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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

Acct Mgt

Financial

Management

Business Development
Account DirectorIssues
Crisis
Annual planning
Negotiation
Group profitability
Capacity
Leading teams
Interview skills
Identify and win
Business networking
Account DirectorStakeholder mappingRelationship mgt
Quality oversight
Selling
Forecasting
Budget negotiating
HR policies
Performance management
Pitching
Referrals
Thought leadership
Senior Account DirectorPR strategy developmentStrategy
Effective communication
Client profitability
Negotiation
Coaching
Counselling
Brainstorm facilitation
Pitching
Account ManagerProgram development
Industry /brand knowledge
Implementation for results
Measurement & evaluation
Budget scoping and trackingSupervising skillsScan and secure additional projects
Senior Account ExecutiveMedia relations
Social Media
Event Mgt
Effective meetings
Understanding self
Time management
Budget tracking
Effective delegationPresentation skills
Research and analysis
Account ExecutiveWriting, editing
Monitoring
Active listening
Reporting
Timesheets
Purchase orders
Giving and receiving feedbackCreds and case study preperation

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