By Will Waugh
We recently interviewed Jim Stengel, P&G's Global Marketing Officer, for an upcoming publication we have coming out tentatively titled Marketing Thought Leaders: Conquering the Growth Frontier. When asked for his predictions on specialized positions for the new marketing world, he only gave one - a communications specialist role. I thought the definition for this was interesting so I thought I'd share it:
It's someone who is a bit of a consumer researcher and a bit of an advertising agency planner type - someone who is an integrated thinker; someone who understands the communications world. And I think someone who also understands the content world. It's a much more complex planning skill -- strategic thinking you might call it.
There you have it. The world's top marketer on what sort of skill sets a new marketer needs to have. I have talked about content as a killer app as well as the renaissance marketer and how these traits are neccesary components of the evolving marketing world. The challenge, of course, is finding the talented individuals with a varied skill set across this spectrum.