In my career, I have been on many job interviews. There is one question that is often asked … the usually uncomfortable “What is the area that you need the most growth or development in?” I am not sure that the interviewer gets a real answer to the question, because the one being interviewed often takes the question as “What do you suck at?” No one wants to answer that in truth on an interview.
A couple of weeks ago, I was interviewing with a company and I was asked that probing question. My answer – “Everything. As a marketing executive driven to produce true product awareness, value, and advocacy, I am constantly learning. The audience behavior has changed dramatically. Technology has changed, and more than being wrapped in technology, I need to assess how audiences react and use these technologies. In order to deliver excellence, I need to be constantly growing and learning.”
Now I might be preaching to the wrong choir here. If you are reading this article, you probably have read a number of industry newsletters and blogs to keep up on marketing. But simply reading is not enough. Marketing is a contact sport. You cannot just read a playbook and go out in the marketing field and be successful. You need to practice on field and get your repetitions and experimentation in and executed. You need to really engage and see how people react.
It still astounds me that many seasoned veterans avoid perpetual growth and development. At one point in my career, I worked for a Chief Strategy Officer. She was well read and educated. But she did not participate on digital platforms she was including in clients’ strategy. How could you really get a true feel for how people participate (or don’t) if you are not active in these playing fields? Far too many senior marketing executives have lost touch with today’s audiences. These senior executives have a wealth of marketing experience that is absent from junior marketers. Especially as it relates to driving CEOs KPIs (key performance indicators). This is a skill set junior marketers do not possess yet. But at the same time, “senior” experience is wasted if it is not complimented by continuous learning AND practical participation.
Just short of a year ago I stated the following in an article “The Dramatic and Fundamental Change in Marketing and What You Need to Do” …
“The Internet and digital communications allowed a shift of control of brand reputation to the consumer and purchasing business. Make no mistake. Brands can no longer make bogus claims. There is a democratized public that now plays the role of judge and jury. Technology enabled a behavioral change. Digital allows a new way for people to communicate – faster and to a larger audience.”
This technology change has fueled the greatest change in consumer (and B2B) behavior. If senior marketers are just going to leave “digital” knowledge and experience to “digital natives” there will continue to be a great hole in delivering marketing excellence that yields empirical results.
On another interview, within the past couple of weeks, I was asked if I was a strategist, or a strategist that also executes as well. I answered the latter. A successful strategist must get their fingernails dirty and get into practical execution. Top marketing strategists can deliver recommendations that yield 85% effective results at of the gates at best. They must then launch their strategy and dig into engagement and execution to see how their strategy and plan plays to the audience they look to capture. And then use empirical results to tweak the strategy and plan. People’s attitudes and behavior change quickly. You need to be active and engaging to stay on top of your target audiences’ reactions.
So I urge you, whether you are senior, junior, or somewhere in between. Metaphorically, go back to school. Get back in training. Get back into hands-on practice.
Make it Happen,