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5 Business Competencies Marketers Should Develop (Part 2)

Posted By The Marketing Institute, Wednesday 18 September 2019

business competencies for marketers

As marketing professionals, it is critical that we understand our organisation - internally, its purpose, priorities and strategic direction, externally, the commercial context and trends that influence the internal factors.

Practical business knowledge, planning, project management, change management and customer focus are some of the competencies addressed in this section. These business competencies will serve you throughout your career, regardless of role or level. 

This week, we're looking at five more business competencies that marketers should develop to grow in their career. Read part 1 here.

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.


6. Decision Making and Judgment 

Makes appropriate and informed decisions about own area of responsibility. Contributes to effective analysis and decision making within marketing and across the organisation. Develops the ability to make well informed decisions, with available information taking account of the regulatory, ethical and reputational consequences of
the chosen course of action.. Effectively problem solves, by correctly identifying and diagnosing the underlying issues, in complex situations.

Assess your level


7. Governance and Compliance

Maintains the highest ethical standards to prevent the risk of legal or regulatory sanctions, financial loss, loss of reputation, or loss of brand value. Will manage governance and reputation through effective monitoring of relevant legislation and regulation to ensure ongoing compliance. Seeks to protect the overall reputation of the organisation by ensuring that organisation strategy, company culture, people, business processes and brand values are closely aligned.

Assess your level


8. Innovation

Creates and develops new thinking, ideas, solutions, methods, business processes and market or customer opportunities, to transform or improve overall organisation performance. The capacity to turn the innovation process into a key growth driver within the business. Challenges the status quo and introduces more dynamic thinking and disruptive technologies.

Assess your level


9. Making a Business Impact

Has the capacity to set clear priorities and to undertake major initiatives which creates momentum and progress across the organisation and which delivers significant business impact. Generates pace and energy within the organisation to achieve ambitious commercial goals.

Assess your level


10. Organisational Awareness

Develops a clear understanding of organisation culture and how key stakeholders interact and how the power relationships within and outside the organisation operate. An ability to understand the formal rules and structures, including the ability to identify who the key decision makers are, as well as the individuals who directly influence
them. Will be an effective influencer and will have a clear capacity to navigate complexity across an organisation. Will use this capability to ensure that organisation goals are achieved and not to promote their own personal priorities.

Assess your level


Learn more about the Marketer Pathways framework.

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