One recent study in the US suggested more than two thirds of marketers had zero formal marketing training or education. Zero!
We at Sapient also recently did a survey and asked marketers whether they thought too few people in marketing have strategic marketing competencies. An incredible 77 percent of those surveyed strongly agreed this was a problem.
This may not surprise you, but it disturbs me. Imagine if 70% of the folks in your finance department did not have a finance degree. Would it make you nervous if 70% of the folks in your legal department did not pass the BAR exam.
Marketing is a discipline like finance or law; it’s not a sensibility people are born with or a god given talent. Have you ever heard “She is a good person, very creative, and great with people, she would do well in marketing don’t you think? Next time you hear this, Run.
Now I'm not saying some degree in marketing deems you competent, my point is more around being a student of marketing. Someone who reads, pays attention to trends, appreciated good work and participates in new media.
People think Marketing is easy. It’s not. We have to work hard at it. A good doctor studies as much now as they did in medical school. There are new procedures to learn, new theories, new medicines etc. A good marketer should have the same thirst for knowledge to stay on top of their game. Consumer behavior, media markets, channel mix, and technologies and analytics evolve every day.
Look around your marketing department. How many people have been doing the same thing the same way for over two years? How many marketing professionals are truly among you?
Comments (4)
Strategic marketing competency and formal marketing training and/or education are not necessarily correlated. I blogged about this a couple of years ago @
http://xoxoanp.com/online_marketing/ad-industry-decline/266
Posted by Anittah Patrick | November 3, 2008 6:00 PM
Posted on November 3, 2008 18:00
The interesting fact here is that too many technologists, sales, customer service, legal, finance and even human resources folks think they should drive the Marketing team and come up with half-brain ideas about how to market products and services.
True Marketing professionals need to have a passion for three things: 1) put the customer first, 2) put the customer first, and 3) put the customer first.
All too often other parts of the business team are interested in achieving some very short term results – it is important for marketing to lead the overall business strategy and keep a long-term perspective on establishing key differentiators for their respective business. I agree that formal training (with a true marketing degree) is absolutely central to being a successful marketer.
Posted by Walter Edelstein | November 3, 2008 11:34 PM
Posted on November 3, 2008 23:34
I have to say....part of me agrees whole heartedly as those in our industry who considers themselves a student of marketing tend to come up with better ideas, stronger solutions, and produce results.
That said let's break down what "formal marketing education". At most regional schools and universities, the marketing or advertising/communications department is a joke. Fundamental buyer behavior has changed since a lot of us went to school, and the marketing tactics that I read about in textbooks just don't work anymore. Advertising is wallpaper, product packaging is stale and wasteful, and product placement has become virtual.
I just went through hiring a team of 8 for strategic marketing positions at a major media company and I feel like when I started this 10 month process of filling these positions to now, I have totally thrown out the book and had to re-write what makes a good marketer.
What's important now?
1. Probability/Statistics skills
2. Fundamental understanding of computer systems and programs
3. Well Grounded common sense and understanding of decision making and problem solving
4. An eye for design
5. 5 years hard labor in exile in a legitimate marketing department and the foresight to leave.
6. desire to change stuff, rip the guts out, and put the system on trial
Posted by Brian T | November 14, 2008 9:32 PM
Posted on November 14, 2008 21:32
You should check the spelling below...it makes one of your biggest points unreadable:
"Imagine is 70% of the folks in your finance department did not have a finance degree."
"is" should be "if"
Posted by Barney | November 20, 2008 11:16 PM
Posted on November 20, 2008 23:16