Five Unique Growth Opportunities For Your Marketing Team
Senior Vice President of Leader -A Growth , a workforce development program that helps leaders engage and develop everyone on their team.
February 1, 2023 was one of the most exciting days in my two years in my current position. That day, I promoted our Senior Director of Marketing to Director of Marketing. I worked with him for several months on the growth and development plan and it was great to see how his development turned into growth within our organization.
Having the right people in the right places on your marketing team is everything.
The status of the marketing profession
According to the US Bureau of Labor Statistics, the marketing market will grow an average of 10% between 2021 and 2031. With the shift to digital marketing, there is a growing demand for experienced marketers. In areas such as search engine optimization, social media marketing, content marketing and email marketing.
The importance of career growth
Despite the promising status of the marketing profession, many marketers struggle to see the growth potential open to them. A survey by the Content Marketing Institute found that 69% of marketers either believe they need to leave their company to move forward or simply can't imagine a path forward.
There is a gap between the explosive growth of marketing and the opportunities that marketers recognize. This means it is more important than ever for managers to interact and communicate with their marketing teams on growth and development issues. One report found that engagement is 15% higher and retention is 34% higher when employees have access to growth opportunities at work.
Create career paths for your marketing team
Here are five practical tips to help your team identify and capitalize on growth opportunities:
1. Create an individual development plan.
Developing your marketing team starts with creating a plan. However, it should be a plan that takes into account the unique strengths, goals and aspirations of each member of your team. This is where an individual development plan comes in handy.
Personal development plans take into account the goals and aspirations of each member of your team and turn them into achievable and measurable goals, which are broken down into actionable steps. When done right, personal development plans increase engagement, encourage the development of new skills, encourage teamwork and collaboration, and explain how your marketers can advance their careers or become experts in their field.
2. Discuss growth goals.
Goal setting is a powerful skill that is directly related to development and success. In a professional setting, this might look like certification, performance improvement, or learning a new area of marketing.
It is not enough just to have career goals. Research shows that goals are more likely to be achieved if there is accountability to support them. In one study, the success rate of goals that were reported to a specific person and then reported weekly on progress was 76%. As a manager, you are in a good position to test the growth targets set by members of the marketing team during weekly one-on-one meetings. This will let your team know that not only is their commitment to career development important, but that you will help them along the way.
3. Give regular feedback.
For millennials and Gen Z, promotions aren't the only way to advance a career and get promoted. In fact, many in this generation value feedback more than ever and prioritize a role that truly benefits the organization they work for.
Providing consistent and timely feedback allows your team to feel valued, understand the importance of their work, and learn ways to continually improve after a promotion.
Providing regular feedback is essential to help your team understand strengths and areas for improvement. As you schedule your one-on-one meetings, make time to discuss each person's progress and provide feedback on their performance. This feedback can help people identify areas for improvement on which you can work together to develop an action plan.
4. Invest in your team's goals.
An easy way to advance the careers of your marketing team is to direct them to learning and development opportunities.
Encourage your team to attend conferences, seminars and training courses. Send them links to books or podcasts related to their growth goals and development plans. And most importantly, "What did you learn this week that will help you achieve your development goals?" Does it help them find and apply their knowledge to the question? In your weekly one-on-one meetings.
These resources can help your team learn new skills and keep up with the latest marketing trends and best practices, setting them up for success in both their current roles and any future roles they may have. take
5. Encourage duplication of work and cross-functional collaboration.
Shadowing and cross-functional collaboration can help your team better understand the organization as a whole and how to market the products or services you offer.
Encourage your team to copy colleagues from other departments and work on cross-functional projects. This experience can help people develop new skills, think about what the next steps in their career might look like, and become better marketers with a more complete understanding of the organization. In my company's leadership development program, participants meet face-to-face with members of our executive team in "ask me anything" sessions. I have a passion for helping people develop their unique strengths, so this is an appointment I'm most looking forward to as Senior Vice President of Development.
Career advancement is critical to the growth and success of marketers at a time when marketing opportunities and possibilities are greater than ever. By taking the time to help your marketing team understand and work on the next steps in their career path, you give them clarity and purpose while giving your company a competitive edge in attracting and retaining top talent. .
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