It’s clear that marketing is complex and fast changing. As a result, some of the talents required to succeed as a marketing leader have changed. Direct Marketing News asked 12 industry experts to cite the most important skill or trait that marketing leaders need today to ensure not only their own success, but the success of their team, as well.
One of the most important skills today for marketing leaders is the ability to understand—and be flexible to—the changing landscape and marketing mix. With new tools emerging almost daily (Meerkat…no, now Periscope!) evolution is inescapable. A successful marketing leader not only inspires her team, but also remains inspired by technical and cultural progress. It is imperative that we stay ahead of the curve, keeping our skill set updated with continuing education, research, and networking. The flip side is being able to sift through the noise and really understand where your brand voice is authentic and where it’s forced. It can be tempting to jump on the latest tech fad, but at the core we still have to remember our intrinsic message and target audience. Another critical skill is the dedication and respect for analytics and KPIs. Digital marketing has fundamentally changed the measurement and accountability of marketing as a whole. We now have the data; it’s about letting that data speak to us. John Wanamaker’s adage of knowing that roughly half of your marketing is working yet not knowing which half is flawed simply doesn’t cut it in today’s world. Marketers need to know not only how to effectively communicate to their audience, but also how definitively that messaging is performing across various channels.