The New Architecture of Marketing Talent

  • Author(s) Nicole France, Beverley Burgess, Cheryl Max
  • Published December 10, 2014
  • 29 Pages
  • Category Marketing Operations
  • Type Member Research
  • 29 Pages
  • .PDF Format

As advances in technology and changes in buying behavior continue to shape the role of the marketing department, the nature of marketing talent your company needs is evolving. But what skills and attributes will you need? Does the answer lie in developing your existing team or hiring new people?

In this web briefing, we explore the skills, characteristics and attributes marketers will need to be effective, and the decisions being made to train, hire, or buy-in those skills today. We also discuss the working style and career paths tomorrow’s marketers will want and need to continue adding value to their companies.

Drawing on ITSMA research and experience with leading marketing organizations, we look at how marketers should prioritize their own professional development, and how marketing leaders should plan their team’s transformation.

Key Takeaways

  • What trends are shaping tomorrow’s marketing function?
  • How is the role of marketing changing?
  • Which skills, attributes and characteristics will marketers need?
  • Where can you find these skills?
  • How will marketing career paths change to develop and retain talent?

Cheryl Max, Senior Director of Marketing at Juniper Networks joins ITSMA’s Bev Burgess and Nicole France to share Juniper’s best-in-class marketing education program. She discusses how a well-planned training and skill development can deliver significant benefits to marketing organizations without huge investments.

This document is available at no charge to employees of an ITSMA member company. It’s also available for sale to non-members.
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