Gatorade® or Broccoli: L&D Marketing

Why L&D needs to build its marketing capability.

Last week a few tweets caught my eye. ATD released an bit of research on “Top 10 Skills to Get You Ahead in L&D” .  Number 8 on the list was marketing.  I was glad to see this.  While the Learning & Performance Institute identified Marketing and Communications in its L&D capability map, there is no mention of it in SHRM’s L&D Body of Competency and Knowledge. Sardek Love, I feel, correctly identified this skill as one of the gaps that can offer significant competitive advantage. Drawing this response form ATD.

ATD Marketing

Sardek Marketing

I touched on the need for this capability in 2018 in this blog post. I expanded my thoughts on this dimension in Running Training Like a Startup as an important driver of speed, Speed to Learner.

“In order to impact this dimension, we believe the mind-set of L&D needs to change from manufacturer to marketer. One look at attendance data will show you that the most attended trainings are frequently mandated, not sold, to their audience. Assuming that learning is solving a real problem, getting users to recognize and “buy” the solution quickly is critical. Running Training Like a Business means L&D must become marketers and packagers of a truly performance-inducing product. Like Gatorade® for employee performance.”

From course descriptions that ” sell benefits not features” to launches that capture and engage target audiences (think something than than cafeteria tables), L&D is fighting for mindshare.  Marketing can help us connect learners to learning and produce business impact in a world where learner attention is a rare commodity.

 

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s