The AMA Marketing Team Skills Matrix Toolkit is a spreadsheet-based resource designed to help marketing leaders assess the capabilities of their teams by skill area and proficiency level. This toolkit allows managers to visualize current skill strengths, uncover development gaps, and align roles to business needs, promoting more effective team development and resource allocation.
Rather than relying on informal feedback, the AMA Marketing Team Skills Matrix Toolkit provides a structured way to document individual and collective competencies in areas such as marketing strategy, brand, analytics, and technology. The format supports both self and manager assessment, data-driven analysis, and action planning tailored to your organizational objectives.
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Why Use the AMA Marketing Team Skills Matrix Toolkit
- Custom Skill Mapping
Adjust the skill list to fit each individual’s role by removing skills that aren’t relevant and adding any non-marketing skills needed for their responsibilities—while keeping the core categories and definitions intact. - Evidence-Based Proficiency Tracking
Use a standardized 1–5 scale and require practical examples for each rating, ensuring reliable, actionable evaluations. - Comprehensive Skill Gap Analysis
Summarize gaps at both the individual and team level to prioritize training initiatives, hiring, or role adjustments. - Structured Development Planning
Translate competency findings into targeted growth plans, succession strategies, and measurable improvement timelines.
How To Use the AMA Marketing Team Skills Matrix Toolkit
- Customize Skill Categories
- Review and modify the provided skill areas and descriptions in the Skills Assessment tab to match your marketing team’s profile.
- Define Proficiency Levels
- Reference the 5-level scale in the Competency Levels section and ensure all assessors understand the definitions.
- Conduct Assessments
- Have team members complete a self-assessment, followed by manager and optional 360 (peer/stakeholder) reviews, using the spreadsheet fields for ratings, notes, and evidence.
- Compile Individual Analysis
- Record each team member’s top strengths and development priorities in the Individual Analysis section for focused conversations.
- Summarize Team Analysis
- Aggregate ratings in the Team Analysis tab to identify average scores, skill gaps, business impacts, and required actions at a departmental level.
- Plan and Track Progress
- Use the “Action Required” and “Improvement Timeframe” fields to assign, monitor, and review ongoing skill development.
AMA Marketing Team Skills Matrix Toolkit Features & Capabilities
| Feature | Description |
|---|---|
| Customizable Skill Categories | Edit skill areas, definitions, and descriptions to fit specific team needs |
| 5-Level Proficiency Scale | Standardized from “No familiarity” to “Proficient”; anchored with evidence requirements |
| Skills Assessment Table | Rate skills by individual, including “Current Level,” “Target Level,” and gap calculation |
| Notes and Documentation Fields | Capture supporting examples and qualitative notes for each competency area |
| Individual Analysis Template | Summarize and document each employee’s key strengths and areas for improvement |
| Team Analysis Table | Aggregate and compare team-level skill data by category, calculate gaps, and set actions |
| Business Impact & Planning Fields | Align findings with business outcomes and development timelines |
Common Challenges Solved by This Toolkit
| Problem | How the Toolkit Helps |
|---|---|
| Unclear skill distribution across team roles | Maps out detailed individual and team skills in one view for better alignment |
| Subjective or inconsistent evaluations | Enforces a transparent, evidence-based scale with supporting documentation |
| Overlooked skills or unknown gaps | Summarizes current vs. target proficiency by competency, highlighting gaps and risks |
| Inefficient or generic development planning | Connects gap analysis to actionable development priorities, success metrics, and timing |
| Difficulty supporting succession or hiring | Identifies high-potential talent and organizational exposure, aiding workforce planning |
Tip
Review and update the AMA Marketing Team Skills Matrix Toolkit as roles evolve or new marketing capabilities are needed—at least annually for comprehensive accuracy, with quarterly check-ins to assess progress on development goals.