risk taking

How marketers can convince their organisations to take more risks

As part of our Skills of the Modern Marketer research we set out to define the soft skills needed to be successful within an organisation coping with all the changes that digital transformation brings.

Although classic marketing skills are essential, these will have to be combined with more digitally focused skills – a natural gravitation towards collaborative work, adaptability, creativity, insights driven by data – in order to be well positioned within the broader organisation.