training materials also cover integrated marketing processes.

According to McKinsey, the following are marketing materials to build capabilities for carrying out marketing activities in this era of disruption.

Customer Centricity Materials

Focusing on the customer as the center of all marketing strategies means that all marketing activities are designed based on customer needs, preferences, and behaviors.

By understanding customers deeply, marketing teams can craft relevant messages, products, and services, increasing customer satisfaction and loyalty. This approach helps companies build strong, long-term relationships and drive sustainable business growth.

Full-Funnel Marketing Material

The ability to manage the entire customer journey, from awareness and consideration to purchase and retention, is crucial.

Marketing teams that master full-funnel marketing can develop strategies that address each stage with the right content and tactics, thereby increasing conversion opportunities and increasing customer lifetime value. This approach ensures that no potential customers are missed during the purchasing process.

Agile Operating Model Material

Adopting an agile operating model enables marketing teams to respond to market changes quickly and effectively.

With a flexible structure and iterative process, teams can test, learn, and adapt in real time to customer feedback, new trends, or competitors. Agile marketing increases work efficiency, minimizes the risk of failure, and accelerates innovation in marketing campaigns.

Omnichannel Optimization Material

Excellence in effectively managing multiple marketing channels means teams are able to run consistent and integrated campaigns across multiple platforms, both online (such as social media, email, and websites), and offline (such as events and retail).

This increases audience reach and strengthens the brand's overall message, creating a seamless customer experience and improving marketing results.

Material on Marketing Campaign Measurement

The ability to accurately measure and analyze marketing performance is the foundation for data-driven decision-making. Marketing teams must be able to set appropriate KPIs, use analytics tools, and interpret data to determine the effectiveness of each marketing activity.

With clear metrics, companies can optimize budgets, refine strategies, and transparently demonstrate the impact of marketing on the business.

Customer Data Management and Marketing Technology

Utilizing customer data and marketing technology helps teams make smarter, more personalized decisions aligned with marketing strategies.

By integrating data from various touchpoints and leveraging technologies like CRM, automation, and AI, teams can identify market segments, predict customer needs, and automate relevant campaigns. This improves operational efficiency and delivers more targeted marketing results.

Is Your Marketing Team Adaptable in This Modern Marketing Era?

Is your marketing team facing the challenges mentioned above? A limited budget but unlimited management expectations?

If investing in an agency isn't enough, investing in marketing management training is the right choice. By investing in knowledge, marketing teams will be able to improvise on their own.

If you're looking for marketing management training that covers the six capabilities recommended by McKinsey research and can bridge the skills gap, then marketing management training from Prasmul-Eli is the right solution.