The marketing team requires training that enables team members to be continuously updated on best practices regarding direct marketing, privacy guidelines/regulations, customer segmentation, and new technology training to enhance productivity and manage risk.
Marketing-focused e-learning includes content-authoring systems and tools to create and deploy product-focused content, synchronous learning (live virtual classrooms), and e-coaching collaboration tools to better enable campaign development and assist in the creative design process, as well as asynchronous content for training on marketing best practices (e.g., writing, designing, market team positioning) and improving workflow.
Vendors focused on e-learning for the marketing team include those mentioned in the field sales category as well Conjoin (which provides collaborative portals for sales and marketing teams) and MarketSoft (which, through a partnership with Centra, has added e-learning as a component to its marketing process automation product).
During 2003-04, we believe LMS vendors and content vendors will focus on improving the effectiveness of the marketing team in concurrence with sales initiatives. Often, these strategies will be delivered in partnership with leading marketing automation vendors.
