Earlier this year, the firm SpencerStuart published its survey that revealed the most coveted marketing skills in the business world, according to Chief Marketing Officers. These are skills that small business owners must be able to learn for themselves as well, especially in the early phases of their business when they do not necessarily have the budget to hire dedicated marketing specialists.
Here are the most coveted marketing skills according to CMOs surveyed by the firm when asked “what skills are most important to your marketing team’s success today?”
- Digital marketing strategy (62%)
- Data analytics and insights (49%)
- Strategic thinking and implementation (48%)
- Brand marketing (28%)
- Loyalty/CRM/acquisition and retention (22%)
- Product marketing (19%)
- Product innovation (17%)
- Field/channel marketing (15%)
- Creativity (15%)
- Other (11%)
- Marketing communications and advertising (9%)
- Financial acumen (9%)
- Corporate communications (7%)
- Direct mail/email (6%)
- Corporate marketing (1%)
What was particularly interesting about this list was that the top three responses to this survey were also the top three responses to the question “What skills are the most difficult to find when building your team?” In that question, “Data analytics and insights” took the top spot at 57%, with digital marketing and strategic thinking both close behind.
This means companies are capable of identifying that these three particular skills are far and away the most important marketing skills a person can have in today’s business world, yet they are having the hardest time finding people who have the level of skill they’re looking for in those areas. Therefore, marketers and small business owners who are able to implement those skills effectively likely find themselves with a leg up on their competition.
Another interesting question from the survey: “What is the top barrier to building strong marketing teams?” Here were the responses:
- Budget constraints (33%)
- Shortage of talent (29%)
- Focusing on other objectives (14%)
- Lack of time (12%)
- Other (8%)
- No significant barriers (5%)
These responses are not surprising, but certainly revealing. Business owners constantly face budget constraints that restrict their ability to bring in new talent. And we’ve already seen from the results of the other survey question that when they do have the money, it can be difficult to find the people with the skills they need.
This survey shows the importance in investing in training for marketing, especially in a digital-driven world.
For more information about supercharging your digital marketing, contact us today at Viral Solutions.
Thomas von Ahn
Chief Elephant Slayer for Viral Solutions LLC
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