Skills required to Build a Marketing Organisation of the Future | Tomorrow People

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Skills Required to Build a Marketing Organisation of the Future

CMOs need six key skills to bring their departments into the future; are you ready?



Skill 1

LeadershipInbound marketing is undoubtedly the future of the industry. Therefore, today’s marketing executives need a set of specialised skills to enable them to get the best from their businesses.

Skill 1

LeadershipInbound marketing is undoubtedly the future of the industry. Therefore, today’s marketing executives need a set of specialised skills to enable them to get the best from their businesses.

Take an authoritative stance on the direction needed to grow a brand

Deliver the strategies needed to create demand

Organise and lead a team to deliver on strategies

Recognise how these key skills impact the overall business objectives

Leadership skills are essential in order to:



Skill 2

Commercial and Business Acumen

Skill 2

Commercial and Business Acumen

Recognise how to engage and influence prospects at the right level - this is where lead nurturing is key

Align all marketing messages with prospects’ business pains

Understand how marketing can grow revenue and then implement these skills

Build credibility and respect for the marketing function

Marketers need to be business savvy to:



Skill 3

Data Analysis and Interpretation

Skill 3

Data Analysis and Interpretation

Understand KPIs and how to utilise them effectively

Establish the metrics and measurements needed to drive improvements for marketing programmes

Use data to get strategic buy-in for projects and recommendations

Recognise data patterns revealed across the different stages of the customer journey

In the ‘Big Data’ world of today, marketers need to:



Skill 4

Providing the Right Content

Skill 4

Providing the Right Content

Excellent writing skills to deliver compelling content that makes prospects take action

The ability to recognise the best content-sharing platforms as well as creating a social media marketing strategy that demonstrates these skills

A clear content strategy that delivers the right messages at the right time

A strong network of relevant advocates to share and recommend content

Content is king now that everything has moved online. To create success with content marketing, you need:



Skill 5

Understanding Technology

Skill 5

Understanding Technology

Identifying the solutions that best meet the needs of your organisation

Understanding how these tools can be used to deliver value and improve marketing performance

Recognising their limitations and where processes need to be embedded to support it

Driving the cultural change needed to embed their use across the organisation

Marketing automation solutions are the key to success in the future so marketers need to be capable of:



Skill 6

Creativity and Experimentation

Skill 6

Creativity and Experimentation

Read, research and identify different routes to achieve goals

Cultivate a team ethos that recognises experimentation is needed to continually improve processes and results

Keep up-to-date with the latest thinking and understand how to apply it creatively

Try out the latest digital tools to deliver content in new ways and places

Even though marketing automation will manage the delivery, marketers need creativity and the willingness to experiment:



CEO’s Guide:

Building shareholder value

through an opt-in community

www.tomorrow-people.comCEO’s Guide: Building shareholder value through an opt-in community

dOwnlOad nOw!


For more hints and tips on getting online marketing right in the digital world, read our eGuide

‘CEO’s Guide: Building Shareholder Value Through an

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