The Murky Waters of a Marketing Career | E65

In our latest episode of Blame it on Marketing, we dove into the deep end of marketing career progression with our guest, Olga Karanikos, CMO at Sales Screen. Olga reminds us that, unlike professions with clear-cut paths like medicine or accounting, marketing is more of a meandering journey where specialization isn't straightforward. But fear not, for it’s in the swirl of chaos that opportunities often arise.

The Accidental Marketers

"I fell into marketing," Olga admits, a sentiment echoed by many. If you're in marketing, chances are it found you rather than the other way around. Navigating a career path without definitive qualifications attached can be daunting, and Olga empathizes, "I don't want people to go through the pains that I went through."

Finding Your Niche in Marketing

Marketing offers a plethora of channels and tactics, but this breadth can be overwhelming. Olga highlights,

"You don't know if you want to be a consultant one day or if you want to be a marketing leader."

The trick is to explore without commitment early on. Dive into different areas, and don’t hesitate to pivot if something doesn’t feel right. It's okay not to settle on a niche immediately.

Debunking Certifications

A common pressure point is the urge to collect every marketing certification on the planet. But as Olga puts it, "It's quality over quantity." The significance of practical experience cannot be overstated. Certifications are valuable, sure, but they aren’t the sole ticket to proving competence or ambition. For those of us with a wealth of experience but little formal recognition, remember that your work speaks volumes.

Climbing the Wibbly-Wobbly Career Ladder

In an industry where the ladder often feels more like a jungle gym, how do you ascend? Olga advises, "Do the job before you have it." It’s about showing initiative and ambition. Whether that means taking on new responsibilities or shadowing colleagues in different roles, practical exposure will pave the way for advancement.

What If Your Boss Doesn’t Get It?

Not every manager will appreciate your vision for career progression. Align yourself with other leaders in your organization and build a network of advocates. Sometimes, it’s about "being a little bit of a politician," as Olga advises. Proving your worth internally can eventually signal to doubtful superiors that your ideas are not just pipe dreams.

From Cost to Revenue Center

An essential shift in mindset is viewing marketing not as a cost center, but as a revenue driver. This perspective not only enhances the organization's perception of marketing but can also significantly alter your career trajectory. "Tie yourself to revenue," Olga emphasizes. Proving marketing's impact on the bottom line can justify budget increases and personal career growth.

The Takeaway

Career advancement in marketing isn’t paved with clear guideposts but rather a series of explorations, missteps, and insightful triumphs. Challenge yourself to embrace being a “Renaissance marketer”—immerse yourself in diverse disciplines, question the status quo, and, above all, drive your career path with ambition and authenticity.

Remember, the marketing landscape is vast and ever-evolving. Whether you're a novice or a seasoned professional, keep questioning, keep learning.