A training plan should not be a tick-box document written once a year and forgotten. For independent agencies, a strong training plan is a commercial tool. It helps you deliver better work, reduce rework, build capability in the areas clients are asking for, and retain talented people.
A well-designed training plan gives people the skills to perform at their best while directly supporting business goals. The challenge today is pace. Skills are shifting quickly, and clients expect agencies to keep up.
The World Economic Forum reports that nearly 40 percent of skills required on the job are expected to change this decade, with 63 percent of employers citing skills gaps as a key barrier to business transformation. That is exactly why training needs to be planned, prioritised and communicated as a core part of the business.
Start with business goals
The most effective training plans begin with business priorities, not a list of interesting courses. Your training plan should clearly link to agency goals, with senior leadership involved in selecting key objectives.
Define three to five outcomes for the next six to twelve months, such as improving client retention, increasing profitability, strengthening pitch conversion, building capability in fast-moving areas, or reducing delivery strain.
Identify real training needs
Use performance data, client feedback, appraisals and department priorities to identify genuine training needs. This prevents training plans becoming unrealistic wish lists.
Prioritise ruthlessly
Focus on impact, urgency and reach. In most agencies, less but better training delivers stronger results.
Build the right mix of learning
Blend external training, internal learning and low or no-cost development. Treat internal knowledge-sharing with the same seriousness as paid programmes.
Cost, communicate and evaluate
Cost training realistically, communicate it clearly, and evaluate success using indicators such as retention, engagement, delivery efficiency and profitability.
For support building a commercially focused training plan, contact Suzanne at suzanne@allindependentagencies.org.
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