In the past, someone who was adept in designing standard marketing collaterals, organising events, launching email campaigns or managing digital and social platforms would be deemed a pretty decent marketer.

Today, those very same marketing skills sets would be considered “entry-level” competencies. If you are looking to join a marketing team, those are the practical marketing skills you should already be equipped with. Business leaders are expecting their marketing teams to drive activities that will result in revenue.

Future marketers are responsible for driving data-led innovation within the organisation or for their clients. They use technology and emerging trends in marketing to enhance the end-to-end customer journey. Marketers are not only increasingly looked upon as sales enablers, but also act as strategic business partners and drivers of change.

marketing as a driver of digital transformation

Big data and artificial intelligence (AI), when used in tandem, can provide powerful analytics to help marketers develop razor-focused, automated lead generation strategies. This will shift the sales team’s focus away from cold calls and toward providing more personalised and high touch services to their customers.

By leveraging technology and automation, marketing teams can effectively re-allocate their resources to projects that have the potential to deliver stronger business outcomes.