Why SFIA skills matter in marketing

This article complements Extension to marketing-related skills coverage in SFIA.

Why SFIA skills matter in marketing

• Provides structured approach to skill development and career progression
• Enables cross-functional collaboration and integration
• Supports modern marketing requirements across digital and traditional channels
• Helps identify and address skill gaps in marketing teams
• Aligns marketing capabilities with broader organisational goals

Strategic and analytical skills

Data and insights

Data analytics (DAAN)

• Core purpose: Analysing data to generate actionable insights
• Marketing application: Assessment of campaign performance, customer behaviour analysis, ROI tracking
• Example: Using web analytics to optimise customer journey and improve conversion rates

Data science (DATS)

• Core purpose: Advanced data analysis using statistical and machine learning techniques
• Marketing application: Predictive modelling for customer behaviour, campaign optimisation
• Example: Creating recommendation engines for personalised marketing campaigns

Business intelligence (BINT)

• Core purpose: Converting data into meaningful business insights
• Marketing application: Market trend analysis, competitor intelligence, performance reporting
• Example: Creating interactive dashboards for campaign performance monitoring

Measurement (MEAS)

• Core purpose: Developing and implementing measurement frameworks
• Marketing application: Tracking marketing KPIs, measuring campaign effectiveness
• Example: Creating balanced scorecards for marketing performance

Experience and content skills

User research (URCH)

• Core purpose: Understanding user needs and behaviours
• Marketing application: Customer insight gathering, persona development
• Example: Conducting focus groups for new product development

User experience design (HCEV)

• Core purpose: Creating effective user interactions
• Marketing application: Website optimisation, campaign landing page design
• Example: Designing customer journey maps for digital campaigns

Content publishing (ICPM)

• Core purpose: Managing content lifecycle
• Marketing application: Content strategy implementation, multi-channel publishing
• Example: Coordinating content across social media, web, and email campaigns

Management and governance skills

Strategic management

Product management (PROD)

• Core purpose: Managing product lifecycle
• Marketing application: Market positioning, product launch planning
• Example: Managing new product introduction from concept to market

Project management (PRMG)

• Core purpose: Delivering projects effectively
• Marketing application: Developing and implementing new marketing capabilities and initiatives
• Example: A marketing manager manages a project to development and launch a new company website. This involves coordinating with IT, design, and content teams, managing timelines, budgets, and resources, and ensuring the project meets all milestones and quality standards.

Risk and governance

Governance (GOVN)

• Core purpose: Ensuring proper controls and compliance
• Marketing application: Marketing policy development, compliance management
• Example: Ensuring regulatory compliance in marketing activities

Risk management (BURM)

• Core purpose: Identifying and managing risks
• Marketing application: Campaign risk assessment, reputation management
• Example: Evaluating risks in influencer marketing campaigns

People and capability skills

Team development

Professional development (PDSV)

• Core purpose: Supporting career growth
• Marketing application: Marketing team capability building
• Example: Creating personalised development plans for marketing specialists

Performance management (PEMT)

• Core purpose: Optimising individual and team performance
• Marketing application: Marketing team effectiveness, goal setting
• Example: Implementing OKRs for marketing team

Resource management

Workforce planning (WFPL)

• Core purpose: Ensuring right capabilities available
• Marketing application: Marketing team structure planning
• Example: Planning resource needs for digital transformation

Resourcing (RESC)

• Core purpose: Acquiring and deploying resources
• Marketing application: Marketing team recruitment, resource allocation
• Example: Building balanced teams for integrated campaigns

Implementing SFIA skills in marketing

Getting started

• Assess current marketing team capabilities
• Identify priority skills for development
• Create learning and development plans
• Measure and track progress

Success indicators

• Improved marketing performance metrics
• Enhanced team capabilities
• Better cross-functional collaboration
• More effective resource utilisation
• Clearer career progression paths

Common challenges and solutions

• Challenge: Resistance to structured approach
  • Solution: Demonstrate practical benefits through pilot projects
• Challenge: Skill gap identification
  • Solution: Use SFIA framework for systematic assessment
• Challenge: Resource constraints
  • Solution: Prioritise development based on business impact