Are you creating a digital marketing strategy proposal or presentation with content and everything short of presenting it?
Why is it that the role of marketing strategy proposal typically falls on the account services teams?
Account people owned strategy too early without really understanding the creative strategy. We’ve all been those team players that have worked hard to educate our own team on how to sell our products.
Business development teams are natural “closers” and I am not understating the talent of having business development people (and people that have both), just questioning if it shouldn’t be the person creating the product that is selling the product?
Traditionally, creative and new business roles were separate. Now, because of the complexities and demands of the consumer, things have changed.
The creative director position has now evolved from one of CYMK colors and Flash to HTML5 overlays. 20 years ago I was just learning how to use a computer and use Adobe tools. Today, I play strategic business and tactical execution roles that I never learned formally in college and have much more control over the final product.
There are many days I feel schizophrenic, playing part people and vendor manager, conceptual developer, channel strategist, content creator, story teller and even technologist (when ego’s will step aside to allow a girl in marketing to give input into a traditionally male dominated environment – no disrespect, it is what it is ). For a second I wonder if I am going backwards instead of forwards in my career. But just for a second.
Today being a “creative” in digital marketing means more than being able to execute a pretty layout. It is about understanding business needs, goals and objectives and coming up with innovative solutions.
But why haven’t organizational structures and roles evolved to put the creative person at the table with clients?
The truth might be because naturally, our personality and learning style has been trained to be submissive, order-directed and customer service oriented. That’s all great and fulfilling, but is it really what is best for a successful customer relationship?
Customers can now see past the “unpolished and unstructured,” authentic is “in” and not only accepted – but something sought after. It’s a new world where clients want to hire people that are DOERS and don’t want a middle man who will lose valuable strategic objectives because of project management playing the “phone game.”
And let me be clear. I have been in all those roles.
“Progress not perfection” as been a recent mantra of mine passed down from other leaders I have worked for. It has some merit. It is sometimes the only way I can explain my methodology and practice.
But what I want to inspire conversation around today is solving the role overlap and what the new agile marketing team looks like. Where the growth hacker fits in and how true creative can co-exist with other roles and FEEL successful.
Become an innovator.
If you are good at creative and have built the “thick skin” to take the shots, be proud of being a creative politician. The market will give you the shots – better than any client could. Spend your creative time coming up with new business models. Out-strategize the unCreatives and if they aren’t on-board, make them work against themselves.
The new creative is strategy and technology.
Go out there with confidence; create a beautiful presentation with beautiful content and make a pitch that is real – from the heart – because you created it.
Then share later how it worked. We are behind you.
(No CTA link, just do.)