The following is an exclusive excerpt from Paul Roetzer's new book, The Marketing Performance Blueprint: Strategies and Technologies to Build and Measure Business Success (Wiley).

As demand for performance-driven, digital-savvy marketing talent rises, universities are struggling to prepare students for the reality of a rapidly changing industry. Courses in analytics, automation, content, email, mobile, social, and other critical areas are rarely deeply integrated into marketing programs.

Rather than relying on undergraduate and graduate programs, businesses can tap into the wealth of content and experts available online to build their own internal academies and modern marketing teams.

Universities still play an instrumental role in preparing students for professional marketing careers, but for the foreseeable future, businesses must take the initiative to mold their own modern marketers.

High-performing companies find candidates at all levels with the necessary core competencies and traits (strong writing abilities, detail-oriented, analytical, strategic, curious, intrinsically motivated); they then train their employees through a blend of internal and external resources, and immerse them in marketing technology and strategy.

Only 28% of large enterprises plan to introduce formal training programs to improve digital marketing skills, according to the Online Marketing Institute; so the opportunity exists for businesses, large and small, to create a competitive advantage through talent.

Whether you are constructing a new marketing team from scratch, or enhancing the skills and capabilities of your current staff, consider the following 11 steps when building your internal marketing academy. For large-scale programs, you can implement enterprise-level learning management systems, but most organizations can run effective initiatives with spreadsheets, email, and project management software.

Step 1: Appoint an academy leader

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ABOUT THE AUTHOR
image of Paul Roetzer

Paul Roetzer is founder and CEO of PR 20/20, author of The Marketing Performance Blueprint (Wiley, 2014) and The Marketing Agency Blueprint (Wiley, 2012), and creator of Marketing Score.

Twitter: @paulroetzer

LinkedIn: Paul Roetzer