LinkedIn News Australia’s Post

I would add also 1) Project Management 2) Stakeholder Management 3) Business/ Industry Knowledge 4) Priority Setting 5) Analytical Skills and Continuous Improvement

Marketing roles have evolved significantly over time, shifting towards a more growth-oriented approach where professionals are increasingly accountable for ROI and revenue generation rather than just campaign metrics. Today, marketers are integral to driving overall business goals, focusing on sustainable growth and demonstrating measurable impact on the company's bottom line, with evolving changing technologies like AI. This evolution necessitates a deeper understanding of customer insights, effective use of data analytics, and alignment with sales and product teams to optimize strategies that deliver tangible business outcomes. As a result, modern marketers play a pivotal role in not only driving brand awareness but also in directly contributing to revenue growth and long-term business success. To sum it, future marketers are the General Managers of any organisation.

One element that could be included, and may be included in the market segmentation category, is using existing data to understand consumer differences and opportunities. Analysing the data on customers that is held by the enterprise can often clarify different groups and needs - and so communications. To illustrate, if a financial institution's average customer age is 60 years, on that data alone, offering mortgages may not be offering the most relevant products to the customer base. Similarly, geo-analysis of customers can allow comparisons with Census data and indicate likely socio-economic advantage status and so, for example, the potential to buy expensive motor vehicles, and so on. Similarly, a geographic analysis of the spread of customers can be compared to the population spread. If some areas are not served in usual levels, then those areas can become areas of opportunity for increased sales, once reasons for the lower levels of sales have been identified. And that identification may include by use of more formal market research techniques. Hence, we suggest that a key advantage for a marketing executive it their capacity to use and to analyse existing data for gaps, opportunities and potential needs.

What a strange list-some are not skills.

being able to see the bigger picture of translating the problem a business to understand the goals (and the marketing goals) has into a project/campaign that truly impacts the business (revenue, brand, or both) is the #1 for me. not sure how that sits in that top 10, but that is truly the way marketing can get a seat at the table and be a true force in a business [s would love to understand why/how "phone manner" made it up to the top 10 list... i guess i just assume that is part of communications and relationship building 🤷♂️

What is missing from this list is long term brand development. For so long, performance marketing has been at the forefront due to the quick wins it can deliver. What it doesn't deliver is brand equity and loyalty

Apart from #2 being a newer skill, I'd say they are all as important skills as they've ever been for marketers. I had to laugh at #8 Phone Manner having it's own number! I would have thought that would fall into Communication Training including Verbal Communication. I can see how going 'voice-to-voice' is not a widely held skill. The additional skills I would suggest is 'on the tools' skills for experienced marketers who used to have a team of people and now the desire is for a graphic designer, social media manager, strategist all in one person. I imagine that might come into #9. I would suggest #11 Always be learning mindset. And agree with Ben Carnegie - Brand + Lead Gen. All these short term wins via lead gen will eventually become wallpaper with out the foundation of brand strategy to support them.

For starters, we need to stop using "marketing" as a standalone word. Just saying "marketing" is like asking, "What are the top 10 for business?" - it’s too broad to be meaningful. Marketing today includes so many different elements: - digital and traditional, organic and paid. - content marketing, - performance marketing, - brand marketing, - growth marketing, - social media marketing, - email marketing, - PR & partnerships, - or something else entirely? If we don’t specify what aspect we’re referring to, This conversation becomes vague and unproductive. But REGARDLESS of which type of Marketing The Top Skill should be AI Literacy Nail this one - and all others become way easier to improve!

Interesting list. No doubt AI literacy and campaign execution are important, but the real edge in marketing isn’t just about ticking off program literacy. Anyone can do that. Give a monkey enough time and it could probably learn how to use most of the tools. It’s the skill of combining creative, data, and psychology that makes the difference. Creative makes people stop and pay attention, data tells you what’s working, and psychology makes sure the message resonates. Though, I’m not sure you can list that on a job ad easily.

Skill and talent will only take an individual so far. It’s the energy of the natural-born leader, the entrepreneurial spirit of the change maker that builds a brand. Everybody can learn to tap into this infinite energy. The only problem are the est. patterns of belief set at the foundation of their paradigm. Shift the paradigm and sustainable growth happens. Change the mind and all the “How to strategies” will show up as required. The only problem is the paradigm.