1. Marketing: They think of digital through the lens of marketing
2. Strategy: They think of digital with a strategic foundation, not a bright shiny object syndrome
3. [Mindset] They have the requisite technology background to understand when and where to leverage the right technology, platform or partner
4. Execution: Unlike say a McKinsey consultant, not only can they talk strategy, they can also create direction and make something happen; often times leading the initiative
5. Battle Tested: They’ve seen it…a lot of it…maybe all of it…and they’ve seen it again and again"