7: Tips for ensuring the right competency in your organization 

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Graphic from episode 7 of our podcast about the Right competency in your organization

Finding the right competency is difficult as the job market constantly evolves. Companies face the challenge: “How do we navigate the present while preparing for the future?”. As formal competencies quickly become outdated, businesses need to foster a culture of continuous development and finding the right competencies. In the future, a company’s ability to adapt will be crucial for its continued growth. For instance, the digital consumer now demands a higher level of collaboration between sales and marketing. This article explores trends lurking around the corner, five key competencies for the future, and offers new insights on how to organize teams.

What Trends Are Lurking Around the Corner?

Given the rapid pace of digital development, the emerging trends point towards a future where innovation is key. Businesses and their employees will need to work in new ways, especially by being flexible, innovative, and possessing high digital competence.

  1. Firstly, it is important for businesses to organize teams with the customer at the center. A concrete example could be transitioning from a large organization with inside sales to one that advocates e-commerce because customers want to be able to shop online, even in B2B.
  2. Secondly, the adaptability of employees becomes crucial as job roles appear and change at a faster pace. To cope with these changes, companies need to be adept at providing both tools and training to their employees.
  3. Lastly, the future carries a growing focus on sustainability and ethical business practices. Employees increasingly want to contribute to a better world, which raises the demand for innovation in green technologies and business models.

These trends underscore the importance of proactivity, both in finding opportunities and managing challenges. Now, onto the tips from studies conducted by both LinkedIn and Gartner.

You Must Identify Future Competency Needs

Some say that employees are a company’s most important asset. For employees to continue being that valuable asset, you need to provide the right conditions. Identifying which competencies will be crucial is no longer a benefit—it is a necessity. 

Organizations that actively work to understand which skills and competencies will be in demand can better position themselves. This means they can grow more and become more competitive. This involves regularly reviewing and updating recruitment strategies, investing in continuous development of employees, and promoting a learning culture. By identifying future competency needs, organizations can also become more targeted in their search for new talent, ensuring they attract individuals with the right skills and thereby building an organization ready to meet future challenges. 

Remaining proactive and daring to look ahead is a strategy to ensure a company’s growth and survival in a changing market.

Data Analysis: A Key Competency for Future Employees

“Data analysis? Isn’t that just for people with the title Data Scientist?” you might think. That is no longer the case, and especially not in the future. The ability to collect, analyze, and interpret enormous amounts of data is relevant for nearly all roles in a company. Companies that prepare their teams with training in data analysis will be able to make more informed decisions. As we can now collect virtually any data, it becomes extra important to be able to interpret all this data. It is about finding patterns and trends, discovering strategic advantages, and competitive edges that otherwise remain hidden. Therefore, investments made are not only positive for the employees’ development but also a direct investment in the company’s continued success. 

Why Digital Marketing is a Key Competency

Customers’ buying behaviors are changing, giving us less time with our customers. In the past, you had 80% of the time with the customer, and they spent 20% of the customer journey on their own. Today, it is the opposite, and you only get to be part of 20% of the journey. What this means is that customer-facing personnel, such as salespeople, need to become better at educating customers early in the buying journey. We have previously discussed the importance of becoming a knowledge leader. In short, this means that every customer-facing individual builds their personal brands and through that act as mini-marketing departments. Here, the marketing department plays a crucial role in educating and supporting salespeople with content production, packaging, graphics, and more. 

Customer-facing personnel play another significant role in digital marketing since they often gain valuable information when talking to customers. They need to be adept at informing and educating the marketing department about the challenges customers face. Moreover, it is important that they share why customers choose your company, what they appreciate about your solution, and gather powerful selling points directly from customers. This enables marketing to execute tailored campaigns that hit the target audience right in the heart. 

Knowledge in digital marketing becomes a key competency for the entire revenue organization to build strong brands and messages that resonate with customers. 

Customer Knowledge – A Key to the Revenue Process

Customer knowledge is an incredibly important key in the revenue process to optimize the revenue strategy. It is about deeply understanding customers’ needs, preferences, and buying behavior, which enables more effective revenue strategies and marketing campaigns. By teaching employees the importance of understanding the customer, companies and customer-facing personnel can become true advisors in business dialogues. This leads not only to increased customer satisfaction but also to strengthened loyalty among customers. Strong customer knowledge also helps in identifying new business opportunities that lead to extended collaborations and results for both parties. 

Why Problem-Solving is a Crucial Competency

Problem-solving is always considered an important attribute, and we agree. The reason it is especially important for ensuring the right competency in your organization is due to the current pace of innovation. You can’t possibly prepare your employees for all the challenges and problems they might meet in their work. Therefore, it becomes important to develop their ability to solve problems independently. These problems may exist within the organization, but it is especially about being adept at solving customers’ problems. 

A central part is creative thinking, critical analysis, and the ability to apply knowledge practically. Problem-solving enables individuals and teams to effectively identify, analyze, and overcome obstacles, leading to more innovative solutions, improved processes, and more satisfied customers. 

This competency not only contributes to the organization’s growth and adaptability but also to the individual’s personal development and career success. 


To succeed moving forward, companies must embrace new knowledge and be flexible. Key areas to focus on include data analysis, digital marketing, better understanding of customers, and being adept at solving challenges. They need to understand how to organize teams, which traits they can train and educate within, and when they need to recruit. By doing this, companies can secure their future and continue to grow. 

Are you looking for more insights on how to ensure the right competency in your organization? Tune in now and listen to Otto (co-founder of Salesonomics) and Niklas (Head of Recruitment at Talentonomics) discussion on our podcast “The hybrid customer journey”. 

Simon Blanche

Simon Blanche