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Last updated on 2024年7月1日

Here's how you can enhance your team by cross-training them in various marketing research areas.

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In today's fast-paced business environment, cross-training your team in various marketing research areas is a strategic move that can lead to a more flexible, knowledgeable, and efficient workforce. By understanding different facets of marketing research, your team members can better collaborate, cover for one another during absences or peak workloads, and bring a more comprehensive view to projects. Cross-training not only enhances the skill set of each team member but also fosters a culture of continuous learning and adaptability within your organization.

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Assoc. Prof. Dr. Amjad Shamim, PhD, CMgr FCMI, CPM

HRDC Accredited Trainer ? Chartered Manager (CMgr FCMI) ? Certified Professional Marketer ? Innovation Coach ? Linkedin…

1 Define Goals

Before diving into cross-training, it's crucial to define clear goals and objectives . What do you hope to achieve by cross-training your team? Whether it's to increase the versatility of your workforce , reduce bottlenecks, or ensure continuity in research projects, having well-defined goals will guide the training process and help measure its success. This step also involves identifying which marketing research skills are most relevant to your team's needs and the overall goals of your organization.

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Assoc. Prof. Dr. Amjad Shamim, PhD, CMgr FCMI, CPM

HRDC Accredited Trainer ? Chartered Manager (CMgr FCMI) ? Certified Professional Marketer ? Innovation Coach ? Linkedin Top Consumer Behavior Voice ? Associate Professor ? Program Manager MBA-EM ? Researcher
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Cross-training is very important for marketers as it enhances their knowledge of multiple functions, which helps them become well-rounded professionals capable of addressing most customer queries. I meet many sales professionals when I conduct training in different industries, and I am always surprised to hear their success stories. Some of them do very well despite not having a marketing background; they are successful sales professionals. One of the fundamental reasons for their success is their experience across functions, which prepares them well to face any challenge. Lesson learned: Sales professionals must be trained on the job and given opportunities to work across functions.

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Kat Felix, MA

Talent Acquisition Manager @ Streamsong Resort | Acquisitions & LMS protocols
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First having conversations of their career goals and learning who they are to gain perspective on their strengths so that they can be strategically be placed in a role that highlights the best of them. Thus, cross training is simplified.

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Vaibhav Savla ??

Marketing Lead at Lyzr AI | Ex - Engati | VUB Graduate
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One learning session ?? in a week - where anybody in the team shares whatever they've learned over a period. Give them the podium and their confidence will go through the roof! Just executing this brings together the entire team! Views/thoughts?

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2 Assess Skills

Begin by assessing the current skills and knowledge gaps within your team. This will help you tailor the cross-training program to address specific needs and avoid covering areas where your team is already proficient. Use surveys or interviews to gather insights on each member's expertise and interests in marketing research disciplines. This assessment will inform you about who could teach certain aspects of marketing research and who would benefit most from learning them.

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Assoc. Prof. Dr. Amjad Shamim, PhD, CMgr FCMI, CPM

HRDC Accredited Trainer ? Chartered Manager (CMgr FCMI) ? Certified Professional Marketer ? Innovation Coach ? Linkedin Top Consumer Behavior Voice ? Associate Professor ? Program Manager MBA-EM ? Researcher
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Knowledge and skills (referred to as Service in the service-dominant logic) are exchanged to create value. Service is exchanged for service that creates value for all. Hence, both sales professionals and customers should have at least primary knowledge and skills to convert potential value into real value in the market offerings they exchange. The marketer's role now is not only to gain knowledge and skills but also to facilitate customers in acquiring the same — ultimately enabling them to create real value and, consequently, receive value in return. In my Value Co-Creation trainings, I always focus on building such knowledge and skills (service).

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3 Plan Training

With goals set and skills assessed, it's time to plan the cross-training sessions . Decide on the format—will it be workshops, one-on-one mentoring, or online courses ? Determine the schedule that causes minimal disruption to ongoing projects. It's also important to consider the learning preferences of your team members. Some may prefer hands-on experience, while others might benefit more from theoretical knowledge. A well-structured plan ensures that cross-training is effective and engaging.

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4 Execute Training

Executing the cross-training involves coordinating schedules, resources, and monitoring progress. Choose team members with expertise in specific marketing research areas to lead training sessions, creating a sense of ownership and pride in their skills. Encourage an environment where questions are welcomed and knowledge is shared openly. This stage is not just about imparting knowledge but also about building stronger team bonds and understanding each other's roles better.

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5 Monitor Progress

As your team undergoes cross-training, it's important to monitor progress and collect feedback . Are the training methods effective? Is the team applying new skills to their work? Regular check-ins will help you adjust the training program as needed and ensure that it remains aligned with your goals. Celebrating milestones and achievements can also motivate your team and reinforce the value of cross-training.

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6 Iterate Process

Finally, view cross-training as an ongoing process rather than a one-time event. The marketing research field is constantly evolving , so what's relevant today might change tomorrow. Regularly review and update your cross-training program to keep pace with industry trends and internal company developments. By iterating the process, you ensure that your team's skills remain sharp and your organization stays competitive.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Here's how you can enhance your team by cross-training them in various marketing research areas.

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1 Define Goals

2 Assess Skills

3 Plan Training

4 Execute Training

5 Monitor Progress

6 Iterate Process

7 Here’s what else to consider

Marketing Research

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