Today’s marketing teams look markedly different than those 15, 10 or even five years ago did – at least the ones that achieve effective results. Residing within flourishing organizations that have made embracing change a strategic imperative, the modern marketing team is composed of practitioners ready to meet the needs of the omnichannel consumer.

Much of what marketers are doing to engage consumers today has changed almost beyond recognition. Tools and strategies that were cutting edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day. With the use of advanced data integration, mobile technology capabilities and social network platforms, today’s marketer has a larger scope as it relates to engaging one’s audience. These are some of the reasons the modern marketing team is composed of far fewer specialists. Being an expert in email marketing or direct mail strategies, for instance, is less marketable in a climate that values cross-channel know-how.

This need to expand our expertise, to swap out “specialist” for “brand generalist” on our resumes, is no secret among marketers. In fact, an Oracle survey of marketing professionals revealed 75% believe their lack of skills is impacting revenue in some way.

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