One of the top trends in business today is the need for professionals who have a holistic view of marketing. These are people who are both analytical and strategic, while at the same time innovative and creative. Known as Renaissance marketers, they possess a spectrum of knowledge that reflects the breadth of marketing. Robert Liodice, CEO of the Association of National Advertisers has referred to them as “a new breed of holistic professionals who are system thinkers, customer-centric believers, innovators and dreamers.”
According to an American Marketing Association white paper entitled “Renaissance Marketing,” a Renaissance marketer is “an accomplished and versatile leader, expert in several areas of marketing, adept at new marketing technology, and capable of speaking with CEOs and CFOs in terms they can understand and appreciate.” Being a Renaissance marketer involves the ability to synthesize insights about consumers and bring solutions to customers that are holistic. Renaissance marketing is less about being skilled at a particular practice or discipline, but more about the ability to bridge together a wide variety of knowledge in order to make the best possible decisions from the perspective of marketing. The key attributes of a Renaissance marketer include:
- Possessing a holistic business view
- Ability to understand and translate analytics
- Experience in both sales and marketing
- Keen intellect, stellar interpersonal skills, collaborative, innovative, and inquisitive
- Strong work ethic
- Solid understanding of direct marketing and how to leverage technology
- Experience across multiple industries and with large and small budgets
- A knowledge of international business
In the white paper, Eduardo Conrado, senior vice president of global marketing and communications at Motorola, Inc. noted that there are three types of work experiences that, when combined, help to provide the Renaissance marketer with the tools necessary to succeed. He states:
An ideal Renaissance marketer would need to have three key ingredients. One of them is to spend part of his or her career working on the product marketing side, to be able to understand the development cycle, to understand segmentation, to understand positioning. Another one would be staying within your integrated marketing communications area in the mix. Interactive marketing capabilities are key, as are understanding media and analyst relations, understanding how you deal with agencies and how to get the best out of migrating the brand over time. And then the last piece, you’ve got to spend some time in the field doing marketing that works very closely with the sales team, both indirect and direct. That way you’re able to implement a lot of the components of the marketing mix very close to the customer.
In a business landscape where power has shifted to the consumer, it’s become increasingly important for a marketer to be able to achieve strategic integration for a company through a variety of tactics as opposed to just being good at one particular skill. What are your thoughts?