Over the past 10 years, I have seen many of my fellow marketers come and go. I have noticed that this is especially true in the professional services sector – accounting firms, law firms, etc. So I asked myself – Is it them? Is it the firms that they work for? After some careful thought and consideration, I concluded that it certainly could be one or the other, but it was mostly likely a combination of both.
Many B2B firms, especially professional services firms, do not have an understanding of marketing and the many different levels within the profession. There are strategic marketers, tactical marketers, marketing coordinators, graphic designers, Web developers, copy writers and more. When a firm hires a marketing professional, oftentimes, they do not understand exactly what the firm needs and wants. The companies end up hiring someone with a relatively undefined role and expect that they will fill all of their needs – from planning all the way to execution and measurement. The end result is an unsatisfied employer, an unhappy and/or overwhelmed marketer or both.
Just as an accounting firm would not hire a staff acccountant to do the job of a senior manager, marketers need to be evaluated based on their experience and education. Most of us are not equally skilled at all levels and nor do we want to be. The firm needs to identify what it needs most and hire accordingly. If the firm is large, it may want to consider bringing all levels in-house. If the company is a small or mid-sized firm, you may hire a tactical marketer and partner with a strategic marketing consultant to tackle the marketing strategy & plan.
In conclusion, there are many talented B2B marketing professionals. It is up to the firm to define its needs and hire the right person for the job.