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Sharpening marketing skills and successfully enabling and developing PEOPLE

Challenges of new Working Environments

The demands on companies as business partners, but also as employers, are becoming increasingly diverse and complex. Digitization and its implications for the world of work in particular present companies with new challenges. A clear and goal-oriented structural and process-related set-up of organisations is just as important as the meaningful involvement of the relevant stakeholders.

One of the most important stakeholder groups for companies is certainly the group of employees. After all, they are largely responsible for the successful implementation of the organisation. However, in our fast-moving society, it is becoming increasingly difficult for companies to promote and challenge their employees in a targeted and sustainable manner and to retain them in the long term. Unclear processes, as well as historically grown and outdated structures, are often reasons for dissatisfaction and the loss of competent employees. In addition, the often inconsistent or little systematic use and development of competencies and skills as well as non-functional and inspiring work environments also play a central role.

The foresighted planning of scarce and dynamic competences and the creation of a suitable environment for their optimal use are therefore becoming more and more a success factor for companies. Which competencies do I want to develop internally? Which ones are becoming less important? Which ones will become more important in the medium or long term? Which ones are best bought in from outside, which ones should be provided internally? What kind of tools do I need for this? What does an inspiring and functional working environment look like?

We at Batten & Company offer a suitable framework for answering these questions and are happy to support you with our longtime project experience.

Our Approach - Future-oriented Employee Development

Within the scope of our "Marketing Operating Model (MOM)" we deal, amongst others, with exactly these questions. In our PEOPLE module we look at the core and thus a central success factor of every company: its own employees and decision-makers. Modern marketing and sales units require differentiated skill sets and competencies. To achieve this, however, employees must also be given appropriate opportunities for further training.

When developing organizational structures and processes, the aim should be to take the needs and concerns of employees seriously, to take their skills into account and at the same time to present meaningful and realistic career prospects. A systematic assessment of future skills required within the marketing or sales organisation and a comparison with existing skills is a central starting point.

However, not all competencies should be built up by oneself. Outsourcing, e.g. to agencies, especially in the case of strongly developing competencies, offers the advantage to use these skills freshly and up to date and makes scaling easier. At the same time, especially in the case of scarce and expensive competencies such as digital marketing or data analytics, the skill sets of the employees should be planned holistically. We have summarized a selection of the most important marketing skills as examples (see figure). 

Creating Modern Working Environments for Employees

In addition to the future-oriented promotion of skill sets and the targeted planning of internal and external competencies, an inspiring and functional working environment also plays a decisive role in the ideal use of individual skills.

Thus, within the framework of our PEOPLE module, we also deal with questions relating to the provision of a modern and at the same time meaningful working environment. In the course of our project work, it has been shown time and again that many companies want to and have to break new ground, especially when it comes to office and workspace design. Open Spaces, Home Office, Co-Working Spaces and other possibilities that originate from the "New Work" idea should help to promote the performance of the employees, to make optimal use of space potential and to create an inspiring working atmosphere.

When it comes to creating an inspiring work environment, it also seems essential for companies to open up to the idea of agile working methods and not just to see agility as an empty buzzword that is currently en vogue. The establishment of agile methods of collaboration and the simultaneous consolidation of a performance culture that still allows for mistakes are a key success factor and at the same time one of the challenges for companies today.

If your company is confronted with similar issues, please contact us! We look forward to working with you to further develop your company organizationally and to ensure successful implementation.

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