Marketers and their skills...

Do marketers specialise too early, meaning they lack the skills to step up to boardroom level? The Marketing Society Forum: Developing a wide skill-set might provide more opportunities for career development and earn marketing a place at the top table... "The best senior marketers are analytical, strategic, have strong management skills and can build coalitions within the company to deliver plans. Marketing should sit at the heart of the business, which gives people a chance to get a 360 degs view and interact with all its functions". SANJAY PATEL, Marketing strategy and planning director, Heineken. "To be seen as vital to business strategy, marketers need to develop greater commercial awareness and take on more financial responsibilities". GRANT DUNCAN, European marketing officer practice head, Spencer Stuart. "It is particularly true of Mars UK, where the role of marketing is to create and lead a culture around growth into the entire business. As a consequence, marketers have to develop and use skills that go well beyond the traditional brand-positioning works or copy developments. They are supported by a collaborative culture where personal development is a key focus area". THOMAS DELABRIERE, Marketing director, Mars Chocolate UK