for the modern marketing

DREAM TEAM

SKILLS35 Must-have

MAGNIFICENTMARKETERS

The last few years have brought an avalanche of new buying behaviors, media channels, marketing platforms and technologies. The tactics marketers employed successfully for decades have lost some of their impact. Organizations—and marketers—need to adapt to succeed in this new environment.

LinkedIn, facebook, twitter, and Google Analytics all launched within the last 12 years. During that time, smartphones have become ubiquitous, content and search marketing have become more important than ever, and many marketing veterans have been left to figure out what works now through trial and error. And while recent college grads may have the basics of social media down cold, they often lack the ability to see the bigger picture and tie tactics back to strategy.

There’s an old saying that applies to the new marketing organization: hire for character, train for skill. You know you want people who are intelligent, focused, and driven. Marketers who learn quickly and work well as part of a team. Folks who fit your culture.

“ ’’In a survey by Hyper Island, 78% of respondents chose personality as the most important attribute in a job candidate —

Personality Is More Important Than Hard Skills, Managers Say. T+D, July 2014.

But what exact skills do those people need?

Here’s an outline of some of marketing’s key functional areas, the responsibilities covered within those areas, and the competencies the people in each role need to succeed.

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Content & Communications

Creative Services

Demand Generation/ Field Marketing

There are certain capabilities that every marketing group must have to propel the business forward:

Whether you’re a small start-up or an established

enterprise, you’ve got to be able to create a message that differentiates your offerings, put it  in a form your prospects can consume, distribute that media, and track its impact. Job titles and reporting structures

only tell part of the story. Ultimately, an awesome

marketing team is all about effectiveness. With the right know-how (and the tools to do the job), you can deliver magnificent marketing campaigns.

The roles and titles here are intended as a starting

point: the skills matter more. Many companies use different titles or align job roles differently—for example, some house copywriters under creative services, while others assign them to content and communications. Large companies with a corporate marketing group as well as marketers dedicated to different business units may have some overlap.

In small organizations, on the other hand, each marketer may wear many hats. In a single day, one person may write copy for an infographic, pull together a new product deck for sales, build a campaign in a marketing automation platform and negotiate a tradeshow sponsorship. While some organizations look for marketers with deep expertise in one area,

companies with smaller staffs are more likely to seek

out hires with broad experience—marketers who have done a bit of everything.

FUNCTIONAL AREASthe

However you

mix it up, you need the right ingredients to serve up

great campaigns.

Marketing Operations & Analytics

Product Marketing

A/B testing: quantifying the impact of a distinct variable in a campaign’s performance, such as comparing two email subject lines to see which earned more opens.

Branding: developing a unique, differentiated identity in the marketplace, including both visual components (such as a logo) and audience perceptions about your company.

Budgeting: managing money; planning and tracking expenditures.

Campaign planning: determining the offer, message, content components, media mix, and timeline for a marketing program.

Channel marketing: managing marketing for or through a network of distributors, wholesalers, retailers, and partners who sell your company’s products.

Collaboration: working together or partnering to reach a shared goal.

Content marketing: creating and delivering valuable information to your customers and prospects to drive business.

Creativity: the capacity to produce new ideas; apply fresh thinking or approaches to a task.

CRM: customer relationship management systems.

Data analysis: examining information to discover trends, patterns and useful insights.

Database marketing: maintaining lists of customer or prospect information to develop and distribute targeted communications.

Demand generation: creating and executing marketing programs to drive interest in a company’s products or services.

Digital marketing: promoting products through electronic media, such as the web, email, and mobile apps or messaging.

Editing: preparing materials for publication; ensuring the final piece adheres to an established set of standards or criteria.

Email marketing: using email to encourage customers and prospects to take action.

Event management: coordinating logistics for conferences, tradeshows, workshops, user groups, receptions, and similar happenings.

Graphic design: visual communication using color, images, and typography.

SKILLSKNOWLEDGE

MUST-HAVE

and

the

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HTML/CSS: hypertext markup language and cascading style sheets, standard for web coding.

Leadership: the authority and influence to direct or guide a group.

Lead qualification: evaluating responses to a marketing campaign against objective criteria to determine their value to your business.

Marketing automation: technology that allows marketers to quickly scale and measure components of online marketing campaigns, designed to improve reach and efficiency.

Marketing strategy: high-level, long-term goals and objectives that guide your marketing activities and investments.

Media buying: negotiating placement and pricing for paid media.

Mobile marketing: using tactics to reach prospects via their phones, tablets, and portable electronic devices.

PPC: pay-per-click advertising, including remarketing.

PR and media relations: managing communications between your organization and external audiences—customers, reporters, editors, and other influencers.

Presentation/oral communication: conveying a message through spoken word.

Project management: planning activities, assigning resources, and holding people accountable to meet goals within a specified timeframe.

Research: investigating, gathering facts.

Responsive design: developing web pages, emails and digital communications that look good and work well when viewed on a mobile device.

SEO: search engine optimization; using tools and tactics that increase the likelihood that your web pages will appear near the top of internet search results.

Social media marketing: using online communities to drive website traffic or increase brand awareness.

Storytelling: crafting and sharing a narrative designed to entertain or inform an audience.

Web analytics: data on how users interact with a web site.

Writing: using the printed word to communicate.

SKILLSKNOWLEDGE

MUST-HAVE

and

the

Roles & Titles Key responsibilities Crucial skills

Chief Content Officer,VP Content, Managing Editor

• Lead planning, development, and execution of the organization’s content strategy.

• Lead a team of content strategists and creators to feed the content marketing machine; manage content creation agencies and freelancers.

• Evangelize brand through thought leadership, blogging, social media, speaking engagements, etc.

• Develop an editorial calendar, including story themes and distribution channels.

• Measure ROI of content marketing initiatives.

Campaign planning Content marketingCreativityData analysisEditingLeadershipMarketing strategyPresentation/oral

communicationProject managementStorytellingWriting

VP or Director of Marketing Communication

• Develop and manage a cohesive brand identity, brand voice and messaging platform.

• Create a comprehensive annual communications plan incorporating both overall brand and product marketing messages.

• Manage the team responsible for creating content and communications, including in-house staff, agencies, and freelancers.

• Write and edit content.• Measure ROI of content marketing initiatives.

Branding Campaign planningContent marketingData analysisEditingLeadershipMarketing strategyMedia buyingPresentation/oral

communicationProject managementStorytellingWriting

CONTENT & COMMUNICATIONSWith some strong strategists, writers, editors, and project managers, you can get

your message out—and draw leads in. This group ensures consistent style, voice,

and messaging in all your marketing materials. Whether they’re writing copy

themselves, editing drafts from other departments, or collaborating with Creative

Services, these members of your team make sure your content resonates with your

target audience.

WHERE SKILL MATTERS

each

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Roles & Titles Key responsibilities Crucial skills

Content Marketing Manager

• Create content to support all stages of the buyer’s journey.• Collaborate with designers, product marketing, sales, and

subject matter experts to create relevant content that serves your audience.

• Measure performance of content assets.

CollaborationContent marketing Creativity Data analysis EditingProject managementStorytellingWriting

Content & Communications Manager

• Develop an integrated communications plan that drives brand awareness across paid, earned and owned media channels.

• Create and edit content, including press releases, story pitches, executive presentations, thought leadership, newsletters, blog posts, and more.

• Collaborate with senior leaders, marketing staff, and other departments to develop communications strategies.

Campaign planningCollaborationCreativityEditingMedia buyingPR and media relationsPresentation/oral

communicationProject managementWriting

Social Media Manager • Create social media strategy—identify relevant social media channels and goals/guidelines for each.

• Build social media profiles; manage company presence across social media channels.

• Create content for all networks driving brand awareness, website traffic, and conversions.

• Track and analyze social media campaign performance.

CollaborationCreativityData analysisProject managementSocial media marketingWriting

Public Relations & Analyst Relations Manager

• Manage media and analyst relations—connect with journalists, editors, analysts and influencers to place stories about the company.

• Collaborate with senior leaders, marketing staff, and other departments to create press releases, thought leadership, speeches, and more; coach subject matter experts on positioning and presentation.

• Develop a comprehensive PR plan.

Campaign planningCreativityEditingPR and media relationsPresentation/oral

communicationProject managementWriting

WHERE SKILL MATTERSeach

CREATIVE SERVICESThink of this group as your in-house agency. They handle production of ads, e-books,

infographics, tradeshow booths, white papers, videos, and everything in between. If content

owns the language, this team owns the look of all your marketing materials. The two groups

work together to bring your brand to life.

Highly visual and artistic, the ideal marketing creatives are able to meet deadlines and work

collaboratively with their less artistic colleagues.

Roles & Titles Key responsibilities Crucial skills

Creative Director • Direct in-house creative team, agencies, and freelancers: graphic designers, photographers, copywriters, videographers.

• Create and manage production calendar.• Develop and manage a cohesive brand identity, brand

voice and messaging platform; ensure all creative aligns to published brand guidelines.

BrandingCreativityEditingMarketing strategyProject managementPresentation/oral

communicationWriting

Graphic Designer, User Interface Designer

• Design a wide range of marketing materials: web page and email templates, newsletters, e-books, white papers, display ads, brochures, collateral, trade show displays, etc.

CollaborationGraphic designResponsive design

Copywriter • Work with marketing leaders, brand managers, designers, and sales teams to generate creative concepts and copy.

• Write original copy.• Edit content from other contributors; proofread materials prior

to publication.

CollaborationEditingProject managementWriting

Videographer • Film and edit videos. CollaborationStorytelling (visual)

User Experience Designer (could also live in Marketing Operations)

• Collaborate with UI design and web teams to create websites and tools that function smoothly and intuitively.

• Develop information architecture, navigational flows, and mockups that include user logic and decision points to deliver a satisfying customer experience.

• Suggest improvements based on data and user feedback.

A/B testingCollaborationData analysisResponsive design

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Roles & Titles Key responsibilities Crucial skills

VP or Director of Demand Generation

• Lead a team responsible for demand generation through both inbound and outbound marketing.

• Analyze data to set strategy and KPIs; forecast marketing results.

• Develop service level agreement with sales for lead management and follow-up.

Data analysisDemand generationLeadershipMarketing strategyPresentation/oral

communicationProject management

Digital Marketing Manager

• Oversee a team responsible for digital marketing efforts, including website, search, display ads, PPC, and social media profiles.

• Analyze data to set strategy and KPIs; forecast marketing results from digital campaigns.

• Collaborate with designers, marketing teammates, technical staff, and other stakeholders to develop and maintain an effective presence across digital channels.

BudgetingCollaborationData analysisDemand generationDigital marketingMarketing strategyMedia buyingMobile marketingProject managementWeb analytics

Field Marketing Manager, Marketing Programs Manager

• Manage demand generation in a specified territory through a variety of marketing tactics, such as email, events, advertising, social media, and more.

• Partner with regional sales managers to develop campaigns and drive leads.

• Measure, analyze and optimize campaign performance.

Campaign planningData analysisDatabase marketingDemand generationDigital marketingEmail marketingEvent managementLead qualificationMarketing automationMedia buyingPresentation/oral

communicationSocial media marketing

FIELD MARKETING/DEMAND GENThis crew captures leads and shepherds them through the funnel to deliver pipeline

and revenue. Demand generation pros qualify leads to determine which prospects

are the right ones to focus on and where those prospects are in the buying process.

Their job: to deliver sales a steady flow of high-quality leads. This discipline requires

people who are equally comfortable with creative projects, number-crunching and

hands-on technical work.

Events Manager • Create proposals for all events, internal and external, including budgets, staffing, and project plans/timelines.

• Negotiate contracts for venues, catering, AV support, housing, and additional services.

• Collaborate with marketing teammates to create collateral, displays, signage, and promotional materials.

• Capture and analyze participant feedback.• Analyze event performance against goals.

CollaborationData analysisEvent management Presentation/oral

communication Project management

Email Marketing Manager • Manage email marketing campaigns and lists to move leads through the funnel and drive conversions.

• Develop segmentation strategies.• Conduct A/B tests.• Measure and analyze email performance and campaign

results. • Create templates, calls to action, and content for emails, in

collaboration with other marketing team members.

A/B testingData analysisDatabase marketingDemand generationEmail marketingHTML/CSSMarketing automation

Search Marketing Manager

• Develop search strategy; identify keywords.• Design, implement and execute search marketing campaigns.• Track campaign performance; make recommendations to

increase traffic through both paid and organic search.

A/B testingBudgetingData analysisHTML/CSSMedia buyingMobile marketingPPC SEOWeb analytics

Roles & Titles Key responsibilities Crucial skills

WHERE SKILL MATTERSeach

FIELD MARKETING/DEMAND GEN

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CHANNEL MARKETING (A Subset of Demand Gen)These marketers wrangle your distributors, wholesalers, retailers, and partners to create mutually beneficial relationships.

Roles & Titles Key responsibilities Crucial skills

VP or Director of Channel Marketing

• Develop channel marketing strategy. • Recruit and manage channel partners. • Analyze data to set channel strategy and KPIs; forecast channel

program results.

Channel marketingData analysisMarketing strategyPresentation/oral

communication

Channel Marketing Manager

• Build and execute partner marketing programs. • Provide ongoing training for channel partners on new

products and offerings.• Track partner performance and campaign effectiveness.

Campaign planningChannel marketingData analysisDigital marketingPresentation/oral

communication

Roles & Titles Key responsibilities Crucial skills

Loyalty Marketing Manager

• Identify characteristics of successful customers and develop strategies that encourage other customers to replicate those behaviors and attitudes.

• Develop marketing initiatives that drive customer retention and loyalty—add value for existing customers.

• Measure and analyze campaign results.

Campaign planningData analysisResearch

Customer Marketing Manager

• Develop marketing initiatives that drive customer retention and loyalty—add value for existing customers.

• Measure and analyze campaign results.• Serve as in internal advocate for customers.

Campaign planningData analysisPresentation/oral

communication

Account-based Marketing Manager

• Partner with sales and marketing colleagues to develop growth strategies for specific accounts.

• Execute marketing campaigns within those accounts. • Measure campaign performance.

CollaborationCampaign planningData analysisDemand generation

CUSTOMER MARKETING (A Subset of Demand Gen)This team is on a mission to transform your customers into cult followers.

MARKETING OPERATIONS & ANALYTICSThe techies of the marketing world, these guys and gals make all your software, tools and systems work together to do the things you need them to do—and measure the effectiveness of what you’re doing. Need data? They know exactly where to find what you’re looking for. Marketing operations staff members are likely more logical and analytical thinkers than the rest of the marketing group.

WHERE SKILL MATTERSeach

Roles & Titles Key responsibilities Crucial skills

VP or Director of Marketing Operations

• Develop, analyze and optimize marketing processes to drive organizational efficiency.

• Lead a team that manages the technical components of marketing systems and software, such as marketing automation, CRM, content management, and MRM.

• Report on marketing metrics, effectiveness, and business impact.

• Evaluate new tools and technologies to improve marketing performance and efficiency.

• Ensure adoption and use of marketing systems to provide the greatest value to the organization.

Data analysisLeadershipMarketing strategyResearch

Marketing Intelligence Manager, Marketing Operations Analyst, Database Marketing Manager

• Develop, analyze and optimize marketing processes to drive organizational efficiency.

• Manage technical functions for marketing systems and software, such as marketing automation, CRM, content management, and MRM.

• Analyze marketing and sales data; make recommendations to improve data quality and integrity.

• Report on marketing metrics, effectiveness, and business impact.

• Evaluate new tools and technologies to improve marketing performance and efficiency.

CRMData analysis Database marketingLead qualificationMarketing automationResearchWeb analytics

Web Developer (this could go in a variety of places)

• Create web code.• Collaborate with designers, marketing teammates, technical

staff, and other stakeholders to develop and maintain an effective website.

• Measure, analyze, and optimize site performance through testing; present ways to improve website experience for visitors.

A/B testingCollaborationData analysis HTML/CSSResponsive designWeb analytics

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PRODUCT (SERVICE/SOLUTION) MARKETINGProduct marketing handles go-to-market strategy, messaging, and positioning for your company’s products and services. They focus on bottom-of-funnel marketing and sales support. Ultimately, decisions this group makes about messaging and positioning should guide the efforts of the content & communications team and the demand generation/field marketers.

Titles Key responsibilities Crucial skills

VP or Director of Product Marketing

• Develop buyer personas to guide communication and positioning strategy.

• Develop go-to-market strategy, including product pricing, messaging, and promotion.

• Make data-driven decisions to evolve product positioning.• Lead a team of product marketers.• Provide training for sales and customer support groups.

CollaborationData analysisLeadershipMarketing strategyPresentation/oral

communicationResearchWriting

Product Marketing Manager

• Develop buyer personas to guide communication and positioning strategy.

• Create content promoting product benefits to both internal and external audiences.

• Serve as a subject matter expert on sales calls.• Perform competitive research and analysis.• Produce training and sales enablement materials—slide decks,

case studies, customer success stories.

Data analysisLeadershipMarketing strategyPresentation/oral

communicationResearchWriting

What learning opportunities already exist within your organization? Start with those, then evaluate outside sources, such as:

• Courses or classes (online or face-to-face)

• Workshops, conferences, seminars, webinars (in person or virtual)

• Books and videos

• Professional memberships or subscriptions

A quick audit or assessment can help you identify which skills your team has covered and which ones you need to add. Evaluate the knowledge and competencies of each marketer in your group, then map to their job roles. This should give you a clear picture of the areas where each person could use some professional development.

Which skills will have the greatest impact on marketing productivity? Focus on those first—outline a professional development plan for each employee, including measurable goals.

MarketingProfs is a rich and trusted resource that offers actionable know-how designed to make you a smarter marketer—from social media and content marketing to lead generation and online conversions. More than 600,000 MarketingProfs members rely on our free daily publications, virtual conferences, and more to stay up-to-date on the most important trends in marketing—and how to apply them to their businesses.

We offer marketing training and professional development resources for individual marketers and teams of all sizes. Our PRO members have access to online seminars and short tutorials, in-depth how-to reports, and interactive planning tools. Plus, MarketingProfs partners with leading companies to deliver courses and rich media guides that engage staff with actionable lessons presented in a fun, accessible manner. We offer e-learning courses, face-to-face training, and live online sessions. MarketingProfs’ real-world education helps modern marketers turn even the toughest marketing challenges into success stories.

Learn more at www.marketingprofs.com.

Stick with the plan and before long, you’ll have a

smarter, more effective marketing team.

ABOUT MarketingProfs

FINDING FILLINGand THE GAPS

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Additional reading: “15 Tips for Enhancing your Marketing Team’s Vision, Skills, and Data.”

Silverpop, 2013.

“The CMO’s Guide to Marketing Org Structures.” Hubspot, 2014.

“Four Steps to Building Your Content Marketing Dream Team.” Kevin Cain, MarketingProfs, November 18, 2013.

“The Modern Marketing Organizational Structure.” Jascha Kaykas-Wolff, November 2013.

“To Meet Tomorrow’s Marketing Challenges, You need These People on Your Marketing Team Today.” Preeti Upadhyaya, Marketing Profs, August 1, 2014.

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