In her CM Spotlight, Nancy Mancini, CM, Principal Consultant at Marcom Blueprints Inc., discusses how she became a marketer by chance instead of choice. She stresses that marketing is often seen as a tactical function, the importance of speaking up, and the key to navigating a successful career now and in the years ahead.

Valuable Assets

The Chartered Marketer designation signifies a high level of expertise and dedication in marketing. It validates specialized knowledge and skills, enhancing credibility and opening doors to employment opportunities and recognition from peers. As a result, those who earn the CM designation become valuable assets to any organization.

Applied Learning

My educational background was in sociology and public relations, so I became a marketer by chance. My very first job out of school was a sales position at an industry not-for-profit for the technology sector in Canada. My responsibility was to drive membership. In a small organization with limited resources and minimal experience, I took on marketing initiatives with only my perspective as a consumer to draw from. To prepare, I enrolled in an evening program while working full-time to learn marketing fundamentals. This education allowed me to immediately apply what I had learned and continue to build my marketing expertise through hands-on experience.

How We Learn

I wish I learned to share my opinions and speak up. Earlier in my career, I was reserved and hesitant to speak for fear of saying something wrong. A mentor noticed my hesitation and offered invaluable advice: to embrace my voice and share my ideas because my perspectives were unique and refreshing. This encouragement helped me become more confident and forthcoming. I also learned not to fear mistakes. Mistakes are inevitable, and that is how we learn.

Challenges

A common challenge in marketing is that many organizations view it primarily as a tactical function, focusing on direct programs to drive immediate revenue. While this is true, marketing also plays a critical strategic role. Marketing guides the go-to-market process, helps understand consumer insights, analyzes competition, and determines what products or services to develop.

Another challenge marketers face today is the dynamic and fast-paced nature of business. Twenty years ago, there was more time to observe campaigns as they developed in the marketplace. In today’s fast-paced business environment, if a campaign doesn’t gain immediate traction, you’re quickly assessing its effectiveness and adjusting swiftly, which can be detrimental to your brand and budget!

Teaching and Learning

I stay informed by reading and listening to marketing experts in specific fields as well as engaging with my clients. Another key way is through the part-time teaching role I have at a local community college in Toronto. I enjoy discussing and debating topics with the next generation of marketers. They bring fresh perspectives and are well-versed in new methods of reaching target audiences. In many ways, they teach me as much as I teach them.

The Value of the CMO

The CMO has become a crucial leadership team member, enhancing our profession’s accountability to the business like never before. The introduction of this role at the leadership level has significantly elevated the profession’s stature.

Take a Step Back

Marketing often focuses on the immediate details and tasks, neglecting to look up and conduct an environmental scan. This broader perspective can be crucial for both professional growth and business success. When we finally step back, we may realize we’ve missed numerous opportunities and changes that could enhance our work and strengthen our company’s brand. I have learned to stop, take a step back, and look up to make sure I am working in the best interest of the company, my clients, staff, and myself.

Making Decisions

After starting at a company that had recently finalized an acquisition of one of its competitors, I was eager to dive in. Having gone through several acquisitions, the team was uncertain about how to proceed until the aftermath of the acquisition settled. Although I was new to the company and acquisitions, I began deciding how to move forward, even though I couldn’t make unilateral decisions then. Over the next seven years, that initiative drove me to lead several teams in that department with decision-making responsibilities.

Trends

AI is rapidly becoming a crucial marketing trend, presenting opportunities and challenges that require careful consideration. On the positive side, AI-driven tools enhance targeting accuracy, personalize customer interactions, and optimize campaign performance, leading to more efficient marketing strategies and improved customer experiences. On the other hand, AI may overlook the nuanced needs of diverse customer segments, as it lacks the personal relationship with customers required to understand these subtleties. It will be interesting to see how this evolves and how marketers respond.

Grow and Succeed

To thrive in a profession like marketing, which offers both excitement and challenges, invest your time, energy, and passion in building a solid foundation. Start by immersing yourself in the latest industry trends and tools and seek out hands-on experience. Volunteering is always an excellent way to gain the experience you need because marketing constantly evolves, so continuous learning and staying updated on the latest technologies and strategies are essential.

Be ready to pour significant energy and enthusiasm into your work, even on tough days. Most importantly, actively engage with mentors and peers for their insights and guidance. Each challenge you face is a learning opportunity, so remain receptive to feedback, and you will grow and succeed.

 

Nancy Mancini, CM
Principal Consultant at Marcom Blueprints Inc.

 

Becoming a Chartered Marketer not only boosts your credibility but also ensures you stay competitive in this evolving field. Download the CM Brochure to learn more about the pathways to becoming a Chartered Marketer program today and take a significant step in your marketing career.