The essential skills of the 'XMarketer' - Marketing Leaders who drive digital transformation. (#21)

The essential skills of the 'XMarketer' - Marketing Leaders who drive digital transformation.

Today we're breaking down the skills that are the foundations to digital transformation success in the 21st century.

So, how has marketing changed over the last few years?
There have been 5 major technical waves of change that have washed over the marketplace since 2000 - SalesTech, ServiceTech, MarTech, FinTech and AI.

MarkTech really kicked off in 07/08 with the early automation platforms and this lead 10 years of change to where we are today with high data driven marketing organisations. These changes have transformed how we work as marketers, who we work with and what we work on.

What do you mean the X marketer? What's that?
The "XMarketer" is a term we use to refer to marketing leaders who drive change in the experience economy. They lead teams which exhibit leading behaviours and build in them selves the skills the experience marketer needs in the 21st century.

What are the skills? Can we break them down?
The six characteristics of market leaders, teams who deliver CX (Customer Experience) as market leaders are:

• Continuous Improvement (Kaizen)
• Collaborative
• Journey Focused
• Content Creators
• Technology Investors
• Purpose Driven

In individuals, the skills (competency & capability) of the X Marketer are found across the following pillars:

• Brand
• CX
• Content
• Data Analytics
• MarTech (Marketing Technology)
• Leadership Development
• Performance Management

What can an SME Leader do today?
1/ If you lead a team, use tools like - 'T-Shaped' Employee structures to define how a role creates value
2/ If you're a marketing leader, use this skills matrix to frame your learning and growth.