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January 24, 2006

Women make better marketers 

Or at least they have better instincts to do the right things to secure long-term success....

The is one conclusion of the research that we 'left on the shelf' when writing the first100days report. According a survey of 50 UK marketing directors...

They’re team-sensitive: 64 per cent of male marketers concentrate on ‘getting the team right’ compared to 76 per cent of their female counterparts who focus on team management as a priority

They’re empathetic: 68 per cent of male respondents believe they can successfully translate customer needs into business targets. 88 per cent of female marketing directors are confident and more optimistic about communicating customer needs.

They take responsibility: 48 per cent of male respondents blame unrealistic targets set by the CEO as the main cause of marketing failure, compared to just 36 per cent of female marketers - showing that women are less likely to pass blame if plans go wrong.

The results are discussed by consultants from Oxford Strategic Marketing, here.

Given that the top learnings from the depth interviews with senior marketers were to build a team, to act as the advocate of the customer agenda, to speak the language of business, women may be far better suited than men for top marketing roles.
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