PPB May 2015

MAY 2015 •

PPB

• 29

AVERT THE

TALENT GAP

Competency To Be Developed

1. Become the

corporate brain trust

2. Develop deep

customer insights

3. Build a social brand

4. Carry internal and

external messages

5. Bridge the gap with IT

6. Bridge the gap with sales

Critical Skills Needed

•

Strategic thinking: Envision pathways to achieve broad orga-

nizational goals.

• Leadership: Reach across silos. Work with HR, IT and sales to

drive results.

• Analytics: Crunch the numbers, or manage analysts who pro-

vide that insight.

• Research: Harness data that helps you understand and con-

nect with customers.

• Social media: Monitor social chatter and leverage insights as

you shape strategy.

• Buyer journey: Map the paths your buyers follow. Deliver

quality experiences.

• Leadership: Share insights with other departments and

become a change agent.

• Brand monitoring: Listen to online channels to understand

brand perception.

• Communications: Research marketplace needs and develop

relevant content.

• Communication: Develop strong speaking, writing and video

production skills.

• Leadership: Be a role model. Share insights and set the tone

of communications.

• Management: Learn to guide the experts. Collaborate with

IT.

• Technology: Explore new tools, and commit to a lifetime of

learning.

• Analytics: Extract insights from data. Build long- and short-

term strategies.

• Data management: Identify prospects and monitor their

paths to purchase.

• Communication: Collaborate with sales. Identify and amelio-

rate pain points.

New Marketing Competencies And Skills

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