Marketers in Australia and New Zealand say that an understanding of technology and social media are the things they need the least to be good at their jobs, according to a survey of CMOs by IBM.
In answer to the question, ‘What capabilities do you need to be personally successful over the next 3 to 5 years?’ only 12% said social media expertise – the lowest proportion in the survey.
What capabilities do you need to be successful over the next 3 to 5 years?
Technology savviness rated at just 26% – as did finance skills.
Leadership abilities, creative thinking and customer insights rated top.
The survey was part of a global study, which comprised face to face interviews with 1,700 CMOs; 57 in Australia and New Zealand.