Christine Pilkington, a fractional CMO based in Vancouver, emphasizes that hiring marketers effectively is crucial yet often mismanaged. Many companies err by either hiring only execution-focused marketers or purely strategic visionaries, neglecting the need for a balanced approach in marketing teams. The lack of standardization in marketing roles complicates the hiring process further. Pilkington suggests establishing clear expectations and responsibilities for marketing roles to avoid common pitfalls, ensuring candidates' abilities align with the broader business objectives and marketing strategy.
"Many companies make the same marketing hiring mistake. Time and time again, I see marketing hiring decisions happening at the wrong level. A great marketing department has a balance of strategic leadership and talented execution, but too often, companies will hire only executors or only strategists."
"Unlike other business areas like accounting or legal, there isn't a whole lot of standardization across job titles or the scope of a given role in marketing. Add to that the constantly changing landscape of new channels, tools and trends, and it's easy to see why a lot of companies get it wrong."
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