In the past we have covered the problem of the skills gap in marketing professionals today. But what do you do as a hiring manager (or a recruiter supporting your marketing colleagues) to bring the right talent into your organization? Given the intense demand and weak supply of the marketing operations talent market, you have two options:
- Pay market rate (which is above other marketing talent currently) to bring in the right skill set
- Find talent with a base of skills that can be adapted for marketing operations
Option 1 is straightforward. Option 2 requires some finesse; you need to evaluate the base of knowledge and skills that could be molded into a successful marketing geek. After all, most marketing operations professionals today learned those skills when branching out from another career path.
Here are some of the skills Marketologist advises our clients to look for in sourcing marketing operations talent:
- Knowledge of databases. Specifically linking data warehouses, replicating databases, and running queries on the data using SQL or other db languages.
- “Real” statistical analysis skills. Nearly every resume has at least one line starting with “Analyzed results of…” but most of these skills are limited to descriptive statistics like comparing averages in spreadsheets. If you find someone that understand large-scale datasets (like panel data), hypothesis testing, statistical significance, and regression analysis, that can be very useful in marketing operations
- An operations background (outside of marketing). Sales operations is the closest, but other good fits could be folks from operations or other areas of the business.
If the talent you are considering has CRM experience or marketing automation experience, all the better. What additional skills do you look for? Please share them and we will make sure to include them in a future post.