The CMO's area of responsibility has changed in recent years. It has become more technical and data-driven. As complexity increases, so do the requirements. The most important skills that CMOs need to bring to the table include creativity, user centricity and a global perspective. This is one of the findings of the Digital Marketer Census 2016, for which Marin Software (NYSE: MRIN) surveyed 600 digital decision-makers in Germany, France and the UK. The following figures relate to the 200 German respondents.

Almost three quarters of German marketers confirm that their job has become more complicated (54%) or even much more complicated (19.5%). Only one in seven (14.5%) believe that their job has become easier. Only twelve percent currently perceive no change. In the previous year, however, 25 percent felt that hardly anything had changed in their area of responsibility. The demands placed on marketers have increased in recent months. According to the digital marketers surveyed, the biggest challenges include data management and data volumes as well as time pressure, the pace of innovation and budget restrictions.

The CMO skill profile is diverse

The return on investment rests on the shoulders of the CMO. They are expected to lay the foundation for decisions, such as how the budget is allocated, and must prove the effectiveness of the measures. But they are also expected to come up with creative ideas that stand out from the crowd. According to the digital marketers surveyed, creativity (52.5 percent) is by far the most important skill for a CMO to do their job successfully. In second place comes user-centered action (32.5 percent). However, a global perspective (29 percent) is also expected. This characteristic comes in third place.

The ten most important knowledge and skills for CMOs

- Creativity (52.5 percent)
- User centricity (32.5 percent)
- Global view (29 percent)
- Growth orientation (28 percent)
- Financial know-how (26.5 percent)
- All-rounder (26 percent)
- Professional expertise (19.5 percent)
- Storyteller (17.5 percent)
- Design focus (15.5 percent)
- Data orientation (15 percent)

The digital skills of a CMO are also important when recruiting new marketing employees. Nine out of ten marketing managers say that when they change jobs, it plays an important role for them whether the company's CMO is a digital leader. They expect a leader who is aware of today's online business requirements and acts accordingly.

Bert Bröske, Marketing Director EMEA, Marin Software, says: "Marketing as we know it today is constantly evolving and has long since expanded into new digital environments. Marketing is now about both creative and analytical skills. In order to optimally adapt to the new requirements, it is up to companies to purchase the appropriate skills where necessary."

The Digital Marketer Census was carried out in parallel in Germany, France and the UK at the end of 2015. A total of 600 digital decision-makers, including 200 Germans, were surveyed. In addition to the priorities for 2016, the survey also focused on the topics of offline vs. online and cross-channel marketing. The whitepaper can be here can be downloaded.