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IFG ABM Academy | ABM Competency Assessment

Exploring the skills you need to succeed

This assessment is designed to help you reflect on your current competencies and skills. It will help you decide on your priorities for development, the actions you will take to develop, and the help you will need. We suggest you set a date to review your progress.
1.Name / Email:
2.Today’s date:
Date
3.Are you completing this assessment for yourself or for a colleague?(Required.)
Please rate the level of competency in each of the technical and soft marketing skills ABM-ers need, adding thoughts that apply to your/their current capability.
4.TECHNICAL MARKETING SKILL:
Creates actionable insight
Beginner:
I have little or no knowledge of this today
Intermediate:
I can do this with some supervision
Advanced:
I can do this without supervision
Expert:
I can teach others to do this
Leverages first, second and third-party data to identify market trends, map industry dynamics, conduct competitor analysis, build ideal customer profile and account profiles, and analyse stakeholders.
Uses primary research methods when applicable to uncover new insights about accounts and stakeholders.
Analyses data from all sources to create timely, actionable insight around ABM account drivers and priorities.
Uses insight to inform and influence decisions with different stakeholders.
5.TECHNICAL MARKETING SKILL:
Designs marketing strategy
Beginner:
I have little or no knowledge of this today
Intermediate:
I can do this with some supervision
Advanced:
I can do this without supervision
Expert:
I can teach others to do this
Identifies and prioritises opportunities for growth.
Confirms the best solutions for priority growth areas from company and partner portfolios.
Defines and describes target market segments and audiences.
Builds desired competitive positioning in ABM accounts.
6.TECHNICAL MARKETING SKILL:
Develops key messages
Beginner:
I have little or no knowledge of this today
Intermediate:
I can do this with some supervision
Advanced:
I can do this without supervision
Expert:
I can teach others to do this
Creates tailored messaging to position the company appropriately in the minds of stakeholders and target audiences.
Crafts differentiated, targeted value propositions addressing audience priorities and desired business outcomes.
Builds a cohesive proposition hierarchy or messaging house, making sure that the value propositions going into an account are aligned with each other and with the overall account strategy.
Ensures account messaging aligns with and enhances the corporate brand.
7.TECHNICAL MARKETING SKILL:
Plans and activates campaigns
Beginner:
I have little or no knowledge of this today
Intermediate:
I can do this with some supervision
Advanced:
I can do this without supervision
Expert:
I can teach others to do this
Defines the most effective mix of content and communications channels to engage stakeholders and target audiences.
Selects and tailors existing marketing assets and programmes creatively to engage target audiences.
Creates new account-specific, personalised content and campaigns.
Leverages AI and martech tools to engage stakeholders and target audiences.
8.TECHNICAL MARKETING SKILL:
Manages marketing performance
Beginner:
I have little or no knowledge of this today
Intermediate:
I can do this with some supervision
Advanced:
I can do this without supervision
Expert:
I can teach others to do this
Sets SMART objectives for ABM accounts to support business ambition and leverages martech tools to identify data that can be used to track performance.
Manages the marketing ecosystem, including agency partners, to design, build and run effective ABM campaigns.
Manages marketing budgets effectively to execute ABM activities with a positive return on investment.
Leverages AI and martech tools to track campaign performance, report progress and adapt approach to maximise impact.
9.SOFT SKILL:
Collaboration
Beginner:
I have little or no knowledge of this today
Intermediate:
I can do this with some supervision
Advanced:
I can do this without supervision
Expert:
I can teach others to do this
Has a collaborative style and builds relationships across teams to achieve objectives.
Able to give and receive feedback to improve team performance.
Uses open questions to encourage team members to share their views and expertise.
Takes a customer-centric view, bringing together the whole of our company for the benefit of the customer.
10.SOFT SKILL:
Commercial acumen
Beginner:
I have little or no knowledge of this today
Intermediate:
I can do this with some supervision
Advanced:
I can do this without supervision
Expert:
I can teach others to do this
Understands the company’s strategy and business model, including the levers that make the company commercially successful.
Able to understand the business model and drivers of ABM accounts.
Understands the implications of current trends and environmental factors on future performance.
Understands the company’s sales process and operations.
11.SOFT SKILL:
Stakeholder management
Beginner:
I have little or no knowledge of this today
Intermediate:
I can do this with some supervision
Advanced:
I can do this without supervision
Expert:
I can teach others to do this
Able to communicate with impact and influence stakeholders at all levels in an organisation.
Uses data and storytelling effectively to engage and influence different stakeholder audiences.
Demonstrates empathy and uses active listening to quickly build rapport.
Uses negotiation skills to create win-win solutions with stakeholders.
12.SOFT SKILL:
Workstyle
Beginner:
I have little or no knowledge of this today
Intermediate:
I can do this with some supervision
Advanced:
I can do this without supervision
Expert:
I can teach others to do this
Is proactive and naturally curious.
Adopts an adaptable and agile approach to work.
Is an organised multitasker with strong project management skills.
Brings creativity to problem-solving.
13.SOFT SKILL:
AI literacy
Beginner:
I have little or no knowledge of this today
Intermediate:
I can do this with some supervision
Advanced:
I can do this without supervision
Expert:
I can teach others to do this
Understands where to use AI tools and agents through the ABM process.
Is comfortable working collaboratively with AI agents and tools.
Experiments with prompting to achieve the best outcome with AI tools.
Takes an ethical and secure approach to working with AI.
Please now reflect on your assessment above and answer these questions:
[Note: If completing for a colleague, please skip this section.]
14.What are your top three competencies or skills?
15.Which two competencies or skills would you most like to develop?
16.The actions I can take to develop the skills are:
17.The help I need from my manager and/or colleagues is:
18.I will review my progress on this date:
You may like to discuss this self-assessment with your manager and colleagues, and perhaps even ask them to give you feedback on your skills.