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

2. CMOs need six key skills to
bring their departments into
the future; are you ready?
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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:
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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:
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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:
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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:
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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:
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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:
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CEO’s Guide:
Building shareholder value
through an opt-in community
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CEO’s Guide:Building shareholder valuethrough an opt-in community
download now!
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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’.