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

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To enable businesses to be the successful marketing organisations of the future, CMOs need six key skills.

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

  1. 1. www.tomorrow-people.comSkills Required to Build a MarketingOrganisation of the Future
  2. 2. CMOs need six key skills tobring their departments intothe future; are you ready?www.tomorrow-people.com
  3. 3. www.tomorrow-people.comSkill 1LeadershipInbound marketing is undoubtedly the future of theindustry. Therefore, today’s marketing executivesneed a set of specialised skills to enable them toget the best from their businesses.
  4. 4. Skill 1LeadershipInbound marketing is undoubtedly the future of theindustry. Therefore, today’s marketing executivesneed a set of specialised skills to enable them toget the best from their businesses.Take an authoritative stance on the direction needed to grow a brandDeliver the strategies needed to create demandOrganise and lead a team to deliver on strategiesRecognise how these key skills impact the overall business objectivesLeadership skills are essential in order to:www.tomorrow-people.com
  5. 5. www.tomorrow-people.comSkill 2Commercialand BusinessAcumen
  6. 6. Skill 2Commercialand BusinessAcumenRecognise how to engage and influence prospects at the rightlevel - this is where lead nurturing is keyAlign all marketing messages with prospects’ business painsUnderstand how marketing can grow revenue and then implementthese skillsBuild credibility and respect for the marketing functionMarketers need to be business savvy to:www.tomorrow-people.com
  7. 7. www.tomorrow-people.comSkill 3DataAnalysis andInterpretation
  8. 8. Skill 3DataAnalysis andInterpretationUnderstand KPIs and how to utilise them effectivelyEstablish the metrics and measurements needed to driveimprovements for marketing programmesUse data to get strategic buy-in for projects and recommendationsRecognise data patterns revealed across the different stages of thecustomer journeyIn the ‘Big Data’ world of today, marketers need to:www.tomorrow-people.com
  9. 9. www.tomorrow-people.comSkill 4Providing theRight Content
  10. 10. Skill 4Providing theRight ContentExcellent writing skills to deliver compelling content that makesprospects take actionThe ability to recognise the best content-sharing platforms as well ascreating a social media marketing strategy that demonstrates these skillsA clear content strategy that delivers the right messages at the right timeA strong network of relevant advocates to share and recommend contentContent is king now that everything has moved online.To create success with content marketing, you need:www.tomorrow-people.com
  11. 11. www.tomorrow-people.comSkill 5UnderstandingTechnology
  12. 12. Skill 5UnderstandingTechnologyIdentifying the solutions that best meet the needs of your organisationUnderstanding how these tools can be used to deliver value and improvemarketing performanceRecognising their limitations and where processes need to be embeddedto support itDriving the cultural change needed to embed their use across theorganisationMarketing automation solutions are the key to success in thefuture so marketers need to be capable of:www.tomorrow-people.com
  13. 13. www.tomorrow-people.comSkill 6Creativity andExperimentation
  14. 14. Skill 6Creativity andExperimentationRead, research and identify different routes to achieve goalsCultivate a team ethos that recognises experimentation is needed tocontinually improve processes and resultsKeep up-to-date with the latest thinking and understand how to apply itcreativelyTry out the latest digital tools to deliver content in new ways and placesEven though marketing automation will manage the delivery,marketers need creativity and the willingness to experiment:www.tomorrow-people.com
  15. 15. www.tomorrow-people.comCEO’s Guide:Building shareholder valuethrough an opt-in communitywww.tomorrow-people.comCEO’s Guide:Building shareholder valuethrough an opt-in communitydownload now!www.tomorrow-people.comFor more hints and tips on getting online marketingright in the digital world, read our eGuide‘CEO’s Guide: BuildingShareholder Value Through anOpt-In Community’.

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