Abstract Purpose This study aims to understand how marketing faculty become reference-educators of business executives by exploring the factors that contribute to their teaching performance. Design/methodology/approach Exploratory qualitative research, using in-depth interviews in which the object of the study was the marketing educator, based on three Brazilian business schools. Findings The teaching performance depends on the teaching practice, which is influenced by technical knowledge, pedagogical factors and personal features. The development of a practitioner-educator is a complex process that arises from both formal and informal learning. Research limitations/implications Deepens the understanding of marketing educators’ individual factors, proposing a model to expand the knowledge of the factors shaping a reference-educator. Practical implications Raises awareness among managers of Higher Education institutions of the relevance of the development of its educators considering not only pedagogical skills but also marketing and social skills. Social implications Improvements in education generate a positive contribution to society. Better marketing educators may result in better professionals, which could, ultimately, generate more benefits both for corporations and for society. Originality/value Existing literature has neglected the understanding of how marketing educators’ individual factors may impact on good teaching to create a well-rounded practitioner-educator. This study seeks to address that gap by exploring how marketing faculty, especially practitioners of marketing, become reference-educators, that is, educators identified as exemplars of good practice by their students and peers. referenceeducators reference Designmethodologyapproach Design methodology approach research indepth depth educator schools features practitionereducator practitioner learning limitationsimplications limitations referenceeducator. referenceeducator educator. reference-educator society professionals could ultimately Originalityvalue Originality value wellrounded well rounded practitionereducator. referenceeducators, educators, peers