Successful modern marketers need the right knowledge, skills and mindset.

Knowledge and skills are fairly easy to define, but mindset is not.

It can be hard to pinpoint, but according to Econsultancy research, marketers see mindset as a top priority. 74% of his 841 senior marketers he surveyed in 2020 on the topic agreed that mindset is more important to success than experience or specific expertise.

So what is the marketing mindset and how does its impact feel across your organization? I can do it.

Defining the Marketing Mindset – The 10C Framework

Mindset shapes the way you think about your role in an organization and influences your behavior and how they respond to challenges. The growth mindset idea was developed by Dr. Carol Dweck. This model establishes that mindset has a strong influence on an individual’s ability to improve.

Then Econsultancy tried to define. marketing 10C Model Thinking – A framework that defines the specific characteristics that contribute to success as an individual, as part of a team, or within the wider organization.

The 10Cs (Figure 1) define marketing mindsets as customer-centric, commercial-focused, competent, dedicated, confident, creative, curious, challenging, collaborative, and connected.

Benefits of developing a marketing mindset

So what can developing a marketing mindset help organizations achieve? Below is an excerpt from the report.

1. Developing a leadership pipeline

Great companies know that talented people are their greatest resource. By taking mindsets into account when hiring and promoting, companies can develop a pipeline of future leaders and set them up for success.

2. Building organizational agility

Crisis management should be viewed as a last resort when managing change. So the challenge for marketers is to be able to recognize and respond to change before the pain of the crisis hits.

Organizations with the ability to institutionalize marketing mindsets are set to key marketers with the ability to avoid dictatorial crisis management.

3. Navigate change (and learn from change)

By changing the mindset, employees can learn from mistakes more effectively and adapt to change.

A study published in Psychological Science found that seven people with a growth mindset were more capable of succeeding through change than those with a fixed mindset, recovered from early failures faster, and used deeper learning strategies. I know what I did.

4. Change your organization’s attitude to failure

Ecosultancy refers to two types of failure. “intrinsic failure” and “unnecessary failure”. An inherent failure is managing risk, such as when launching a new campaign or product. Unnecessary failures happen when marketers don’t get the basics right, such as poor communication or poor planning.

It is the mindset that underlies the attitude towards failure. Marketing leaders must understand and communicate the difference between inherent and unnecessary failures and create an environment in which the former is acceptable.

5. Promote a culture of try-and-learn

An open stance toward inherent failure can also lead marketers to challenge and update the way they work (rather than eliminating all risks). In reality, most rules and procedures have a reason, but marketing her leaders should be careful to create procedures that optimize mediocrity rather than creativity and innovation.

6. Position line managers as facilitators and mentors

In an environment characterized by a marketing mindset, individual marketers are provided with the autonomy they need to do their job. Given the mindset of hiring marketers, it’s important to empower marketers to exercise autonomy and support self-learning. In such cases, the marketer can seek mentorship and direction from her line manager rather than control and oversight.

7. Promoting transparency and buy-in

Transparency is important for teamwork and collaboration. By asking questions, senior marketers show junior colleagues that they care about what they think and are willing to listen, learn and grow themselves .

8. Increased innovation

Research shows a strong link between increased curiosity and increased innovation. In his 2018 Harvard Business Review report, co-published with Merck, his 1,000 businesses in sectors such as technology, healthcare, and manufacturing asked his leaders, “What shapes a culture of innovation? ?” was the question. The main answer for all sectors? Inspire and reward curiosity.

9. Enabling two-way communication

Employees should not be afraid to speak up for fear of bad performance reviews or promotions.

According to research by business consultant and author Jim Collins, leaders typically recognize that teamwork brings success and take responsibility when things go wrong. As a result, this kind of leadership helps foster a culture of transparency and fosters two-way conversations with employees. This creates an environment where marketers are not afraid to speak up.