I'm officially claiming the title.
For years, when I was leading change management projects, I often stayed connected with my marketing teammates, consultants who advise marketing teams. Change management is often associated with HR or IT (back office teams), while marketing is associated with the customer-facing initiatives.
My change management work created a change strategy, communications and training plan, and stakeholder engagement program. The terminology may have been different, and the audience was internal, yet the methods were very similar. You need to know your customer and their pain points.
Inclusive methods lead to better results
English was not my first language, and I'm often well aware of it. Many marketers and communications people come from a writing background. They used their command of the English language as a wall to limit competition among their ranks.
For me, I used other mediums to communicate. I always lean on visuals as my first method of communicating, think IKEA installation instructions. Visuals are universal. If we see something together, then we likely have a common understanding. If we read the same sentences, there's a high chance that we interpret that sentence differently. Why do you think legal language is so specific and yet we dispute it so much.
To affect change in a company, and arguably for customers, you have to be technically accurate and engage the emotions.
Don't limit yourself to the written word
Don't get me wrong. The written word is powerful, effective, and very efficient. However, don't be limited by just that medium.
Other mediums like video, audio, animation, graphics, and technology-solutions should be in your tool belt.
Producing a documentary video or a podcast is different. It's not hard. It's just different. For a non-English speaker, learning the language and writing well is equally challenging, if not harder, than learning to produce an animated explainer video.
Marketing is expensive and complicated because it requires so many disciplines resulting in overhead for management and integration. Overhead isn't usually an issue at scale, but when you're small, or when the initiative is in the incubation stage, this is costly.
The line between marketing and technology is gone
The same is true for basically any discipline today. Virtually everything is now tech-driven, and that means your marketers need to be tech-savvy as well. Gone are the days when one person does the creative, and another person does the development. Check out my podcast with my brother from Webflow about visual development. A designer can create a professional website with no coding experience.
However, as we embrace technology more, the pendulum flips. Marketers now need to be able to think, focus on the creative before engaging the technology. Also check out my podcast with Mike Rohde on sketching your ideas.
I am a marketer
After so many years of not claiming that title because I haven't formally held a marketing role, I'm officially claiming the title. My multi-discipline approach gives you more value than any team out there. You're not limited to just one skillset, and your marketing program is designed to be more inclusive.