This article by MITSloan Managment Review discusses how Procter & Gamble (P&G), a consumer packaged goods giant, assessed the digital marketing ability of its managers to achieve digital transformation across its brands. They highlight how leaders should assess the ability of employees by identifying employee role attributes and converting them into performance metrics. This process can help leaders create dashboards to track and improve metrics and address gaps in individual and group abilities.
P&G’s e-business team identified five attributes that define the digital marketing ability of the company’s brand and business managers. These attributes were anchored in the customer’s digital journey and relate to the classic marketing funnel: discovery, awareness, interest, purchase, and loyalty. The five attributes were digital media, search, website, content, and e-commerce.
Overall, this article highlights the importance of assessing the digital marketing ability of leaders in addition to raising the digital IQ of the workforce. By doing so, leaders can identify and activate pockets of strength in digital ability and isolate and remediate pockets of weakness, thus driving up sales, profit margins, and cash flow.
