The New Skills Crisis in Marketing: Why Your Next Marketers Won’t Come from Marketing

Author:	Kerry Johnston, Julie Schwartz
Published:	June 29, 2012
Ref. Number:	OLB120628
Pages:	31 slides

If marketing is going to play the role it should as a strategic advisor to the business, it has to look different. The marketing organization of the future needs new systems, processes, and ways of thinking. This means organizational structures and models will need to change, and marketers will need to develop new roles and skills.

But what skills will they need? Where will the marketers of tomorrow come from? And how will you staff your marketing department?

In this ITSMA briefing, Kerry Johnston, Services Director, ITSMA Europe, and Julie Schwartz, Senior Vice President, Research and Thought Leadership, ITSMA, answer these questions and more. They also highlight the findings from a recent research study, Transforming the Marketing Organization.

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