DEFINING MARKETING SKILLS FOR TODAY AND THE FUTURE
THE CHALLENGE
The marketing team had a clear vision of how they could add value to the BBC. They wanted to define a set of core skills that would take them towards this future and help them deliver today. A skills framework was needed that was practical, helpful and relevant to all teams. It needed to provide inspiration and clarity – and give individuals the confidence to take ownership of their future success.
THE APPROACH
Triniti developed a competency framework. It defined the relevant skills – and incorporated tangible examples of the skills in action, so they could be evaluated objectively. The marketing team co-created the content with us, making the language and behaviours highly specific to the BBC. The skills were road tested by mapping to key roles across the team and checked for future relevance.
We brought the framework to life with high-impact visuals and launched it with a ‘role play’ road show so everyone knew what was expected of them.
THE RESULTS
Framework launched and embedded across all members of the marketing and audiences team
Championed and owned by the Marketing Leadership team, not seen as an HR initiative
Used across all job descriptions and personal development planning
The foundation for long term marketing learning and development planning