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Doing so requires a greater focus from across and within the marketing organization, along with dedicated ownership, accountability and governance. Why? Think about a typical b-to-b organization’s focus on sales enablement. Is marketing enablement somehow less important? Of course not. The problem is that it just doesn’t exist today, and the CMO can’t do it alone. Just as the sales enablement discipline has evolved into a dedicated function ensuring that the sales team has the necessary skills and training, tools, processes, and programs, so too must marketing enablement. This new function will finally allow the CMO to make sure the b-to-b marketing team is at the top of its game every day. After all, change is the only constant.
Easy answer: there's no formality. Look at IT, and each of it's myriad of disciplines: each one has a path to formalized training.
No curriculum. No trainers. No certification. It's an amoeba.
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