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Marketing your management skillsMarketing means much more than attractive copy or catchy ads. Byers MediaAutumn (Byers, '07) Ifland is an account executive with Byers Media, which represents seven outdoor magazines. Marketing is going through a seismic change, with new roles and skill sets required to deal with the data-centric nature of modern marketing. To adapt to this new era in modern marketing, CMOs must rely on new job roles and skill sets in order to remain successful. Traditionally, the sales team has been used to chasing leads, deploying techniques to “push” prospects into becoming customers. B2B customers are already 60% of the way along the purchase cycle before they decide to contact their selected vendor. If your sales team continues to use old sales techniques, you run the risk of alienating your leads or, worse still, making them feel as if they are being patronized. Of all the roles in the modern marketing process, it’s the CMO who is facing the biggest upheaval. Be adaptable and keen to experiment – and most importantly, encourage their teams to do so as well. Another key area for development highlighted by IDC is the need for CMOs to work more closely with CIOs, as the traditionally segregated worlds of IT and marketing are brought together because of the data-driven nature of modern marketing. This need for a shift in relationship is borne out by the Econsultancy Email Marketing Industry Census 2013 report, which highlights the significant technological barriers that are holding back marketing companies from creating a unified strategy.
The most recent report from April 2014 (available here) tackled technology barriers from a slightly different angle.
Have knowledge of packages and platforms such as SAS, Endeca, Net Promoter Score, Crimson Hexagon and Cymfony. While you can’t expect a single candidate or team member to boast all of these skills, the above list should act as a jumping-off point for identifying who you need in your modern marketing team. Whether you need such personnel on a day-to-day in-house basis is, of course, down to the size of your company and your needs. Analyze the job roles in your team: do they align to the requirements of a modern marketing strategy? Identify how you can best incorporate new modern marketing roles and their associated skill sets into your team. For detailed analysis of another significant area in modern marketing, download our free eGuide: Stop: does your team have the right skills for marketing automation? Listening to the customer and understanding their business problem is key to successfully partnering with a customer.
I took a number of marketing courses in my MBA at Melbourne Business School (MBS) and it was during my Consumer Behaviour course with Brian Gibbs that we got the best, single-page overview of the marketing process. Old methods of increasing employee engagement are giving way to some new ways to look at what keeps workers motivated. Technical knowledge and ability are important but companies are also seeking employees who have soft skills. Enhancing soft skills such as teamwork, communication and problem solving can set IT managers apart from others who lack people skills. Supervisors undermining your work or setting impossible expectations are some signs of workplace bullying.
Developing a brand strategy guides a company through nurturing, protecting and growing one of its most valuable assets.
FedEx has maintained a commitment to providing its employees with the support and resources they need to advance their careers. Ongoing professional development for their employees is one of the many reasons Sprint has continued to be successful.
Johnson & Johnson is highly committed to supporting professional development for its employees. Marketing is a fast-moving field, and in the past several years, the industry has faced economic challenges and technological advances that required marketing managers to shift their approaches to promoting products and services. Segments of the marketing industry are ramping up to keep pace with new technology and consumer preferences. Employment for marketing managers is projected to grow 14% nationwide through 2020, keeping pace with the growth rate across all occupations, according to data published by the U.S. Job seekers should conduct independent research in order to determine the employment outlook based on their particular skills and geographic location. Marketing professionals wear a number of hats to support an organization's sales and profitability goals.

Marketing managers are generally responsible for planning and supervising programs that increase awareness of a company's products and services, with the goal of increasing market share and boosting the bottom line. Integrating marketing communications, establishing and protecting the organizational brand, and executing marketing initiatives are also common duties of marketing managers.
Marketing managers often hire and supervise marketing staff, such as SEO specialists, data analysts, graphic designers and social media managers.
The ability to influence what drives consumer behavior helps make marketing an exciting and rewarding career choice. Most mid- to upper-level marketing positions require a bachelor's degree, and some require experience in sales, promotions, advertising or marketing, according to the BLS.
An understanding of business fundamentals and expertise in proven marketing strategies are considered essentials for success. Corporate-based tuition reimbursement programs may be available to help aspiring marketing leaders attain an advanced degree or professional certificate. According to data published by the BLS, marketing managers earned a median annual wage of more than $116,000 in 2011, an increase of almost $4,000 over the previous year. It is recommended that job seekers conduct independent research to gauge local market conditions and other factors that can influence earning potential. For individuals inspired by the prospect of working in a fast-paced environment on the leading edge of business and technology, a career in marketing management may be a great fit. It involves acquiring meaningful data to identify consumer needs and make decisions about product development, pricing, positioning, and other strategic functions.If you’re interested in acquiring specific skills in such marketing activities as sales, research, buyer behavior, and international business, Maranatha’s Baptist Marketing Management degree will prepare you well. Her primary responsibility is to write proposals for prospective clients, but she also builds professional relationships by taking them on hunting trips to the West.
Replacing it is “the age of the customer”, where the purchaser, not the marketer, has control of the buying journey. The age of the customer means that there is a new focus on analyzing customer metrics and data. The results showed that the quality of the email database and the lack of strategy are the two main constraints to effective email marketing.
Being able to spot trends and themes buried in vast amounts of customer data is increasingly important. But ignoring these new skill sets and their associated roles could see your company slipping into obscurity. Successfully leading a business' marketing functions to drive sales, create customer loyalty and expand market share requires both technical skills and broad-based knowledge.
The up-and-coming specialties, some of which did not exist just a few years ago, include search engine optimization (SEO), interactive marketing and community development. Daily job duties may include planning advertising campaigns, choosing media outlets and negotiating contracts. Additionally, they may be involved in identifying and establishing relationships with collaborative partners, tracking and analyzing promotional activities, and supervising online content and social media networks.
In a typical workday, they might direct public relations announcements, issue press releases, oversee collateral production, develop budgets or launch new consumer engagement programs. Many employers prefer candidates with a degree in marketing or advertising, but general business degrees may also be acceptable. Individuals seeking educational programs that offer a combination of functional knowledge and specialized skills can consider the University of Florida's Executive Certificate in Business Essentials with an emphasis in Marketing Management, which is offered 100% online. Salaries vary across the country and according to education, experience, specific job titles and employers. Establishing a clear career path involves obtaining the education and specialized skills that today's businesses need to engage customers and increase market share.
Research projects and multimedia class presentations will enhance your communication skills and creativity. This shift means it has become vital to map the customer’s journey via the use of data and metrics. On the marketing automation side, 45% of respondents consider lack of time as the main barrier to implementation.
Learning the best use of new tools, channels and resources, understanding the ever-shifting needs of consumers and meeting stakeholder demands for return on investment (ROI) are daily challenges for marketing managers.
Marketing managers may collaborate with the executive team to establish goals and then develop marketing strategies to support them. Coursework in market research, communications, analytics or consumer behavior can be beneficial. Combining bottom-line business fundamentals with the principals of marketing can lead to professional opportunities in this ever-changing field.

As a Certified Public Accountant (CPA) with more than 25 years of professional experience, he regularly consults with churches, Christian ministries and small businesses.Read more about our Business faculty.
Let’s say your company makes pens: Ask yourself what it is that your customers need. Some employers prefer candidates with master's degrees, advanced training or professional certificates. Online channels deliver a wealth of quantitative information that can be used for ongoing optimization. In fact, the tactical execution of marketing measurement is now starting to elevate channel decisions, customer insights, and budget allocation to a tangible and justifiable conversation. In this blog post, we will explore the concept of Marketing Performance Management (MPM) in more detail and outline a maturity framework for organizations looking for a better way to leverage analytics and measurement in ongoing marketing execution.In a 2007 survey of 250 Fortune 1000 firms conducted by Kellogg School of Management, 75% of respondents reported marketing was essential to their business. It stands to reason that optimizing the marketing process would therefore be a top concern for organizations. For example, if you’re Montblanc, you won’t be making cheap plastic pens anytime soon even if some your customers say that’s what they want in a writing instrument. Yet, 61% of respondents indicated they did not have a defined and documented process to screen, evaluate, and prioritize marketing campaigns. Why is MPM such a challenging discipline to embrace?Defining MPMYou can find a lot of definitions of MPM. At the foundational level, MPM includes a data repository, BI tools and analytical workbenches.
For example, should you be looking at companies that make markers and pencils as competition?
At the strategic level, MPM provides role-based access to information and KPIs through dashboards, visualization, point-and-click analysis, modeling, simulation and optimization.”Kellog School of Management defines Marketing Performance Management as “The combination of tools, processes, and methods used to develop, monitor, measure, and control marketing campaigns and programs to increase the return on both individual and aggregate marketing investments.
Marketing campaigns are defined to include all direct and indirect organizational marketing endeavors such as promotions, advertising, analyst relations, customer relationship management initiatives, etc.”The State of MPMMPM can be engrained in all facets of marketing execution both before and after a campaign is executed. For example, MPM could be used to define which campaigns are most profitable, control group strategy, real-time monitoring of results, or as a basis for testing which campaigns are most successful. For example, Group A wants cheap plastic ballpoint pens, Group B wants fancy liquid ink pens, and so on. These days, marketers recognize the value of making marketing more transparent to the organization.
There’s job security in being able to justify campaign spend and demonstrate a return on investments.
The reality is, there are aspects of marketing that are difficult to measure and likely always will be. However, the research from Kellogg School of Management found marketers “…are also struggling to optimize marketing management in their organizations. They know they can communicate well with these people, they can defend this segment from the competition, and ultimately that’s the area of the market they want their company to operate in. The findings suggest many marketers are still foreign to a disciplined metric-driven approach to marketing. Getting your positioning right is incredibly important because it’s the key to your entire plan. So, for example, Montblanc may position themselves in the luxury space as a company that sells excellent writing instruments that have the highest level of craftsmanship. They would then position themselves appropriately in the luxury gift jewellery markets, but not in the broader writing instruments market.
This value is created by the existence of your product, captured by its price, communicated through your promotion, and delivered by where you place (or how you distribute) your product – these are the four Ps.
Then, at regular intervals, you will need to re-do your three Cs because the market will change and you will need to change with it. That’s because positioning – with the help of the four Ps – is what translates the ‘actual product’ into the ‘perceived product’ within the consumer’s mind (they are often not the same). And it is the pen’s positioning that will determine what qualities above its ability to put ink on paper set it apart from its competitors. For example, the Web & New Media Strategy that Melbourne Water developed over the last year followed pretty much this process.
So, if we hadn’t done the three Cs right, for example, I would have had a hard time getting the four Ps done properly.

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