Marketing Transformation Leadership Forum

Navigation

• Our Findings
• The Journey
• Building capabilities
• Customer experience management
• Customer centricity
• Measurement and ROI

Building capabilities

A recent CIM study found that marketing leaders want their teams to make meaningful contributions to strategy, yet fewer than 25% of them believe the right skills are in place. A transformed marketing function depends on new skills to invigorate and empower marketing professionals.

• Which skills and capabilities do we need?
• How do we balance specialist vs. generalist skills?
• What will career paths look like in a transformed marketing function?
• How do we find the right people?
• How do we make a case for investment in people and skills?

The Marketing Transformation Leadership Forum met in September 2009 to discuss and debate these issues with a focus on agreeing practical solutions for marketers. Download the report and access other resources using the quick links on the right of this page.

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