Many marketers don’t really understand the role they play in marketing. There are usually three types of marketers in any organization. The titles come with names like Marketing Manager, Director, VP, agency rep, consultant, etc.
But titles are not roles. Roles are what part you play in marketing success, regardless of where you sit in the org chart.
- The Advisor Marketer: This person usually helps frame the big picture of marketing tactics, guides the direction of marketing activities, and helps define goals and communicate outcomes.
- The Consultant Marketer: Not to be confused with being a “consultant”, this person is usually more strategic and helps marketing execute and optimize their performance. They are digging into the processes and delivery details to ensure marketing is more effective.
- The Translator Marketer: This person usually focuses on ensuring executive leadership understands the opportunities and role marketing plays in their growth strategy. They translate marketing’s efforts in business terms that relate to the CEO, CFO, and CROs pain points, gaining buy-in and advocacy for marketing’s efforts.
You may be playing a role you shouldn’t be, or you have a marketer on your team who is expected to be something they are not.
Identifying your role is not about diminishing the value you offer; it’s about proudly building upon your zone of genius to be the best at what you do.