In the face of technological disruption, unrelenting financial pressures, and intensifying competition, what skills do marketers need to unlock future growth?
Guidance is at hand thanks to a worldwide survey of 191 marketers conducted by the CMO Council, the executive network, and Deloitte, the consulting and auditing firm, with study participants providing a “new-skills activation” list that includes a number of “critical” components:
- field sales knowledge/experience (mentioned by 24% of respondents);
- finance-based views of engagement strategy (21%);
- ownership the customer experience (19%);
- understanding the entire product portfolio (18%);
- a real-time view of the customer (11%).
These totals hint at the...