Be a Champion, Not a Challenge!
First one, then another. Now it’s a pattern that I can’t ignore. Marketing Managers and Marketing Coordinators who began their jobs at middle market B2B companies with great enthusiasm are coming to me to share their growing frustrations and ongoing struggles. They have faced one too many impossible tasks or brick walls, and some are on the verge of giving up and moving on. Senior executives – Owners, Presidents, Partners, Shareholders, and Vice Presidents – are almost always part of the problem. The good news? As you’ll learn, these same leaders can thankfully be part of the solution.
Life as the middle child:
Working in the marketing department of a middle market B2B company has the potential to be a very rewarding experience. Unfortunately, many junior or mid-level marketers wind up discouraged and disappointed rather than feeling fulfilled and part of a productive team. Lack of direction and education as well as a daily dose of isolation take a toll on these Marketing Managers and Marketing Coordinators. The end result is often an abrupt exit that isn’t beneficial to the marketing professional or to the B2B company that will need to, once again, regroup. This is clearly a “Lose-Lose” scenario.