Marketing executives value leadership and motivational skills over expertise when deciding; which employees to promote to management, according to a recent report from the Creative Group.
The report was based on data from a survey of 200 advertising executives randomly selected from agencies with 20 or more employees and 200 brand marketing executives randomly selected from companies with 100 or more employees.
Some 53% of respondents say motivational/leadership skills is the factor that weighs most heavily when their company promotes professionals to management positions.
Interpersonal/soft skills is the next most influential factor (19% cite it as most important), followed by strategic business expertise (13%).
Technical expertise and seniority trail at 8% and 7%, respectively.
About the research: The report was based on data from a survey of 200 advertising executives randomly selected from agencies with 20 or more employees and 200 brand marketing executives randomly selected from companies with 100 or more employees.
