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Executives Rank Marketing Most Critical Area for Next Generation of Business Leaders

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According to a survey of U.S. senior executives, marketing will be the most important area of expertise for the next-generation of leaders.

The study, commissioned by the Institute of International Research, sought to identify key areas for leaders. Marketing was the clear choice, with 31 percent of votes, followed by 20 percent for operations and 16 percent for financial expertise. Sales and engineering were deemed least critical to leadership with 11 and six percent respectively.

While marketing departments are often struggling to effectively measure effectiveness and the related battle for internal credibility, studies such as this provide evidence that marketing is making significant headway in proving its value within organizations.

Marketer Seth Godin attributes the rising recognition of marketing to fierce marketplace competition. “Being good enough is no longer good enough,” said Godin. “This is the most cluttered marketplace in history–just about everything is available everywhere, all the time. Leaders understand that spreading the word about their offerings is the only path to success. This survey hammers home that point–the success of an organization is driven by one thing: whether or not people choose to buy what you’ve got to sell.”

Peter DeLegge

Peter DeLegge is the CEO/CMO of job posting and career site, MarketingHire, publisher of MarketingToday and AdFails. His background includes leading digital marketing at Aon (globally) and ADT (North America), managing digital marketing globally at Motorola and consulting to many companies, as large as Unilever to small upstarts. His marketing programs and campaigns he's led have been praised as best practices in Fortune 500 marketing by the IAB, Google executives, described in numerous marketing publications as best practice case studies and presented at marketing conferences. While DeLegge was Global Director, eBusiness at Aon, it was chosen two consecutive years by eWeek as an eBusiness innovator. DeLegge was chosen as a "marketing thought leader" to keynote at the DMA's annual national B2B interactive marketing conference. MarketingHire was recently chosen as one of Money Magazine's top 3 marketing and advertising job sites. 

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