competence - knowledge, skill, commitment

I have always thought of capturing competence in Marketing Management in a One Page, One Look reference material. Somehow, I have found this objective very challenging. Every time I see my pile of books and manuals in my table and hundreds of reference files in my CD and USB, I cannot help but be overwhelmed by the vast amount of data covering the subject. Reference materials I have kept for a total of 15 years. From classic Sun Tzu and Machiavelli to modern concepts of Kotler, Maxwell, Dr. Deming and Peter Drucker, concepts I have reflected on and tested in my line of work. There seem to be no way all these concepts can be captured in a One Page, One Look material. In as much as I have pursued to develop simplified architectures of marketing and management which are all in the form of concepts, I persist in looking for way to translate this into more concrete parameters. Parameters that can easily be understood by an aspiring student of Marketing and Sales. The challenge posed to every mentor is to draw a path that will guide a student in translating Concept into Reality.

I came across a concept while I was working with Unilever and Philip Morris. In my line of work, managing distributors and third party sales, Territory Sales Representatives, transitions and Modern Trade, I have found the concept of Professional Competency a very effective way of defining the process of selecting and developing people - key elements in the leadership function. In as much as Professional Competence can be used in the assessment of people, it can also be used by an aspiring student to manage his/ her learning process towards professional and personal growth. Competency as defined in the Business Dictionary means "A cluster of related abilities, commitments, knowledge, and skills in salesmanship that enable a sales practitioner to act effectively in a job or situation".  We must put emphasis on the words cluster of abilities,  knowledge and skill; most importantly, on the word commitment. Wherein, knowledge and skills have become second nature to a professional; such that, skills becomes instant reflexes and decision making is processed through so called "gut feel" harnessed by years of repeated discipline on the given craft. Although, the definition will be complex at first but continued referral to it will produce good results. 

Allow me to present to you the competency I find pertinent in your effectiveness in Marketing Management. May it be Advertising, Trade Marketing, Brand Management, Sale Support, Promotions and Merchandising,  Sales and Distribution. I will attest to its veracity. I have worked with these concepts for the past ten years. I have referred to it during my Van den Bergh years at Visayas, managing distributors at Selecta Walls, managing TSRs and Distributor Operation at Central Luzon; and managing my liquidation and trading business in GMA and NCR. I have extended its application to my personal life - my philosophical orientation in life is supported by Achievement Orientation. Indeed, self awareness and sense of purpose, is a key concept in managing sales operation and life itself. Each day must contribute value to our appointed course of action or a reason for living. In achievement orientation, we are not dismayed or weakened by Kai Zen because your attitude for your work is Value-Driven. May these concepts find its way to hearts and minds of the aspiring students of Marketing Management. Of ancient principles and modern marketing concepts, "moral and intellectual faculty of man will remain decisive in battle" - ultimately, with One Page, One Look captures the intellectual and moral aspect of a warrior in 21st century Marketing.

Achievement Orientation

This competency is about how well you set goals and achieve standards of excellence and improved personal performance. You examine your ability to apply yourself, to persist and to manage under pressure to achieve goals and targets. You look at how well you manage different points of view and take calculated risks.( managementfocus.com)

Entrepreneurial Orientation

Capacity and willingness to undertake conception, organization, and management of a productive venture with all attendant risks, while seeking profit as a reward. Entrepreneurial spirit is characterized by innovation and risk-taking, and an essential component of a nation's ability to succeed in an ever changing and more competitive global marketplace. ( businessdictionary.com)

Business Management Skills

The concept pertaining to a person's knowledge and ability to make on time and profitable business decisions thru PLOC – Planning, Leading Organizing and Controlling; ( Ram Charan ) the art of “linking an insightful assessment of the external business landscape with the keen awareness of how money can be made — and then executing the strategy to deliver the desired results. ( wikipedia.com )

Change Leadership

Initiates and/or manages the change process and energizes it on an ongoing basis, taking steps to remove barriers or accelerate its pace.

Customer Service Orientation

The competency of balancing interests of a variety of customers, internal and external. Readily readjusts priorities to respond to changing client demands. Anticipates and meets the need of clients. Achieves quality customer service. Is committed to continuous improvement of services.

Communication and Influence

Effectively transfers thoughts and expresses ideas orally or verbally in individual or group situations. Asserts own ideas and persuades others, gaining support and commitment from others; mobilizes people to take action, using creative approaches to motivate others to meet goals.

Strategic Orientation

The competency that involves strategic thinking and planning. It seeks innovation and imagines new and very different futures that may lead the company to redefine its core strategies and even its industry". Strategic planning's role is "to realize and to support strategies developed through the strategic thinking process and to integrate these back into the business".^{Wikipedia.com}

Interpersonal skills

The competency of consistently developing and sustaining cooperative working relationships. Encourages cooperation within the organization Develops networks and builds alliances.  Skill in assessing, judgment and management  of various personalities. .

Identifies the internal /external politics that impacts on the organization; Teamwork, collaboration, interpersonal skills, coalition

Leadership Orientation

The capacity of leaders to listen and observe, to use their expertise as a starting point to encourage dialogue between all levels of decision-making, to establish processes and transparency in decision-making, to articulate their own value and visions clearly but not impose them. Leadership is about setting and not just reacting to agendas, identifying problems, and initiating change that makes for substantial.  improvemrather than managing change." ( Ann Marie McSwain, Lincoln University, wikiperdia.com )

Creative Thinking

The competency of developing new insights into situations. Applies innovative solutions to make organizational improvements. Creates an environment that encourages creative thinking and innovation. Designs and implements new or cutting-edge programs and processes. Demonstrates resourcefulness and sustainable innovation. Demonstrates analytical in providing a creative solution to a problem.