While marketing remains an exciting and popular career choice, the digital revolution and increasing need to prove return on investment have completely re-written the marketers’ rulebook. As anyone in this sector knows, marketing professionals now need to work harder than ever to stay ahead and reach the top.
That is why we set out to explore what it really takes to be successful in the industry today. There are three key points from our research, ‘DNA of a Marketing Leader’, which surveyed nearly 400 leading marketers, which stand out for me:
Please mind that gap
Whether it be honing SEO expertise or learning about supply side platforms in programmatic advertising, new technology and the speed at which it is evolving means marketers have to continuously develop and update their skills to stay afloat. While digital marketing is high on everyone’s agenda, the savviest marketers know that this is now a must have requirement, rather than simply a bolt-on to strategies or campaigns.
Our research reveals cause for concern about a marketer’s ability to capitalise on the opportunities technology brings, however. In fact, nearly a quarter (24%) of senior marketers say keeping up with the latest developments in digital technology will be their biggest professional challenge in the coming year, and only a fifth (18%) feel their team has the digital skills it needs.
Candidates looking to stand out from their peers and move up the ladder, both within their organisation and with any future employer, need to demonstrate that they not only understand the role that digital now plays in the marketing mix but also how they have proactively taken steps, such as through training, to stay ahead of the pack. We are hearing from the businesses we work with that those marketers able to demonstrate a thorough understanding of CRM and the ability to analyse data to show meaningful insight, are in particular demand at the moment.
Qualifications underpin experience
While not essential, over half (55%) of the marketing leaders surveyed felt that having a marketing qualification has helped their career. With nearly half (46%) of respondents having a degree, with more than one third a marketing degree and 35% a CIM qualification, it is certainly true that holding relevant qualifications shows knowledge and aptitude and can help talent to progress up the career ladder. Interestingly, in an age of digital marketing, only 5% of respondents held a qualification from the IDM.
But don’t get too distracted or disheartened if the qualifications section of your CV isn’t full to bursting. While a large majority of the organisations we work with will request a CIM or equivalent qualification when recruiting, they will not rule out hiring unqualified candidates with the right skills, experience and attitude.
Proving your worth
As every senior marketer knows, there is huge pressure to demonstrate a return on investment, and this is unlikely to change even as the economy picks up. The very opposite in fact, with a huge 69% of those surveyed believing that there will be an increased focus on ROI in the next five years.
One area which will hugely help with this challenge is the integration of marketing technology. Those that effectively harness the latest tools and processes out there will build up a more accurate picture of which campaigns are working effectively and can therefore better plan and justify future strategies.
For the marketing leaders of tomorrow, their focus should be on demonstrating that they are commercially aware as nearly two thirds (62%) of respondents considered it as the most important characteristic for the next generation of marketing leaders to possess.
By demonstrating that you understand how a business works, the market you operate in, that you listen to your customers and have the right processes and measurement in place, you can build a credible case to input into and steer business planning.
Marketers are the voice of the customer within their organisation and as audiences become more fragmented, digitally savvy and less loyal this function not only becomes more vital, but also challenging. To stay ahead of the game top talent needs to work harder to develop their skills and also ensure they are fully immersed in other business units, particularly as organisations increasingly look to marketing to integrate new thinking and technology.
By Clare Kemsley, Managing Director of Hays Marketing.
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