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

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Tomorrow People

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

CMOs need six key skills to
bring their departments into
the future; are you ready?
www.tomorrow-people.com

www.tomorrow-people.com
Skill 1
Leadership
Inbound 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.

www.tomorrow-people.com
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:
www.tomorrow-people.com

www.tomorrow-people.com
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:
www.tomorrow-people.com

www.tomorrow-people.com
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:
www.tomorrow-people.com

www.tomorrow-people.com
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:
www.tomorrow-people.com

www.tomorrow-people.com
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:
www.tomorrow-people.com

www.tomorrow-people.com
CEO’s Guide:
Building shareholder value
through an opt-in community
www.tomorrow-people.com
CEO’s Guide:Building shareholder valuethrough an opt-in community
download now!
www.tomorrow-people.com
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
Opt-In Community’.

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

1. www.tomorrow-people.com Skills Required to Build a Marketing Organisation of the Future

2. CMOs need six key skills to bring their departments into the future; are you ready? www.tomorrow-people.com

3. www.tomorrow-people.com Skill 1 Leadership Inbound 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.

4. Skill 1 Leadership Inbound 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: www.tomorrow-people.com

5. www.tomorrow-people.com Skill 2 Commercial and Business Acumen

6. 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: www.tomorrow-people.com

7. www.tomorrow-people.com Skill 3 Data Analysis and Interpretation

8. 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: www.tomorrow-people.com

9. www.tomorrow-people.com Skill 4 Providing the Right Content

10. 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: www.tomorrow-people.com

11. www.tomorrow-people.com Skill 5 Understanding Technology

12. 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: www.tomorrow-people.com

13. www.tomorrow-people.com Skill 6 Creativity and Experimentation

14. 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: www.tomorrow-people.com

15. www.tomorrow-people.com CEO’s Guide: Building shareholder value through an opt-in community www.tomorrow-people.com CEO’s Guide:Building shareholder valuethrough an opt-in community download now! www.tomorrow-people.com 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 Opt-In Community’.

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

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