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Improving coordination across marketing functions

The challenge

Marketing is a fragmented subject, and specialisms abound.  Many otherwise skilled marketers have surprisingly little experience or knowledge of the disciplines that are adjacent to their own.

This is a challenge because marketing is far stronger when it is joined up...  from above the line to below the line, planning to execution, and insight to pricing.  A team that is focused solely on its functional specialisations will lose out to one with a more joined-up approach. 

To succeed, marketers need considerable knowledge across the discipline, so that they can successfully orchestrate projects and campaigns across the marketing functions.

Typical solutions

Companies that are serious about investing in the skills of their marketers should consider implementing an in-house Marketing Academy. A Marketing Academy provides the infrastructure to manage your marketers' skills development, both in the areas where they specialise and in the adjacent areas that allow them to collaborate and co-ordinate across the marketing functions. 

Imparta's Marketing Academies deliver best practice tools and approaches in each discipline, and incorporate highly participative customised workshops in which these tools and approaches are applied to live business issues. 

We can effectively outsource the whole Academy, or your internal team can use just one element of our Capability Building System to round out what they've already done… the choice is yours.

Next steps

  • Explore our Marketing Curriculum in more detail.
  • Use the Design Your Solution section part of this website to select the modules that will fit your needs. You can then download a customised PowerPoint presentation to use in internal discussions.
  • Contact us to ask specific questions, or to talk to our experts about how we can help create a rounded, joined-up marketing team. Even if we don't end up working together, we learn by discussing real-world problems, so we're happy to share our insights without obligation.
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