Training in the Events Industry

talent and technology – two key themes to come from our events industry survey last year and have appeared again this year.  A third major theme to emerge this year was ‘training’.  We wanted to highlight the significant increase in the need for quality training regimes compared to last year.

Click here to see the full survey results.

We found sales and marketing people placed more emphasis on the need for training compared to those in other roles.  However the difference between the type of training needed for sales and marketing teams was very different.

Sales people reported that there are a large number of untrained sales people dragging down the quality of sales teams by using outdated techniques.  Poor quality sales people isn’t a new problem, but the need for training to solve this problem has definitely become more widespread.  It is not clear whether providing more thorough training programs will solve the issue, but it is clear that proper training will at least move the industry in a positive direction.

A similar problem was reported for marketers while suggesting that many people in this role are not up to scratch.  This is probably a newer issue for marketers though as the marketer role and required skillset has changed a lot recently.  We also mentioned this key point in our earlier talent and technology blogs.  Basically, marketers need more training to cope with using the latest event technologies.  As there are many cases where marketers don’t have the required talent to perform in their roles, significant training is needed.