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Brace Yourself For The 2016 Digital Re-Org. - Forrester

Brace Yourself For The 2016 Digital Re-Org. - Forrester | 21st Century Public Relations | Scoop.it
Our key findings from the survey are:

  • Headcount Growth Plateaus As Operating Model Shifts. Digital headcount growth has plateaued, with teams averaging 94 people, down from 95 in 2014 and 103 in 2013. 
  • Technology Skills Aren’t The Biggest Headache Anymore. Technology skills are still hard to find, but roles like analytics and product management are increasingly vital, and much harder to source. 
  • Reorganizations Loom. The drive for customer obsession and better cross-functional collaboration will necessitate fundamental reorganizations that challenge old product and channel structures. Progressive digital teams will initiate these discussions in their firms in 2016. 

 

marketingIO: One Source for All Marketing Technology Challenges. See our solutions


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heidi groshelle's insight:

ESPECIALLY analytics!

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Kabir Kumar's curator insight, March 14, 2016 5:57 AM

ESPECIALLY analytics!

Mark E. Deschaine, PhD's curator insight, March 15, 2016 8:22 AM

ESPECIALLY analytics!

The Twinkie Awards's curator insight, March 15, 2016 9:06 PM

ESPECIALLY analytics!

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A New CMO Survey By Spencer Stuart Spells Bad News For Marketing Teams - Forbes

A New CMO Survey By Spencer Stuart Spells Bad News For Marketing Teams - Forbes | 21st Century Public Relations | Scoop.it

Intermediate/ Digest...


Recruiting firm Spencer Stuart surveyed more than 160 senior marketing leaders and found that while the majority, 70%, of those surveyed believe that creativity is just as important as analytical ability, far fewer respondents, 19%, feel their teams strike the right balance.

 

Finding talent with a proper blend of the creative and analytical is a challenge, say the CMOs, especially amid fierce competition for the scarce experts with both skills. Compounding the challenge is the fact that there is no single go-to source for talent, according to survey respondents. The vast majority (91%) of respondents look externally for talent with affinities for both the creative and analytical.

 

Competitors within the sector were viewed as viable sources of talent for 22% of respondents; 16% look to the technology industry; and another 16% tap historically creative sectors such as advertising and media. More than one-third (37%) said that they find talent from “other” sources, including strategy consulting firms and startups to analytics companies and other sectors (e.g., consumer products, retail, financial services).

 

The laundry list of desired skills for marketing leaders continues to grow: analytical orientation, creativity, strategic mindset, digital expertise, general management, innovation, customer insight, financial acumen, change leadership, global perspective and talent development. The majority (86%) of respondents believe it will be possible to find this full gamut of skills within one person in the future.

 

Boards are placing more scrutiny on digital initiatives, and many marketing leaders reported that their boards have heightened expectations for demonstrated ROI.

 

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marketingIO's curator insight, May 4, 2014 4:33 PM

Having the right resources in place is the number one issue today for the data-driven marketing organization.

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Reinventing the Marketer: Skills Every Modern Marketer Needs - Adobe | #TheMarketingTechAlert

Reinventing the Marketer: Skills Every Modern Marketer Needs - Adobe | #TheMarketingTechAlert | 21st Century Public Relations | Scoop.it
Digital has shaken up the marketing trade. Today’s marketers find themselves performing their work outside their comfort zone. While the marketing world has changed, the schools that teach marketers have not always kept up with the changes.


Intermediate/ Digest...


Dig­i­tal mar­ket­ing has caused mar­keters to think in terms of the entire cus­tomer expe­ri­ence and mov­ing them on the road from acqui­si­tion and usage to con­ver­sion and even­tu­ally reten­tion and loy­alty. How do mar­keters do this?

 

1. Test­ing is key. You will never get every­thing right. Know­ing how and what to test becomes para­mount. You need to be agile, and in a world of dig­i­tal, the mar­ket­ing depart­ment needs to become a test­ing machine.

 

2. You need to know what tools are avail­able that can assist in doing your job. It is not nec­es­sary to have a full under­stand­ing of the tech­nol­ogy. Instead, you need to know what’s avail­able. You need to have some knowl­edge of social sen­ti­ment and influ­ence, tar­get­ing, per­son­al­iza­tion, media opti­miza­tion, Web man­age­ment, and more.

 

3. You need to know how to cap­ture data, trans­late it into insight, and inter­pret it. You need to fig­ure out ways to go from data to insight to action.

 

4. You need to be skilled in break­ing down silos and work­ing effec­tively with cross chan­nels, cross media, and pri­vacy and secu­rity concerns.

 

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marketingIO's curator insight, March 23, 2014 9:11 PM

#2 is huge, and there are few who have broad market knowledge that is beyond an inch deep.

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Email Marketers: The Marketing Leaders Of The Future? - Marketing Land

Email Marketers: The Marketing Leaders Of The Future? - Marketing Land | 21st Century Public Relations | Scoop.it

MarTech is the New Black. Get fashionable. 


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marketingIO's curator insight, August 24, 2015 8:48 PM

Nope: it's Marketing Analytics.

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Want to understand the org chart of modern marketing? - Chief Marketing Technologist | #TheMarketingTechAlert

Want to understand the org chart of modern marketing? - Chief Marketing Technologist | #TheMarketingTechAlert | 21st Century Public Relations | Scoop.it

Intermediate/ Excerpt...


One of the most powerful management levers is organizational structure. And while many companies are altering their org charts in marketing, to better adapt to a digital world, there isn’t much statistical data out there on what these new org charts look like.

 

Well, the folks at VentureBeat and I would like to change that. So we’re collaborating on a study of the “top layer” of the modern marketing org chart. Here’s your chance to be one of the first people to see the data from that study — by participating in a survey to help us gather it:

http://intel.venturebeat.com/surveys/new-marketing-org.html

 

The most important question we ask is:

What’s the list of titles of the people who directly report to the most senior marketing executive? So, for a large company, you might answer: VP Product Marketing, VP Marketing Operations, VP Customer Intelligence, VP Content Marketing, etc. No names — just titles.

 

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marketingIO's curator insight, March 31, 2014 7:22 PM

A) I hope you participate; and

B) And this report should provide a bit of guidance on structure (although, as it usually is with net-based samples, the projectability is doubtful).