Upskilling organisations is key to unlocking the real value of marketing. Theory and frameworks matter, but the impact only comes when they are applied in day-to-day work.

Too often, knowledge stays in slides and training sessions. What makes the difference is when it becomes part of how teams actually execute.

At eBay, we built an online version of the Marketing Academy to help make this kind of structured knowledge more accessible and usable across teams, with a focus on application rather than just learning.