Marketing Leadership Traits That Drive Growth

May 30, 2014

The marketing function touches many areas throughout an organization, providing a unique opportunity for leadership. The collective challenge for marketers is to shape the agenda rather than let it entirely shape them in the face of outside forces — from economic pressures to changing consumer habits to the proliferation of challenger brands.

Strong leaders are able to rethink current notions of brand building by simplifying complex internal processes, encouraging collaboration, managing risk amid a dynamic media and consumer landscape, advocating a multinational strategy, and involving customers directly in the conversation.  

Marketing2020 found that the top five marketing leadership skills that will become more important over the next five years include customer/consumer engagement, emotional intelligence, communication, global mindset, and people development.

  • When asked to rate their overall personal marketing skills and competencies against today’s job requirements, 58 percent of respondents believed they were doing a very good job.
  • Thirty-five percent of respondents said they were doing a satisfactory job, compared to the requirements needed five years from now.
  • Thirty-seven percent of respondents believe their organization does a satisfactory job with its marketing capabilities for today’s job requirements, while 19 percent believe the company is failing to meet the capabilities needed five years from now.
  • Marketers believe that big data and mining analytics, consumer/customer engagement, and digital/social media will become the three most important capabilities over the next
About Marketing2020

Marketing2020Organizing for Growth is the most comprehensive global marketing leadership initiative ever undertaken. Led by Millward Brown Vermeer in partnership with the ANA, Spencer Stuart, and Adobe, Marketing2020 is focused on how to best align marketing strategy, structure, and capabilities for business growth. The Marketing2020 fieldwork included vision interviews with more than 250 leading CMOs and an in-depth online survey of 10,491 contributors from 92 countries.


"Marketing2020: Marketing Leadership Traits That Drive Growth." Marketing2020.