March 27, 2012

Marketing Research Chart: Marketers wear multiple hats but have few guidelines

SUMMARY: Marketers must wear many hats, provide expertise in multiple areas, cater to many whims, and deliver answers to questions no one else can. However, we also know that marketers will either be praised or held responsible for the overall well-being of the organization’s position in the marketplace.

This leads us to ask, “What marketing competencies does a marketer need to be successful?” This week’s chart reveals the answer to this question, from a survey of more than 1,600 marketers.
by Dr. Charles W. Coker, Human Capital Strategist

Marketing Research Chart: Which tasks are part of your responsibilities?

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Click here to see a larger, printable version of this chart

Survey participants indicated, regardless of organizational size, that they handled multiple tasks. The fewest differing responsibilities were held by executive managers in large companies.

However, in most cases our respondents were tasked with three to five very different competencies – each requiring a very different skill set.

When individuals are tasked in so many different directions, they will excel in some and fail in others. This can have a huge impact on tactical effectiveness in one or more channels and the overall efficiency of the marketing program. When an organization is desperate to improve results, it becomes evident that tactics must change.

For additional research data and insights about Marketing Personnel, download and read the free Executive Summary from the MarketingSherpa 2012 Executive Guide to Marketing Personnel.

Useful links related to this research

MarketingSherpa 2012 Executive Guide to Marketing Personnel

Marketing Management: What is your company doing to increase knowledge and effectiveness?

Marketing Career: 4 questions every marketer should answer (and what you need to know to start asking them)

Marketing Career: How to overcome dissatisfaction in marketing jobs

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