You hear the term “accidental marketer” frequently, especially in the B2B tech world. Many marketers did not start their career with a grand plan to join the Marketing ranks. They ended up in Marketing because they were good communicators or writers. They had an aptitude towards more complex products and technology. Or they found a good gig out of college as a new recruit doing social media, manipulating spreadsheets or assisting with events, and stayed.
Today, marketing leaders cannot afford happenstance with talent. The stakes are too high with marketing on the hook for revenue and delighting empowered customers. A renewed focus must be put on finding and developing difference-making marketing skills.
Over the last few months, I spent time with a variety of marketing leaders and CMO recruiters who are marketing game changers and have proven they can build teams that deliver results. I also added in my own perspective as a CMO who gets to work with hundreds of B2B marketing organizations.
Please note: this is NOT a scientific survey. Deep conversations – sometimes involving adult beverages – were exchanged to unearth the essential skills.