The marketing teams are faced with an increasing challenge: although they are filled with talented experts who excel in material skills such as data analysis and campaign management, they find it difficult to remain competitive.
The problem is not a lack of technical know -how – it is the absence of key skills centered on humans such as adaptability, emotional intelligence and collaboration. These “general skills” are now essential to overcome internal dysfunction and lead to long -term success.
The place of marketing: why your team has trouble following
I was recently captivated by the way my work on learning -based learning has crossed with a LinkedIn article by a good friend, John Common, CEO of Intelligent demand. In his article, he underlined the “three dysfunctions” which often afflict marketing teams at this time of the year.
Ducking: Team members hesitate to raise problems, admit errors or offer honest comments. Everyone is on tiptoe around the truth, afraid of admitting if something does not work.
Cold War: Silent tensions and tacit resentment deaf the room. Everyone in the team is engaged in an invisible confrontation, retaining ideas or criticisms of fear that others can react aggressively or escape responsibility.
The game of blame: A piece full of people pointing their fingers whenever something is wrong. Instead of working together to solve the problems, team members focus on themselves and blame others.
Annual planning plan. Tensions are increasing. The pleasure in his profession has almost evaporated.
The hard competence enigma
The problem does not concern talented people who try to do their best. Everyone in these teams is qualified, having perfected their technical skills during the years of training and rigorous practice. But this is where the paradox resides.
Emphasis on difficult skills is not only a specific problem for the company. This is a systemic problem between companies around the world. For decades, talents have been measured by certifications, references and tool expertise. But in the volatile trade landscape of today, shaped by a global pandemic, a distance work and a exchange behavior of buyers, these skills lose value as general skills become more and more essential.
The marketing teams have remained in “Ducking”, “The Cold War” and “The Blame Game” do not lack technical know-how. They do not have the tools for better communication, innovation and a state of growth.
The smooth skill solution
Here is what the main opinion leaders in organizational development and learning have said about general skills:
Companies that prioritize the experience of employees (i.e. general skills such as agility, resilience, inclusiveness, etc.) can achieve income growth up to 31% higher (IBM Institute for Business Value) and an 18% increase in the EBITDA after a year (McKinsey). Organizations that focus on data -based decision -making are 63% more likely to adapt to an evolving commercial environment (McKinsey). People and performance organizations are approximately 1.5 times more likely to remain very efficient over time and have about half of the volatility of profits. When the pandemic struck, they maintained profitability and increased income twice as quickly as performance -oriented businesses (McKinsey / MGI).
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The advantage is enormous, but how does it apply to our three dysfunctions?
Opening instead of running
In an open and accepting working environment, team members are encouraged to share their victories and their challenges without fear of judgment or compensation. This improves mutual confidence, promotes more rapid and cultivation of continuous improvement.
Resilience and emotional agility allow individuals to consider comments as growth opportunities rather than setbacks. Such transparency promotes individual growth and team cohesion, supporting a dynamic and innovative workplace.
What are the general skills that will help in this area?
Emotional quotient (EQ): Empathy and understanding promote a support environment where feedback is constructive.
Adaptability quotient (AQ): Supports agile responses and opening up to change, helping resolution and improving rapid problems.
EQAQ Intersection: Balance emotional resilience with adaptable behavior, facilitating transparent communication and learning feedback.
Collaboration instead of the Cold War
A collaborative team dynamic is at the heart of innovation and the achievement of shared objectives. Here, active dialogue and mutual support replace silent tensions. Emotional intelligence feeds empathy and confidence, while logical reasoning helps to manage expectations and align strategies.
Adaptability and teamwork stimulate the integration of various perspectives, improve creativity and synergy. This alignment cultivates a space where ideas flourish and team members work with enthusiasm for common objectives.
What are the general skills that will help in this area?
Equalizer: Reinforces empathy and understanding, creating an atmosphere of trust and collaboration.
Intellectual quotient (IQ): Encourages strategic thinking to align the team’s efforts on organizational objectives.
EQIQ Intersection: Integrates emotional information into strategic logic to encourage collaborative innovation.
Aq: Supports flexibility and openness in the adoption of various ideas and solutions.
Responsibility instead of the blame game
In a culture that values ​​responsibility, the team members approach their actions and their results, accept responsibility and work together in constructively to solve problems. Emotional agility helps manage interpersonal relationships, encouraging the accent on solutions rather than blame.
Logical reasoning supports strategic analysis and improvement, while adaptability allows individuals to learn experiences and effectively implement changes. This environment cultivates cohesion and leads to more successful and lasting results.
What are the general skills that will help in this area?
Qi: Supports logical analysis and strategic problem of problems to guide constructive actions.
Equalizer: Encourages personal responsibility by emotional maturity and resilience.
Aq: Promotes the adaptive learning of errors and the implementation of improvements.
EQIQ Intersection: Balance emotional understanding with factual reasoning to focus on constructive solutions.
What is a marketing leader to do?
These are formable skills. Skills assessments have been around for a long time. The AI ​​and a rapidly evolving environment made them essential for leaders to stimulate the agility and performance of the team.
Imagine if your team had resilience to manage the setbacks, emotional intelligence to navigate relationships and adaptability to adopt change. These general skills could transform stagnant and negative teams into dynamic collaboration and creativity.
Resilience and emotional agility
The resilient employees manage the deadlines better and change the priorities, shrinking stronger from the reverse. Emotional agility allows them to maintain composure and positivity, even under stress.
Adaptability and communication
While the workplace changes quickly, adaptability guarantees that the teams remain agile and open -minded, ready to effectively take up new challenges. Strong communication skills improve these interactions, ensuring that ideas and concerns are clearly exchanged and appreciated.
Teamwork and collaboration
The emphasis on collaboration promotes a sense of shared responsibility. Instead of isolating tasks or reluctantly solving the problems, team members work together, provoke innovation and ensuring that everyone is aligned with common objectives.
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Make 2025 the year of concentration and success
The axiom “adapting or perishing” has never been so relevant. As we go until 2025, we must prioritize general skills, integrate them into our organizational cultures and our training. The data is clear: companies that focus on human -oriented skills reach greater growth and stability, even in times of uncertainty.
By promoting openness, collaboration and responsibility, we prepare our teams to today’s challenges and unknowns to come. The education of these capacities revitalizes work satisfaction and increases performance.
Let us redefine success by making general skills at the heart of the development of talents, unlocking resilience, inclusiveness and success.
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