In the rush to in-house, to spend big on martech and data, marketing is guilty of overlooking and underinvesting in its single critical component: people. People deliver change - and the RoI is solid.

Coachable moments are the things that happen day to day that can be used to help an individual change behaviour, develop strengths and ultimately become better at what they do and therefore increase their value to the business. At a time when finding the competitive edge is fundamental to all business, the people you are able to help develop can become that very thing.

Change is the “thing” most often referenced in industry commentary but it is largely related to the non-human angle, like technology or speed or delivery. What about the human element to make all this stuff work well ?

We are seeing a time where the purported lack of talent and expertise is causing marketers to question the talent level or access of their agency teams. Some consider the in-housing of media or creative to be a viable solution. Others the need to change agency. Others to deal directly with the media owners and access their expertise. Many bemoan the lack of trust and breakdown in true relationships.

But in each of these scenarios the common element is “the people, stupid”. Only by allowing them to change according to their identified needs and aptitude will you have people who are better at their job or perhaps performing a different role but doing it better. And this in between weeks and months. No technology is built that quickly.

In order for this to happen, an environment needs to be facilitated which encourages and enables coachable moments with a relevant learning plan implemented that ensures the change is watched and nurtured.

Why not make change with people as important and dynamic as we find change with technology and gimmicks? The first beneficiary at a commercial and corporate level will be the business.