What are the skills needed by marketers to be succesful in the future?
In our research for the Skills of the Modern Marketer report, we asked senior level marketers that question and have come up with 15 essential skills - organised into three 'top five skills lists' for marketing.
Why three lists? When we asked respondents about the skills essential to marketing there was a surprising focus placed on the soft skills.
So in addition to the usual broad knowledge areas and vertical skills areas, marketers need the right soft skills to be able to work across the organisation. The best ideas will founder without buy-in across the organisation and support from multiple teams.
Marketers also need to be able to adapt quickly in response to the rapid pace of change all around us.
So that leaves us with three top five lists, one each for soft skills, broad skills and technical skills.