The world of marketing and coaching

As someone lucky enough(!) to combine marketing and coaching in my working life, I found the results of a report I read today confirmed what I had seen.

The findings in the report are truly exciting… In the 2024 benchmark on the present and future of B2B marketers, carried out by LinkedIn together with Ipsos, the key qualities B2B marketers “should” have are summarised as follows:

• Strategic
• Ahead in technology
• Creative
• Innovative content strategist
• Always learning
• Able to interpret data
• Collaborative in communication
• Visionary
• Sensitive to diversity, equity and inclusion

The report excited me because it supports the views I have shared for years on the similarities and differences between B2B and B2C marketing, and because it also highlights the competencies I have observed in leaders through my work.

Alongside the data gathered from research, I find it striking that the report emphasises how the competencies sought in future leaders will also make a difference in the marketing world. If we look beyond marketing alone and apply this to the constantly and rapidly changing business world, we can follow the same route. Leaders who, beyond their knowledge, are self-aware, open to growth and change, solution-oriented, adaptable, innovative, agile and open to communication reach their goals faster in their own fields and succeed in developing their teams.

At this point, “coaching” emerges as a powerful tool through which leaders can receive support for their own development. As the International Coaching Federation (ICF) also explains, coaching, which supports leaders’ personal and professional development, helps them increase their self-awareness, develop their communication and collaboration skills, and strengthen their capacity for strategic thinking and problem-solving.

Ultimately, for those who put their effort into the world of marketing, as for the leaders of the future, to reach the success they aim for, the coaching process, which supports them in realising their potential alongside developing their knowledge and data analysis skills, will help them stand out in a fast-changing business world.

Related page: Marketing consulting