The Essential Guide to Becoming a High-Impact Marketing Generalist | E59

This week, we explore what it takes to thrive as a high-impact marketing generalist with our special guest, Michelle Boland. Michelle is a seasoned fractional CMO with over 20 years of experience in SaaS, events, product, and more.

What is a Marketing Generalist Anyway?

First things first, let's debunk the common misconception about marketing generalists. According to Michelle, a generalist is a marketer who "works across the marketing spectrum without a declared specialism." They possess a diverse skill set and can handle various marketing facets, from strategy and brand management to customer experience.

On the other hand, specialists focus deeply on specific areas like performance marketing, SEO, or content. Each role has its place, but "neither is better," Michelle points out. "They both have a part to play in the wider organisational structure."

The Unparalleled Value of Generalists

Generalists often face unfair perceptions. As Emma puts it, some folks think "expert equals better," which isn’t always true. Every marketing journey faces unique challenges best solved with diverse skill sets that generalists bring to the table. Michelle adds,

"If you were tasked with creating a marketing function from scratch, the first hires should be generalists. You get more bang for your buck. Then, as budget allows, you introduce specialists."

Essential Skills for Generalists

Becoming an excellent generalist isn't just about juggling multiple roles. Michelle offers her top ten skills for generalists, including:

• Learning ability – Knowledge of crafting comprehensive marketing plans.
• Data, research, and insight expertise.
• Campaign planning and brand governance.
• Customer experience and financial management.
• Martech engagement and project management skills.
• Vendor management and procurement.

Emma emphasizes the importance of communication: "If you can do all these things but suck at communicating, that's going to be the nail in your coffin."

Supporting and Compensating Generalists

Supporting generalists isn't about hiring and forgetting. Michelle suggests creating a personal development plan aligned with both employee and company goals.

"Build their marketing village," she advises, whether through podcasts, conferences, or networking.

Compensation should reflect market forces. But remember, Michelle warns, "there's no point in spending more on a specialist than a generalist when they both put in the same amount of work."

Conclusion

The essence of a successful marketing journey is a well-balanced team of generalists and specialists. Whether you’re looking to hire or striving to grow your career as a marketing generalist, understanding your skills and communicating effectively with leadership are key to thriving in today's fast-paced marketing world.