In this article in Marketing Week, Lucy Handley highlights the challenges facing different organisations in the way they run their marketing functions. It suggests that the current generation of marketers are left wanting in the combination of different skill sets required to be a Board level marketer today.
The rigour around the customer agenda is central to any Board level discussions in the consumer financial services industry. This is driven by more intrusive regulation, the growth of e-commerce and a better informed customer base. Our experience working on Marketing Director searches is that clients are looking for individuals who are broad marketers but have the analytical skills to engage on the customer agenda. The debate in many organisations about whether the direct/digital marketing agenda should be positioned in IT, or within the marketing function, continues and with the growth in the importance of the e-commerce agenda, marketers are having to become increasingly literate in this space.
For those marketers with the rare combination of all these skills – the future looks bright.
You can read the full article by clicking here.