‘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.

businessman

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.

Recommended

You're so Money Supermarket

Moneysupermarket slams ‘annoying’ ads

Marketing Week

Moneysupermarket.com marketing boss has slammed rivals’ “annoying” brand characters for detracting from the category’s role in saving customers money, as it rolls out its latest ad using its ‘You’re so Money Supermarket slogan’.

capital

Global unveils TV venture

Seb Joseph

Global, the parent company of Global Radio, is making its first ever move into television with the launch of ad-funded channels Heart TV and Capital TV, as the company looks to alternative revenue streams.

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now