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6 Business Competencies Marketers Should Develop (Part 3)

Posted By The Marketing Institute, Wednesday 9 October 2019
Updated: Tuesday 1 October 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 six more business competencies that marketers should develop to grow in their career.

Read part 1 here.

Read part 2 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.


11. Planning and Priority Setting 

An ability to plan successfully and to set clear priorities for the organisation. Promotes the benefit of effective planning in order to ensure that the organisation makes the most effective use of its resources, to achieve sustainable business success. Ensures
that the organisation maintains appropriate focus on key priorities. Has the ability to plan, change direction and adjust business priorities, to respond to significant changes in business and market conditions.

Assess your level


12. Project Management

The ability to successfully manage and deliver sizeable projects within own area of responsibility through taking a structured and planned approach. Seeks to identify key milestones and resource requirements to deliver on time and within budget. The capacity to harness the efforts of others, across the business, to ensure key deadlines are achieved and that project objectives as delivered on time and within budget. Over time develops the capacity to effectively manage a range of diverse and complex projects, across the organisation.

Assess your level


13. Results and Achievement Focus

Focuses on the achievement of results, using a cycle of planning, action, measurement and review; to ensure that business goals are achieved. Shows drive, resilience and flexibility in seeking to achieve stretch goals. Is accountable for their own personal performance and effectively performance manages others within the team. Will focus not only the result being achieved, but also the “means” by which the goal was delivered. Will expect the team and themselves to operate ethically and with integrity in delivering business success. 

Assess your level


14. Risk Management

Has the capacity to effectively assess and manage risk within the organisation. Takes account of the risk environment and regulatory environment within which the business operates. Puts in place clear plans and business processes in order to accurately access risk and ensures clear actions are taken to mitigate such risk. Ensures that effective risk assessment becomes an integral part of planning and decision making across the organisation. Considers the financial, regulatory and reputational impact of the failure to effectively manage risk.

Assess your level


15. Strategic Perspective and Thinking

Has a clear understanding of the organisation’s vision, strategy and the key strategic drivers of growth. Can use these insights to realise organisation objectives and to achieve business results. Takes a broad view of the organisation and its business and has a deep understanding of its internal and external operating environments. Brings clear strategic thinking to such issues as; industry trends, the competitive environment, market and customer opportunities, emerging technology and effective stakeholder management. Can link the organisation strategy to day to day outputs and key operational deliverables.

Assess your level


16. Integrated Thinking

A capacity to draw together information from both qualitative sources, such as behavioural, attitudinal, psychological, values, culture and the arts; and to merge with quantitative sources, such as big data, analytics and other numerical information. Uses this integrated approach to: enable Marketing and the Organisation to better diagnose the root cause of business challenges; to identify opportunities and to inform thought
leadership, breakthrough thinking and to consider future disruption within the sector; Ensure the best use of all available information sources, as a means of driving the development of more robust customer insights; as a basis to guide a highly effective strategy setting process.

Assess your level


Learn more about the Marketer Pathways framework.

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