Change is hard. We are all human (at least I think, if you're reading this email but who knows there's a lot going on with AI right now).
And when it comes to change, shoot - we don't like to make changes.
Heading into 2023 right now I know many marketers / marketing teams that are being asked to make dramatic changes: changes to your ideal customer, changes to who does what on the team and who reports to who, changes to what channels you're focusing on, changes to the overall company strategy.
But at this point in time you must commit. Your job will be too hard if you continue to fight the changes. It is time to disagree and commit (or hopefully agree and commit, but know that it is OK to disagree). There have been countless times in my career where I have had to make changes or the company has made changes that I did not agree with as it relates to marketing, but things will never workout unless the whole leadership team can COMMIT to these changes.
You might have to give yourself 6 - 12 months to see how things shake out.
The companies that will fail during this time are the ones where the exec team is split and can't commit to making a decision. Or they are half in, half out on a strategy.
But at least live in your CEOs shoes for a minute and try to live in her shoes and see marketing from that lens right now.
You can either complain about it or get on board and try to make that new vision a reality -- and often times THIS is where careers get made. During a big shift in the market, a big shift inside of your company. Things are not perfect but your company is most likely looking for people to commit and lead and help build through this new strategy. I know companies that are changing strategies from enterprise to freemium, from ABM to product led growth, from one ICP to another. How can you be the one to help commit to this strategy and lead right now? Even if the bet ends up being wrong, you will be able to stack 6-12 months of learning, of new channels, of new tactics, of new lessons to your resume and help you selfishly build your marketing playbook by learning through the company you're at right now.
If you find yourself nodding along in some way to this rant I'm writing out right now (it's really me btw, I am writing this email at 1:44 PM on Tuesday Jan 3rd but I'm scheduling this email to go out tomorrow because HOLY INBOX I have gotten a billions emails today I am sure you are getting the same) ...
Then you'll enjoy this conversation on the Exit Five podcast this week with my friend John Short -- we spent an hour talking about this topic and tips to help you navigate "these unprecedented times" (remember that line??) and how to grow your career in a down market and make the most with what you've got at work right now.Here's a link to listen on Spotify.
Or just search wherever you listen "Exit Five podcast" and you'll find us.