October 6, 2009

The role of marketing has certainly changed in the 20 years I have been a marketer. According the Chief Marketing Journal, the practice of marketing began in the mid-1800’s. Even as late as the early 1900’s “there was no clear concept of the justification of marketing as a productive activity, or as a contribution to economic production.”  We have come a long way baby! Boy, have things changed since that time. Today, marketers are expected to be the change agent and driver of growth for an organization.

My key advice to anyone in marketing is as follows:

  1. Understand what you sell. Is it service, is it a product, or is it an experience?
  2. Understand the business operations. How does it work? Who does what?
  3. Add value throughout the organization. Get to know the Chief Financial Officer. Understand what it is that he/she measures. Know how success is defined.
  4. Be in alignment with your boss and your senior management. Know what is expected of you and your role.
  5. Add value in every interaction. Engage with your functional partners and help make them successful.
  6. Most important, understand the numbers and metrics. View this study that was conducted earlier this year by TopRight, www.toprightpartners.com

This study underscores the changing role of marketing and need for marketers to understand the metrics.

There is no better career than marketing. That said, it is imperative that the marketer understand the art and the science of marketing. And lead by exerting influence up, down and across the organization. That is what the business is expecting from marketers today.

Jo Ann Herold, AMA Executive Advisory Board Member and former VP of Marketing and CMO for HoneyBaked Ham.

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Posted on October 23, 2009 by Jay Hall

Very interesting and sound good. This is what I am trying to accomplish.