Hiring/Training: What the CMO Wants
Now, About Those Channels
In addition to being agile and analytical, the marketing team of today also needs to market well across many channels. The digital age introduced new channels—from search engine marketing to mobile and social media. These channels evolve constantly, forcing marketers and customers to adapt quickly.
Due to this combination of rapid change and channel proliferation, deep expertise and hands-on knowledge is starting to be replaced by the ability to be flexible, quick and innovative. This new type of marketer, a generalist, certainly will not know the intricacies of all channels, but will understand the roles of each and how to adapt his marketing strategies to the ever-changing marketplace. Generalists also will make good decisions based on the business needs (like budgets, target audience, communication objective, etc.).
In this new marketing climate, specialists still have their roles on the marketing team; without them, companies wouldn't be able to execute, particularly as each channel has its deployment intricacies. However, a marketing generalist is agile and will be able to integrate and collaborate across all channels. And he will know how to work with these channel experts, whether they're employed internally or by an industry vendor. These skills are key to mastering today's web of multichannel marketing.
A Meeting of the Marketing Minds
Another key development sweeping the modern marketing department is the necessity of generalists to hire and train the next generation of response marketers. This is not much of a departure from the mentoring processes of years past; save that the more senior marketing professionals now don't need to pass along their specific channel expertise, so much as the art and science of channel integration and collaboration.
At the same time, these more well-rounded marketers will be learning from subsequent generations who comprehend and master the digital channel intricacies better than anyone. Sometimes called "digital natives," younger marketing professionals have grown up with the Internet and do not see online marketing as anything exotic or intimidating.