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Why Marketing Generalists are the Answer to Business Growth


As marketing recruitment specialists, we have seen a marked increase in demand for senior marketing roles of late. But more significantly, we’ve noticed a desire for marketers whose skills are more all-encompassing rather than specialised. In this first of a series of marketing recruitment articles, we look at the reasons why and explain how the shift affects both businesses and jobseekers.

There are so many elements to modern marketing, it can be difficult for marketers to know which skills they should focus on developing and for organisations to know what they should be hiring marketers for.

From embracing new technologies to juggling inbound marketing with outbound, balancing traditional and innovative methods to managing customer data, the role of senior marketers has morphed from specialist to generalist.

Business GrowthBut far from making marketers ‘a jack of all trades’, this shift has changed the negative perception of marketing from ‘fluff’ to ‘grit’ and elevated its status, making marketing more strategically important than ever before. I say this as an experienced marketer myself: this can be both invigorating and daunting.

Last year Forbes CMO Practice found that in organisations where brand, customer and digital assets are properly valued and the right outcomes are measured, marketing can contribute over 50% of that organisation’s value.

This perhaps explains why progressive organisations who used to consider a senior marketing specialist as a somewhat expensive, ‘nice to have’, are now increasingly seeing them as we do: non-negotiable assets.

In our view, marketing generalists are those exceptionally qualified and socially skilled individuals who can bridge the gap between company (and company departments) and customers to fulfil the needs of both. They are the ones providing critical insights, the ones driving business growth and the ones proving their own value through monitoring and measurement.

In a nutshell, we see marketing generalists not as those who can do it all, but as those who can bring it all together. And in our fast-evolving, highly-competitive economy, recruiting a marketing generalist is an investment – if you get it right.

Over the next few weeks we’ll be publishing some follow-on articles on the most in-demand skills for senior marketers, advice for organisations looking to recruit leading marketing generalists and tips for marketers looking to expand in this direction.

In the meantime, if you’re a forward-thinking firm looking to secure the right senior marketer or a qualified marketer looking for your next challenge, and would like to work with a CIM qualified recruiter, please get in touch.