October 30, 2018

An Emerging 21st Century Job - The Business Scientist

Bruce Cleveland | Founding Partner, Wildcat Venutre Partners
Written by:

Bruce Cleveland | Founding Partner, Wildcat Venutre Partners

There has been significant discussion and angst around how automation will displace hundreds of thousands, if not millions, of jobs via machine learning, AI, drones, robotics, etc. It's no longer a question of "if" automation will infiltrate every industry globally - it's just a matter of when.

However, just as we experienced through several Industrial Ages, where many jobs were eliminated, new opportunities arose. This, too, will happen - is happening - in the 21st century and the First Intelligence Age.

In fact, the digital economy and digital transformation are giving rise to an entirely new type of worker-- the "business scientist". Business scientists don’t need to code software. Instead, they “operate” soft machinery – business application software – from industry leaders such as Marketo, Salesforce, SAP and others. These applications power key business functions in companies of all sizes and industries.

And, it turns out that a liberal arts background is ideally-suited for business scientists – where you are taught to write, analyze, think critically and creatively. By simply adding “digital skills” to a universal skills set and providing a work experience, people with a liberal arts background are ready to take on these business science roles.

It's interesting that while politicians, academicians, and others seem to be laser focused on STEM programs, there are, in fact, 6-7X the number of jobs available for people with business science skills. The fact is that only 6.5% of all US jobs are STEM-related and this percentage is not projected to grow much higher. And, the unstated truth, is that unless you score(d) 650 or higher on the math section of the SAT, you aren't likely to get into a quality STEM program or job no matter which coding academy you attend.

Business science jobs aren't posted as business science positions-- we all know them primarily as "operations" roles. But, the people who are being hired to fill these roles today must understand the "science" of the function and trained and certified how to use the business software that powers the function.

Don't believe me? Go to Indeed.com and type in “sales operations” or “digital marketing” or “customer support” and you will see that there are literally 100s of thousands of jobs posted right now.

The mission of GreenFig - a microeducation company that teaches applied business science - is to prepare people to be business scientists. GreenFig students include people who are graduating from a higher-ed program, professionals who need to upgrade their skills, vets returning to civilian roles, women returning the workforce after a long absence, and the un/under employed.

GreenFig's strategy is to partner with industry-leading business application software providers (e.g. Marketo, Salesforce, Workday, Zendesk, et al.). While each of these companies have phenomenal online programs to teach the mechanics (how to set up and manage their applications), GreenFig teaches the strategy behind using these applications.

For marketing, this means understanding personas, offers, call to actions, SEO/SEM, etc. For sales operations this means understanding how to create territories, quotas, commission plans, etc. And so on for each business function.

GreenFig uses a hybrid delivery model - online and on premise. GreenFig works with colleges and universities that provide the classroom and instructor of record. GreenFig then broadcasts live into the classroom using its instructors from industry and via real-time instruction - not pre-recorded - so you get live interaction with other students and instructors.

GreenFig also provides an integrated work experience with its program – a mentored, internship that it calls an Apprentorship. And, GreenFig prepares its students to take, and pass, key certifications from Facebook, Google, Salesforce, Marketo and others.

The result -- high completion rates, high placement rates and high NPS - for very little $ and time - 1 semester, 2 classes per week, arranged to fit around work hours.

So, if you're worried that the job you have may be going away or that you don't have the requisite skills to retain or secure a job, take a look at GreenFig and becoming a business scientist. It's a 1 semester commitment to a 21st century career.


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GreenFig Education Series Sneak Peek Week 4: Smarter Business Decisions

Introduction to GreenFig Education Series As part of GreenFig’s mission to enable lifelong learning and to accelerate skill development for high demand jobs with our microdegrees in applied business science, we are offering you a sneak peek into the GreenFig experience with our four week Education Series. We provide highlights from the Digital Marketing Science classes taught by Tracy Eiler, CMO of InsideView. She is a marketing pioneer who is passionate about shaping the next generation of marketers. She was recently named a B2B Demand Marketing Game Changer, and is ranked among the Top 30 Most Influential Women in B2B Marketing Technology. Ms. Eiler moonlights as a GreenFig instructor, teaching the same cutting edge topics that she’s advancing at InsideView, including how to align sales and marketing, define total addressable market, and determine ideal customer profiles. We’re excited to offer our blog readers a taste of the job-ready skills our students are gaining this fall to prepare themselves for high-trajectory careers in the digital economy. Putting it together: Turn Total Addressable Market into Closed Deals This is the fourth and final post in a four-part series explaining the concept of total addressable market and providing tips to help you begin identifying, gathering data on, and targeting your company’s TAM. Don’t forget to read part one’s overview of total addressable market, part two’s tips on defining your ideal customer profile, and part three’s tips for turning TAM into your target list. Why are these concepts – the notion of distilling your target market down to the granular level and putting them into practice - critical to growing your B2B business? The answer is simple: ROI. Companies who focus their efforts on these initiatives experience better return on their marketing dollar investment. Put Sales and Marketing to Work by Turning Total Addressable Market into Targets As you look to expand and grow, total addressable market (TAM) is also used to gauge the size of new markets to enter, to justify or expand investments in a current market, or to research new product opportunities. In every case, having an accurate view of your TAM is critical to making the best business decisions. Being able to visualize your market is a bonus that helps with defining and assigning territories, allocating field resources, and focusing marketing efforts. A good example comes from HgCapital, a private equity investor based in London and Munich, who says that “being able to tell a clear story of what truly defines a company’s addressable market is a great starting point for thinking creatively about where to invest for growth”. If, for example, your average contract value is expected to be $25,000 and the total number of potential customers in a market is 1,237, then simply multiplying those two values puts the potential market opportunity at roughly $31 million. If your TAM is inaccurate, even by a small margin, you might make the wrong go/no-go decision. Again, having a “clear story” of the TAM is critical to good decision-making, at every level, from an individual marketing campaign to a strategic business-changing initiative. If you missed the previous installments in this series, you can find them here: Part 1 Maximize Growth by Targeting Your Total Addressable Market Part 2 Ideal Customer Profile Brings Total Addressable Market into Focus Part 3 Put Sales and Marketing to Work by Turning Total Addressable Market into a Targetable List Blog written by Jyothsna Durgados See Tracy in Action GreenFig students not only learn these business-critical concepts, but execute them as well. Our course curriculum includes a mini-internship, providing each student the opportunity to run a real-world marketing campaign for a real-world company. Upon graduation, GreenFig students are then prepared with the skills and experience to make an immediate impact at work. Find out how how quickly you can gain the skills needed to thrive in the digital economy. Drop us a line. Paula Sansburn, COO

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