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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.

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji