The Most Underrated Skill in Marketing Teams? Our Community Weighs In
We recently asked our LinkedIn community a simple but powerful question: What's the most underrated skill in a marketing team? And wow, did the responses get us talking.
In a world where mar-tech tools are evolving at lightning speed and creative campaigns steal the spotlight, it’s easy to assume that technical skills or data mastery would win. But according to our community, the real secret sauce is something far more human.
The votes are in! Here’s what our audience had to say:
Technical know-how: 0%
Creative problem solving: 38%
Data storytelling: 0%
Cross-functional communication: 63%
While we love a clever technical hack or a beautifully visualized data story, it turns out the real hero in the room is cross-functional communication, and we couldn’t agree more.
Why Cross-Functional Communication Matters More Than Ever
Modern marketing teams don’t operate in silos anymore. Between product, sales, customer success, and even engineering, marketers are expected to align and move fast. Cross-functional communication isn’t just a “nice to have.” It’s what keeps the engine running smoothly.
When communication breaks down, even the most brilliant campaign ideas or meticulously crafted strategies can fall flat. Misaligned messaging, delayed launches, and confused customers...nobody wants that.
The Superpower Behind the Scenes
Marketers who excel at cross-functional communication become the ultimate connectors. So, how do they do it?
Bridge strategy and execution. Turning big ideas into reality is never just about great ideas on a slide deck. It’s about aligning every department to make those ideas real. The best marketers are able to translate strategy into clear, actionable steps that each team understands, empowering everyone to move forward confidently. When teams understand how their work ladders up to the bigger picture, execution becomes smoother and more impactful.
Align teams on goals. Without alignment, even the best marketing strategies can become fragmented. Strong communicators foster a shared understanding of priorities and outcomes, ensuring that everyone — from sales to product to customer success — is rowing in the same direction. This cohesion leads to more unified campaigns, a consistent brand voice, and ultimately, better customer experiences.
Break down silos. Marketing often acts as the bridge between different teams, and strong communicators make this possible. They can translate marketing jargon into language that resonates with other departments, helping to demystify complex ideas and encourage true collaboration. By breaking down these silos, marketers create a more connected organization where innovation can thrive.
What About Creative Problem Solving?
Coming in second place was creative problem solving (38%). We see this as a powerful companion skill to communication.
Marketing is, at its core, all about solving problems in unexpected, engaging ways. The ability to think on your feet, adapt quickly, and craft creative solutions to challenges is what helps brands stand out in crowded markets.
But without great communication, even the most innovative ideas can’t gain traction.
Creative problem solvers need strong communication to rally support, secure buy-in from leadership, and guide teams toward executing bold visions. Together, these skills create a marketing powerhouse that can truly drive growth and inspire customers.
The Takeaway for Marketing Leaders
If you’re building or growing a marketing team, don’t underestimate the value of strong communicators. Investing in this skill can elevate your entire strategy.
We’re big believers in marketing tech stacks that empower, but tech alone won’t get you there. At the end of the day, it’s the humans behind the tools (and how they talk to each other) that make the real magic happen.
At Recommenda, we help teams not only build the right tech stack but also empower them to make bold decisions to improve their processes. Curious how we can support your growth? Get in touch with us today, and let’s make marketing magic happen.
