Two-hour guest lecture to B2B marketing students at Lancaster University Management School, gathering feedback from B2B professionals on the skills gap for marketing graduates.

1. B2B MARKETING:
THE SKILLS GAP
Duncan Chapple, CCgroup
Slides later today at slideshare.net/dchapple

2. THE CONTEXT: B2B
VALUE CREATION
Look out for these slides later today at
www.slideshare.net/dchapple

3. TRADITIONAL VALUE CREATION MODEL
CUSTOMER CO-CREATION DRIVES AGILITY
9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap 3

4. B2B MARKETING SKILLS GAP (1/3)
Understanding value
• Market sensing
• Understanding firms as
customers
• Crafting market strategy
4
This Photo by Unknown Author is licensed under CC BY-NC
9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

5. B2B MARKETING SKILLS GAP (2/3)
Creating value
• Managing the offer
• Managing the channel
• Realising new offers
5
This Photo by Unknown Author is licensed under CC
BY-SA-NC
9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

6. B2B MARKETING SKILLS GAP (3/3)
Delivering value
• Sustaining client
relationships
• Sustaining reseller
relationships
• Gaining customers
6
This Photo by Unknown Author is
licensed under CC BY-SA-NC
9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

7. 1. INTRODUCTION
• Duncan Chapple
• CCgroup & GlobalCom
• Sorry, but not sorry
01
7@DuncanChapple. B2B Marketing: The Skills Gap

8. 20 YEARS IN BUSINESS TO BUSINESS TECH
‘On stage’ and ‘back stage’
8
B2B Tech Industry
Analyst, Ovum
[Informa]
Business Group
Director, Brodeur
[Ketchum]
Consultancy
Director, Loudhouse
[Octopus Group]
Influencer Relations,
Lighthouse –
[Kea Company]
Head of Analyst
Relations, CCgroup
PR [GlobalCom PR]
Social Sciences, BA
at Manchester
Business Analysis,
MSc at City Uni
Marketing, MBA at
London B School
Chartered Marketer,
CIM
B2B Market Studies,
PhD at Edinburgh
@DuncanChapple. B2B Marketing: The Skills Gap

9. @DuncanChapple. B2B Marketing: The Skills Gap 9

10. GLOBALCOM PR: 1400-STRONG NETWORK
@DuncanChapple. B2B Marketing: The Skills Gap 10

11. GLOBALCOM PR NETWORK’S CORE INDUSTRIES
CCGROUP FOCUSES ON B2B TECH
@DuncanChapple. B2B Marketing: The Skills Gap 11

12. SORRY, BUT NOT SORRY
@DuncanChapple. B2B Marketing: The Skills Gap 12
I asked marketing industry professionals
• what’s the skills gap between what
graduates more or less all have, and
what’s need for the second or third role?
Performance
9:20 PM
Business schools make sure people can
function at the lowest common denominator
level with the core skills for entry-level roles
• What got you here won’t get you there
Grades

13. QUESTIONS?
Introduction

14. UNDERSTANDING
VALUE
•Market sensing
•Understanding firms as customers
•Crafting market strategy
02
14@DuncanChapple. B2B Marketing: The Skills Gap

15. 2.1 MARKET SENSING
@DuncanChapple. B2B Marketing: The Skills Gap 15
Help senior managers and
team leaders to anticipate
the competition
Develop and test hypotheses
through thought leadership
9:20 PM

16. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING
MY TAKE
Many school classes
and uni lectures don't
expect much
preparation.
Students can avoid
active participation.
@DuncanChapple. B2B Marketing: The Skills Gap 16
You need to learn
how to prepare in the
workplace
Marketers need to
manage their own
learning and growth
9:20 PM

17. FARAH GOVANI-EXALL
EXECUTIVE COACH
179:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
Former HR
director at Black
Rock. Provides
leadership
development to
companies

18. FARAH GOVANI-EXALL
EXECUTIVE COACH
@DuncanChapple. B2B Marketing: The Skills Gap 18
One area
where I have
seen so many
grads struggle
is handling
uncertainty,
change, &
complexity
9:20 PM

19. ERIK VONK
INTERNATIONAL ROLLOUT MANAGER
@DuncanChapple. B2B Marketing: The Skills Gap 19
B2B marketing
background at
BearingPoint,
Criteo, and
Netherland-UK
Chamber of
Commerce

20. ERIK VONK
INTERNATIONAL ROLLOUT MANAGER
@DuncanChapple. B2B Marketing: The Skills Gap 20
Challenge is very much to work in
teams with people from different
backgrounds and get people to take
their headsets off and become part of
the team
In the office it is about connecting with
your colleagues and your surroundings
Even in a small team, if you don’t
connect you are not a team but just
individuals who happen to be in the
same space.

21. 2.2 UNDERSTANDING FIRMS AS
CUSTOMERS
@DuncanChapple. B2B Marketing: The Skills Gap 21
Learning who our clients
buy from, sell through,
partner with
• how our solution delivers
value to them
• Known and unknown
requirements
Learning who their clients
buy from, sell through,
partner with
• how their solution
delivers value
• Known and unknown
requirements
9:20 PM

22. JOHN KEATS
19TH CENTURY POET
@DuncanChapple. B2B Marketing: The Skills Gap 22

23. JOHN KEATS
19TH CENTURY POET
Negative Capability that is when a
man [sic] is capable of being in
uncertainties, mysteries, doubts,
without any irritable reaching after
fact and reason
@DuncanChapple. B2B Marketing: The Skills Gap 23

24. BUDD MARGOLIS
CONSULTANT ON GLOBAL TV SHOPPING
249:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
Advises
companies that
conceive, make
products and
supply TV
shopping
channels across
the world

25. BUDD MARGOLIS
CONSULTANT ON GLOBAL TV SHOPPING
• Empathy
• eye contact
• listening
• crystal clear solutions
to the client's actual
problems
@DuncanChapple. B2B Marketing: The Skills Gap 25
• Making & explaining
value propositions
• sales presentations
supported by
experience gained
• from study
• from observation
9:20 PM

26. DR. JANET WARD
READER IN MARKETING, SUNDERLAND UNI &
HANKEN SCHOOL OF ECONOMICS, HELSINKI
269:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
Knowledge
Transfer Partner
project leader,
embedding
marketing insight
partners into
business

27. DR. JANET WARD
READER IN MARKETING, SUNDERLAND UNI &
HANKEN SCHOOL OF ECONOMICS, HELSINKI
How does the client brand
remain relevant across key
client segments?
279:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

28. CLIENT SEGMENTATION EXAMPLE
GREGGS MARKETING CHALLENGE
@DuncanChapple. B2B Marketing: The Skills Gap 28
Northumbria University,
Newcastle University,
Teeside University and
University of Sunderland
9:20 PM

29. 2.3 CRAFTING MARKET
STRATEGY
299:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

30. GAVIN RICHARDSON MBA
B2B CONSTRUCTION FOUNDER
309:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
Founded leading
provider of
complex gas
transport
solutions to
laboratories and
factories

31. GAVIN RICHARDSON MBA
B2B CONSTRUCTION FOUNDER
Reflection is a key skill
319:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

32. CLÉMENCE DAURAT
TOULOUSE SCHOOL OF ECONOMICS
329:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
Consults to B2B
marketing firms
on globalisation

33. CLÉMENCE DAURAT
TOULOUSE SCHOOL OF ECONOMICS
• The lack of communication
is an issue
• When they have
responsibilities graduates
also don't know how to
handle company pressure
and stress
339:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

34. UNDERSTANDING VALUE
@DuncanChapple. B2B Marketing: The Skills Gap 34
Share insight about the market with our audience
• Segment attractiveness
• Competitor analysis
• Value models
• Measure and compare customer satisfaction and pricing

35. QUESTIONS?
Market sensing
Understanding firms as customers
Crafting market strategy

36. CREATING VALUE
• Managing the offer
• Managing the Channel
• Realising the new offer
03
36@DuncanChapple. B2B Marketing: The Skills Gap

37. 3.1 MANAGING THE OFFER
379:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

38. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING
MY TAKE
Managing your
studies is simpler
than managing work
• You are told what
you need to know
• Bursts of activity
rather than
continual high pace
• Mostly personal
assessment
@DuncanChapple. B2B Marketing: The Skills Gap 38
Learn how to prepare
in the workplace
• Marketers need to
manage their own
learning and
growth
• Workplaces have
team-wide and
company-wide
goals
9:20 PM

39. LUDOVIC LEFORESTIER
INFLUENCER RELATIONS DIRECTOR
399:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
B2B Tech
marketing
communications
veteran: IBM,
Hitachi, Oracle,
EMC,
StorageTek,
Criteo

40. LUDOVIC LEFORESTIER
INFLUENCER RELATIONS DIRECTOR
Excel skills!
My take:
Time after time, marketers lose the argument
because they don’t have the numbers
409:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

41. LAUREL PRINCE
B2B MARKETING COMMUNICATIONS
419:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
Analyst relations
for HERE (Maps
from Audi, BMW,
and Mercedes).
Former B2B PR
for property &
regeneration
sectors,

42. LAUREL PRINCE
B2B MARKETING COMMUNICATIONS
At university/school most
modules/subjects are graded
by an exam or piece of
course work. Or at least
specific times. So, I at least,
often worked hard in
sporadic bursts.
@DuncanChapple. B2B Marketing: The Skills Gap 42
With work you have constant
deliverables and need to be
ready demonstrate progress
at any time, if say you/your
boss have a meeting and
need to give an update at
short notice.
No surprise deadlines or fire
drills at school/uni.
You can plan and manage
your own time
9:20 PM

43. 3.2 MANAGING THE CHANNEL
439:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

44. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING
MY TAKE
School focuses on
your individual
performance
Students have to be
okay at everything.
@DuncanChapple. B2B Marketing: The Skills Gap 44
Work asks you to be
a catalyst with others
In business you can
be terrible at most
things if you are
excellent at
something valuable
9:20 PM

45. SIMON BURTON
MARKETING/MARKET RESEARCH RECRUITER
9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap 45
Founded
recruitment
consultancy
serving
marketing and
market research
companies

46. SIMON BURTON
MARKETING/MARKET RESEARCH RECRUITER
In my experience of hiring for
large organisations the ability
to manage a broad array of
stakeholders (possibly internal
and external) with differing
priorities is one of the hardest
things to learn.
9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap 46

47. ESTHER BOYER
B2B2B2B START-UP COACH
479:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
Provides new
business
coaches to UK
Gov for projects
with partners in
Uganda

48. ESTHER BOYER
B2B2B2B START-UP COACH
I studied marketing in my
bachelor’s degree
What I felt is that not enough
focus was put on
• team work
• constructive criticism
• links with industry
489:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

49. LAUREL PRINCE
GLOBAL MARKETING COMMUNICATIONS
499:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
Analyst relations
for HERE (Maps
from Audi, BMW,
and Mercedes).
Former B2B PR
for property &
regeneration
sectors,

50. LAUREL PRINCE
GLOBAL MARKETING COMMUNICATIONS
University is more about
people as individuals and
traits that make them an
effective/useful in the team.
• In marketing, often someone
isn't the best writer but is
awesome in pitches/has
great ideas. Or vice versa.
• A good team has a good mix
509:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

51. 3.3 REALISING NEW OFFERS
.
519:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

52. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING
MY TAKE
School students are
taught top-down to
stable curricula
@DuncanChapple. B2B Marketing: The Skills Gap 52
Marketers discover
from each other and
themselves, from a
co-created plan.
9:20 PM

53. SAKU TIHVERÄINEN
INTERNATIONAL RECRUITMENT LEADER
@DuncanChapple. B2B Marketing: The Skills Gap 53
Recruitment
supportfor hiring
managers, and
planning of
employer
branding

54. SAKU TIHVERÄINEN
INTERNATIONAL RECRUITMENT LEADER
“Inhibitors" limit using and
expressing one's own potential
and talent
• no mistakes, no shame mindset
The most talented can easily end
up thinking they cannot make
mistakes, taking pressure from it
@DuncanChapple. B2B Marketing: The Skills Gap 54

55. QUESTIONS?
Managing the offer
Managing the Channel
Realising the new offer

56. DELIVERING VALUE
• Sustaining client relationships
• Sustaining reseller relationships
• Gaining customers
04
56@DuncanChapple. B2B Marketing: The Skills Gap

57. 4.1 SUSTAINING CLIENT
RELATIONSHIPS
579:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

58. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING
MY TAKE
Little group work at
school, and it's
directed
@DuncanChapple. B2B Marketing: The Skills Gap 58
Groups of marketers
need to work out how
they can work
9:20 PM

59. LAUREL PRINCE
GLOBAL MARKETING COMMUNICATIONS
599:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
Analyst relations
for HERE (Maps
from Audi, BMW,
and Mercedes).
Former B2B PR
for property &
regeneration
sectors,

60. LAUREL PRINCE
GLOBAL MARKETING COMMUNICATIONS
• At school and university
everyone is assessed and
expected to perform in the
same way.
• But, in the world of work it's
more about a mix of skills
and personality traits
609:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

61. 4.2 SUSTAINING RESELLER
RELATIONSHIPS
619:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

62. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING
MY TAKE
Students consume
and create content
individually, which is
assessed by an
individual
@DuncanChapple. B2B Marketing: The Skills Gap 62
Marketers co-create
thought leadership
content interactively,
in a trans-platform
conversation
9:20 PM

63. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING
MY TAKE
Students don't try to make lecturers look
good in the eyes of professors. There's no
appreciative culture, and that is vital in
business.
@DuncanChapple. B2B Marketing: The Skills Gap 63
in many organisations your task is to make
your partner look good so she can make
you look good.
9:20 PM

64. CHRISTOPHER BAIRD
ARTIFICIALINTELLIGENCE & ORGANISATION PHD
9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap 64
Delivering
sustainable value
solutions for
social
enterprises

65. CHRISTOPHER BAIRD
ARTIFICIALINTELLIGENCE & ORGANISATION GURU
One of the most important things
is to know that it's okay to not
know."
A lot of unethical, undesirable,
and/or hasty actions are made by
people uncomfortable with not
knowing. They instead act in
damaging delusion.
9:20 PM@DuncanChapple. B2B Marketing: The Skills Gap 65

66. 4.3 GAINING CUSTOMERS
669:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

67. TENSION BETWEEN ACADEMIC AND PROFESSIONAL MARKETING
MY TAKE
Students can hide
behind screens, with
minimum participation
@DuncanChapple. B2B Marketing: The Skills Gap 67
Marketers turn up and
gain the confidence to
interact and to
mobilise others
9:20 PM

68. FARAH GOVANI-EXALL
EXECUTIVE COACH
689:20 PM@DuncanChapple. B2B Marketing: The Skills Gap
Former HR
director at Black
Rock. Provides
leadership
development to
companies

69. FARAH GOVANI-EXALL
EXECUTIVE COACH
There is something about
hierarchy, particularly in large
organisations.
• Whether you like or not,
people with higher ranking
corporate titles may not
want to hear what the
newbies think all the time.
• Somebody has to do the
grunt work.
699:20 PM@DuncanChapple. B2B Marketing: The Skills Gap

70. QUESTIONS?
Sustaining client relationships
Sustaining reseller relationships
Gaining customers

71. B2B MARKETING:
THE SKILLS GAP
Follow me at
twitter.com/duncanchapple
linkedin.com/in/duncanchapple