A couple weeks back I contributed to a Forbes CMO network in an article about the traits of successful marketing leaders. It’s an important topic, so I decided to expand on it here.
The marketing function is becoming more complex, more strategic and more interesting. More complex because today marketers need to take advantage of more tools and technologies available to us: from marketing automation to big data to social media.
More strategic because companies are recognizing the deep relationship between marketing and business strategy and CEOs have a better understanding of the value of marketing and its potential as a source of competitive advantage. More interesting because all these tools and channels are opening many new possibilities as areas like psychology intersect with marketing creating behavioral economics – an area that is both fascinating and fundamental to every marketer.
In this broader context of marketing, how do we marketing leaders need to grow? What are the most important traits we need to develop? There are four at the top of the list:
1. Revenue ownership and accountability.
Yes, metrics are important, but modern marketers can no longer claim success measuring their contribution to the business based on ambiguous metrics like followers, brand value, impressions, or clicks. We need to show how marketing directly impacts the business, we need to connect marketing activities result in growth. And we need to make sure every member of the marketing team is focused on business value, and not only metrics, every single day.
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A couple weeks back I contributed to a Forbes CMO network in an article about the traits of successful marketing leaders...