The Marketing Strategist:
Research Highlight: The Three Skills Marketers Want Most
March 11, 2014
In the past, marketers with 20-plus years of integrated marketing experience could claim to be able to do it all. That’s not true anymore. Today, tasks have fragmented to the extent that marketers need to build teams with a mix of the right skills.
The three top skills mirror a broader debate about the need for the science, technology, engineering, and math (STEM) disciplines versus the value of the liberal arts:
- Like other fields, marketing has embraced STEM-like skills. The marketing equivalent to STEM is data analytics and the automated workflows and programming prevalent in marketing technology.
- However, the top skills sought by those who participated in ITSMA’s annual Budget and Trends Survey are closer to the liberal arts: writing, storytelling, and publishing.
Between these two areas are leadership skills. Leadership is the second-most sought-after talent. Leadership can bridge the chasm between the science and art of marketing.
For the first time, customer insight made it into the top 10 priorities. Marketing’s ability to contribute to a business’s strategic direction requires that it be the keeper of customer data and insight. Customer insight is also required to create thought leadership that customers want to read and internal stakeholders want to convey. Thought leadership development has consistently ranked in the top three priorities for marketers in recent years. To stand out in this arena, marketers must have the customer insight needed to tell the right story to the right person at the right time.