Future-Proofing Your Marketing Career and Team

The Guest

Colin Lewis is a CMO, columnist, educator, and investor working with a wide variety of brands and businesses across the globe helping them understand and apply marketing fundamentals that get results and generate revenue. He’s a multiple-award winning MBA qualified marketer with strong commercial nous, he also drives F1 sports cars, and today he’s here to shift your understanding of the marketing profession into high gear.

Understanding the Marketing Career Trajectory

Marketing professionals are facing a uniquely challenging landscape, with a high turnover rate and evolving career paths. According to LinkedIn, marketing roles have a 17% turnover rate, higher than the global average of 11%. This trend reflects the complex nature of marketing careers, as highlighted in our interview with Colin. Colin emphasizes that marketing career paths are not linear but resemble a sine wave with ups and downs. He encourages professionals to embrace this fluctuation for a long-lasting career. This perspective challenges the traditional belief of a constantly upward trajectory in business careers.

Negativity and Opportunities in Modern Marketing

‍Despite prevalent negativity, Colin argues that now is an optimal time for a marketing career. With the advent of the digital era, geographical limitations have diminished. Marketers in any location, with a stable internet connection and a good computer, can make a significant impact. This democratization means that domain expertise can overshadow previous work experiences.

Internal Barriers and the Role of Open-Mindedness

‍A significant internal barrier for marketers is the fear of being out-of-touch, driven by the high turnover rate and the constant chase for the next big trend. Colin advises marketers to remain open-minded and focus on understanding the essential tools and channels to fuel business growth.

Refocusing on Business Objectives

‍Colin stresses the importance of aligning marketing efforts with business objectives and targeting the right customer segments. He highlights that marketing is more than just promotion – one of the 4 Ps of marketing. Successful marketers need to master persuasion and navigate the world of business politics effectively.

The Role of Data and Analytics

‍In the realm of data-driven marketing, Colin points out that while understanding metrics is crucial, the real value lies in transforming data into actionable business insights. This process involves collecting data, forming insights, deriving action steps, and embedding this knowledge to make informed decisions.

Broader Perspectives in Marketing

‍The conversation with Colin also touched on his experiences as a career coach, his passion for jazz, and interesting historical tidbits like Sigourney Weaver's father inventing the 30-second TV ad. He refers to the current era as ‘the third renaissance,’ highlighting the unprecedented opportunities for anyone with internet access to make a mark in the marketing world.

In conclusion, Colin’s insights offer a fresh perspective on the challenges and opportunities in modern marketing careers. Embracing change, focusing on business objectives, and leveraging data for actionable insights are key to thriving in this dynamic field.

The Links

“The Future of Marketing Careers” by Colin Lewis
"Data-Driven Marketing" by Mark Jeffrey
"Range" by David Epstein
"Copy, Copy, Copy" by Mark Earls

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