This post is a detailed description of a corporate marketer’s profile and how things have changed in this role over the past six years. It used to be that things changed every decade, now it changes every two years. Your challenges are forcing you off of your comfort zone and you better get ready because there’s more coming. Read on to learn more.
You are an up and coming corporate marketer. You prefer subtle, yet nice clothing because it allows you to blend in with your smart, yet insufferably humble coworkers. When you shine, you do because of your smarts and not your looks but can probably pull off a sharp look on-demand. It’s clear now that those nights or early mornings at Equinox with your personal trainer are paying off. Maybe you started an organic diet or don’t care about organic as long as it’s balanced.
You are always drinking bulletproof coffee. You are in San Francisco, New York, Chicago, Los Angeles or Boston –– in the posh part of town of course. Maybe you work from home and spend the days in your home-office and you actually have quality time with your family.
You’re a great story teller. You know how to build communities, get new clients in the door. Six years ago your main concern was how to impress your boss and how to clearly tell your agency what to do. There was stress of course. The endless meetings that went nowhere and you were forced you to drive marketing programs that are now considered old media. But you dealt with that because the perks outweighed the grind.
A few years ago things started to change very quickly. Search marketing was all the rage and online media started taking over everything. Maybe you are young enough that you actually never had to deal with print. You still have things under control. There is so much to measure and you do your best to come up with comparisons that your boss will understand.
You learn how to tell your boss (nicely) that Google is used by every one (Yes, even C-level executives) to search for information. You were ready for that moment when Google helped you dispel old notions of online usage even by C-level executives and how they use Google to search. Even with data, there’s push back but you’ve got a plan.
A couple of years ago things got really out of control with social media and the twitterification of marketing. You were okay with fast pace but your company was slow to catch on. The agency had no idea what hit them. You would put yourself at the forefront of the hustle and bustle and would utilize every single tool that is available to you as a marketer to use money more efficiently, to drive awareness and to deeply influence the bottom line. But you are not running things, at least not yet.
You built a personal brand. You became a filter of noise. Now you have a larger following than your brand. Unfortunately things are not going to be easy.
So what do you do?
You have two options that come in different shades of gray. You either find another job where you can bloom or settle for what you have. We don’t really have to go into detail about them right now, unless you want to share them in the comments.
How about your employer?
Your employees have options and will exercise them if the company does not evolve to accommodate them.
Sure, you will hold on to smart people, but you will forever be forfeiting the ones that can propel your company to new heights. The ones that break the mold. The ingenious workers that will put your company at the forefront of innovation faster than your competition.