Training in Winning Organizations

June 27, 2014

Of the data examined in the Marketing2020 survey, training proved to be the most important differentiator between over- and underperforming organizations.

Forty-three percent of overperforming organizations in the U.S. offer their employees more than three days of training annually versus only 22 percent of underperformers. Moreover, 36 percent of overperforming organizations work with trainers who have sufficient external expertise and experience versus 25 percent of underperformers.

  • Forty-five percent of overperforming organizations have training programs tailored around their specific needs versus 28 percent of underperformers.

  • Thirty-six percent of overperforming organizations use trainers who really understand the company’s business versus 28 percent of underperformers.

(Click on chart to enlarge.)

About Marketing2020

Marketing2020Organizing for Growth is the most comprehensive global marketing leadership initiative ever undertaken. Led by Millward Brown Vermeer in partnership with the ANA, Spencer Stuart, and Adobe, Marketing2020 is focused on how to best align marketing strategy, structure, and capabilities for business growth. The Marketing2020 fieldwork included vision interviews with more than 250 leading CMOs and an in-depth online survey of 10,491 contributors from 92 countries.


"Training in Winning Organizations." Marketing2020.