Marketing skills help to build profitable growth

Hugh Davidson
The Marketing Society

Hugh Davidson advises marketers to spend less time on communication and more of their time on the levers of growth

THE FIRST question a head hunter should have for any aspiring marketing director is: ‘What have you done to generate profitable growth for the organisations you have worked for?’ If the answer is not wholly convincing, end of interview.

Growth is on the government's agenda as never before. But growth has always been top of most companies’ agendas and we need to think about the role that marketing could (and should) be playing in building profitable growth.

First of all, it's worth looking generally at the main levers for generating profitable growth, and which department has the most skills to drive them. The table below lists 12 levers and the skills required for them, with no attempt to prioritise; they are all important in one way or another.