Marketers must make structural changes in marketing departments to remain agile and responsive

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 24, 2020, 11:49 AM UTC

Many organisations face “an inter-generational skills imbalance”.

This article states that to create effective marketing teams that are agile and responsive, brand marketers should implement structural changes in their marketing departments. Encouraging upskilling, acquisition of soft skills and continuous learning can help brands develop effective marketing teams.

Joanna Reesby, Mission Bay, states that with many marketing capabilities available, they “can seem overwhelming” for marketers. Further with many brands having “an inter-generational skills imbalance”, it is imperative for them to achieve the right mix of skills.

Reesby adds that brands should hire new members from other companies, while upskilling existing talent to create “future-proof” marketing teams. Brands should employ a continuous learning process, create flexible internal cultures and hierarchies, and recruit beyond immediate categories to build effective marketing teams.

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