It’s not just a job, it’s a mission
Is it just me, or are professional marketers
in more developed markets becoming just
like the partners in their firm? They think
that their qualifications, knowledge and
experience should be enough to persuade
clients (i.e. partners) to follow their sage
advice. And if that doesn’t work then they
can always console themselves with their
handsome salary and a rolodex of head
hunters.
And is it just me, or are professional
marketers in CEE becoming just like the
associates in their firm? They think that if
they work themselves to death and remain
loyal employees, career advancement, influence
and respect will come naturally. And if
that doesn’t work then they can always
console themselves with their equally handsome
salaries (relative to other local
employees) and a major foreign firm on
their CV.
I could be wrong, but it still seems rare to
find the kind of self confidence in professional
firm s , that convinces others to believe
in what you have to say. This is just as challenging
for marketers as it is for partners
and associates. And it’s because there is
little logic or rational (both strong domains
for professionals) involved in believing.
Instead it is based on sensory things like
emotions and actions: others must come to
believe that you believe what you say.
In fact, I believe it is this lack of belief, which
makes many professionals shy aw ay from
marketing. Of course they know marketing
works. They just don’t believe it will work
for them, so why do it? It is also the reason
why some marketers don’t feel as
respected in their firm. Might this also be
related to another issue for professional
marketers? Are you in a job or a profession ?
If I were a professional marketer with ambition,
I would live by the list of professional
attributes in David Maister’s book True
Professionalism ( pg. 15), read anything I
could find on the subject of professional
marketing, attend any event or training I
could related to this, and band together
with my peers to further these ideas,
because there is strength in numbers.
Notice I don’t mention anything about
being a loyal hard working employee. That is
expected any w ay. But more importantly,
hard work and loyalty alone do little to
strengthen your belief in your professionalism.
Of course, if you just consider yourself
to be an employee, then this thought
might not cross your mind. But if you were
on a mission, I guarantee it would.
So the way forward is for professional
marketers to take the high road, because
there is no traffic jam on the extra mile.
And if you have partners and associates in
your firm who belong to a profession , but
still don’t believe in marketing, then you
must find someone who can convert them.
Jeffrey Forbes
Regional Founder and Chairman
PM Forum Central & Eastern Europe
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