Welcome to the fourth edition of our Commercial Marketer Skill Series, your go-to resource for practical, actionable insights to help you become a more commercially-driven marketer. In this latest report, we focus on one of the most critical (and often overlooked) capabilities in marketing: strategic thinking.
Today’s most effective marketers go beyond campaign metrics. They think commercially aligning marketing efforts with broader business goals, revenue impact, and ROI.
If you’re looking to shift from tactical execution to strategic leadership, this series is designed for you. As part of our research, we’ve identified six core skills that enable marketers to become more commercially minded and strategic thinking sits at the heart of them all.
So what are strategic skills? Well, we define it as the ability to lift your head above the parapet, outside of marketing, and look at what your business overall is looking to achieve. And according to our Propolis community, only 19% said they were experts – 67% said they’re capable and 14% claim they’re not entirely capable.
In this report, we speak to marketing leaders – Katie Hungerford, Fiona Mckenzie and Gareth Nicholls to discuss why strategic thinking is challenging in B2B marketing. Through their insights, we also find out some top tips for developing these skills whether that means planning for quick pivots, building a long-term framework or using technology to build your strategic prowess.
What You’ll Learn
- How to develop a more strategic marketing mindset
- Practical tips to align marketing with business objectives
- Frameworks for planning both short-term pivots and long-term growth
- Real-world advice from experienced marketing leaders
