Advance Digital Marketing Capabilities And Competencies To Achieve New Outcomes
Forrester, January 31st, 2023
Compelling digital marketing requires the delivery of targeted, consistent, and cohesive experiences across the entire range of interactions spanning digital channels. As B2B buying decisions have continued to increase in complexity, extensive and shared digital marketing skill sets have become a must.
In my previous blog post, I provided guidance on how to identify the required digital capabilities and competencies. Capabilities and competencies have similar attributes but differ in a number of ways.
Capabilities refer to the ability to perform a task or achieve certain actions or outcomes. Competency is the measurement of how a person performs a capability. Individuals perform capabilities, and marketing leaders manage the skills and knowledge of their teams to gain a competitive advantage, increase output, and enable flexibility within the marketing organization to adapt to changing customer needs.