4
Building Talent and Skills
From Traditional to Modern
Once you've assessed the mind-set of the people in your organization and have thought through some of the structural changes you'll make, you need to think about who belongs in your marketing organization. Who's in? Who's out? What new positions should you create to optimize analytics? We turn to this topic next.
As you shift your organization to be both more analytical and customer-centric, you need to ensure that your people have the requisite skills to perform in the new kinds of roles you're creating. And that takes two components: incorporating a different filter for hiring new employees, and also assessing your current staff to see if they have the desire and capability to evolve and ...