As covered in our previous article, the skillsets that we have found to be in demand with our German clients are evolving and we are increasingly being asked to find a marketing leader that is ready for tomorrow’s world. That said, we have also seen that the traits that make a truly successful and high impact marketing professional are also evolving. In this article we highlight those characteristics that we have seen lead to the longest and most successful senior marketing placements in the German market.
Rise to the challenge
With the elevated status of marketing within organisations, marketing leaders need to have the gravitas to match. They need to be a voice of authority within the business and champion the customer/client in every aspect of their work. It’s no longer valid to say that senior stakeholder “don’t get” marketing, it’s the responsibility of a marketing professional to make them understand the importance of their role. Strong influencing skills are therefore a must here. Marketing leaders need to be able to talk fluidly about changing perceptions, embrace change and be able to break through management silos by being the voice of the customer within the leadership team.
Let results speak for themselves
Data is king – the best marketing leaders create a culture within their team of stringent reporting on return on investment and the successes or otherwise of their activities. Marketing departments in Germany have gone from being cost centres to having P&L responsibility. Therefore, marketing leaders need to demonstrate their worth at board level, and be able to successfully manage the commercial aspect of their strategy. Financial acumen is a highly in demand skillset, but the corresponding trait that makes a successful marketer is being able to relay information about performance and results.
Embracing sales
Gone are the days where sales and marketing were entirely different teams. Great marketers are also great salespeople. This is sales both externally and internally. The most successful tactic is to tell a compelling story around your brand. Cut through the noise and reach your customers through demonstrating a genuine purpose, or at least through being very clear about who you are and what you do. This clarity of thought sets apart the best candidates.
Adaptability
Marketing leaders are dealing with a wealth of different individuals. Internally, they have their team which will range in age and experience. The board will present a different type of individual, who also needs to be engaged and excited about the team’s strategy. Then externally, it’s your customers. Marketers need to be instinctively aware of the latest buying habits and trends of many demographics. There are some wide ranging demographics here, and the most successful marketing leaders are able to bridge the gap between all of them.
Attracting talent
The most successful teams are made up of highly talented but diverse individuals. The best marketing leaders admit that they can’t know everything, and that people who are different to them are likely to teach them something. Individuals with this trait recognise and nurture talent, and empower their teams, resulting in impressive outputs.
These are the traits that we have seen lead to success in the German market. Often when recruiting a marketing leader, businesses are caught up on experience and skillsets. We focus on these traits as well as details on the CV and have placed a wealth of hugely successful senior marketers across the major German business centres.
Bilall Yunus is a Senior Consultant at tml Partners and specialises in senior marketing and product appointments across Germany. He has particular expertise on executive searches in Germany for Chief Marketing Officers, Chief Product Officers, Marketing Directors and VPs of Product.
