‘Beyond Marketing: The hard and soft skills of today’s CMO’ is a 22-page examination of the skills and mindsets required of CMOs in today’s business environment.
By Marketing contributor Dr Michael Valos, this ebook is a compendium of articles serialised in Marketing as The Valos Advantage.
The overall premise is this: marketers need more than just technical skills to be successful. Most junior and middle-ranked marketers never progress to CMO because they lack an appreciation for the non-marketing, or interpersonal, skills required by leaders. Instead, they think success is solely a function of strategic insight. These non-marketing skills include emotional intelligence, communication, employee engagement, conflict management, as well as training and recruitment.
The six chapters of Beyond Marketing explore six key skills central to a modern CMO: strategic insight, digital strategy, marketing innovation, commercial/ financial acumen, customer insight and marketing metrics, and lastly, brand management.
- Preface by the author
- Chapter 1: Strategic Intent and Making Strategy Happen
- Chapter 2: Digital Skills and Mindset for the CMO
- Chapter 3: Marketing Innovation
- Chapter 4: Customer Insights and Marketing Accountability
- Chapter 5: Brand Management for the CMO
- Chapter 6: Commercial Acumen
About the author
Dr Michael Valos is a senior lecturer at Deakin University and chair of the Marketing industry advisory board.