I've shared previously about the causes as to why BD and marketing titles create confusion.
One way out of this title confusion is to standardize titles and reset on the purpose and experience requirements for each level. This will look different for large and smaller firms, although, it doesn't necessarily have to be.
We hear this word frequently, but let's hone in on what that would actually look like.
This below uses a larger firm as an example:
Makes sense. Keep going...
Now let's take this one step further.
Consider for a moment if there was active management of this career path. This means clear decision points along the way to help the marketer play to their strengths. This benefits the marketer and the firm; more professional satisfaction makes for less turnover in firms. It is this turnover that has rocked the legal marketing industry since 2020.
The first decision point could be relatively easy. It would also allow the firm and individual marketer to consciously discuss and decide on the type of Manager both think is appropriate.
The second shift is more significant and will likely mean a cultural shift for many. Having said this, it doesn't have to mean "the addition of sales". A far more subtle and finessed shift would be the better option for many.
It does give both the firm and the marketer a more active and controlled role:
For the firm
For the marketer
What is the current path of a marketer? Are firms mostly in line with this?
Watch this space...
This confusion results from:
Interesting problems. So, how has this played out?
Consider this table...
This is a comparison of the level of experience titles traditionally had; compare this to current day.
How do we alleviate this confusion? Can we standardize?
Watch this space... and here it is.
Kate Harry Shipham is the Principal of KHS People LLC, an executive search firm for BD and marketing people in professional services firms. Kate has done search and recruiting for 12 years and prior to that was an attorney. She loves what she does, and is always open to continuing the discussion: firstname.lastname@example.org