Collaborating, influencing, leading, communicating, negotiating: all activities that have people at the core. Focusing on the competencies highlighted in this section will give you a deep understanding of the range of people and leadership practices that you and your team will need to be effective. They are relevant to any role, in any industry.

Building on your people competencies will enable you to make an impact and develop capability in your team and across your organisation.

This week, we are exploring five People Competencies that marketers should develop to grow in their career.

These are based on the Marketer Pathways Framework, which was developed by the Marketing Institute following consultation with over 50 senior marketing practitioners from across a range of sectors.

1.Communication & Interpersonal Skills

Makes a strong interpersonal impact and is credible with key audiences. A strong communicator, who will successfully represent the organisation with key stakeholders and strategic partners. Demonstrates active listening and can adapt and tailor their communications style to different audiences and situations. Has good awareness of their own interpersonal style and understands how their style will impact on others.

2. Conflict Management

Ability to effectively manage conflict within their own team and across the organisation. Understands the benefit of not allowing conflicts to fester and escalate into significant business challenges. Seeks to foster a culture of mutual respect and trust and ensures that business discussion and debate does not turn into personal conflict. Recognises the benefits of having an open and honest organisation culture, which avoids personal conflict.

3. Developing People

Ability to develop other people, within their own team and across the organisation. Provides a learning environment for all employees, encouraging an understanding of their role and how it fits within the business. Carry out regular assessments of the team’s skills set, to determine training and development needs. Ensures each employee takes personal ownership of their own development agenda, with the support of their manager.


Capacity to be highly influential and credible with key internal and external stakeholders. Has a clear ability to adapt influencing style to different people and to difficult and complex situations. Has good self-awareness and is clear on how influencing style impacts on others and seeks to optimise the approach to achieve a “win win”, for all parties.

5. Leadership

Ability to provide overall direction within own area of responsibility and over time across the organisation. Can clearly articulate the organisation’s vision, mission and strategic goals and makes practical links between organisation strategy and the commercial and marketing objectives of the business. An excellent capacity to motivate others and can foster strong commitment, based on their own enthusiasm, drive and credibility. Provides clear leadership, particularly during times of crisis, challenging market conditions or in times of significant change. Will lead by example, be an exemplar of organisation values and will foster a high performance culture, as a key driver of long-term sustainable growth.