‘Brands should favour “gritty” marketers over entrepreneurial’

CMOs looking to hire the most effective, high performing teams should look for “gritty” marketers that make the most of their ability through hard work.


An analysis of top performers across 100 brands by global networking firm The Corporate Executive Board (CEB) finds that so-called “focusers” – those that persevere despite setbacks, prefer depth of focus over breadth and think through issues thoroughly – are the “truly stand-out performers and offer an advantage over all other marketing profiles”.

It adds the strategy of searching for “digitally savvy, data-driven and entrepreneurial” marketers isn’t necessarily the right approach.

The study also found that 66% of CMOs surveyed feel that they have missed “many of most major opportunities” in the past two years because they responded slowly to fast changing consumer needs and interests.

The CEB is a research and advisory organisation that works with CMOs and global marketing bosses from the FTSE 100 and Fortune 500.

It analysed of 570 marketers across 100 brands, 34 companies and 15 industries.

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