Which course is right for you?
Help with the right training for you and your team
I was travelling back from a regional agency conference one day and I thought how do I work out what training people need. I had a list of training the agency could provide and a list of training my teams wanted. How to match these two?
Somewhere over the Pacific Ocean, I put together this matrix which shows the streams of hard and soft skills that agency teams need to acquire as they progress in their careers.
Account management and direction are the soft skills that are wrapped around hard professional skills. You can have the best program or creative idea in the business, but if you can’t take the client on the journey and get sign off – you got nothin’.
I’d love to know what you think of the skills matrix.
AGENCY SKILLS FRAMEWORK
Skills and knowledge
|Account Director||Issues |
|Annual planning |
|Group profitability |
|Leading teams |
|Identify and win
|Account Director||Stakeholder mapping||Relationship mgt|
|Senior Account Director||PR strategy development||Strategy|
|Account Manager||Program development|
Industry /brand knowledge
|Implementation for results|
Measurement & evaluation
|Budget scoping and tracking||Supervising skills||Scan and secure additional projects|
|Senior Account Executive||Media relations|
|Effective delegation||Presentation skills
Research and analysis
|Account Executive||Writing, editing|
|Giving and receiving feedback||Creds and case study preperation|