Throughout more than 27 years of experience in marketing, I’ve had countless opportunities to observe and reflect on both my own marketing successes and failures, as well as those of my fellow professionals. While preparing a new training program for the Brand Academy, I decided to analyze these observations to identify the skills common to those who have achieved long-term success—individuals who now hold senior marketing positions or have successfully founded and run their own businesses.
Based on this analysis, I have identified seven critical skills that, in my view, form the foundation of such successes.
These are also the skills that every marketer should continually develop, regardless of their current role, in order to contribute to their company’s growth, achieve personal success, and experience a true sense of fulfillment.
1. MARKETING ANALYSIS SKILLS
An effective marketer is able to gather the necessary market and consumer information, distinguish between relevant and irrelevant data, and determine cause-and-effect relationships to pinpoint the real reasons behind problems or barriers to sales growth.
2. ABILITY TO PRESENT LOGICALLY COHESIVE PROPOSALS
This skill is closely related to analytical abilities. It involves ensuring that the proposed marketing goals, strategies, and activities are internally consistent and stem directly from the conclusions drawn in the analysis.
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