The buddy system has been used to improve results in everything from studying for exams to military operations, so why not find a marketing buddy to help boost your marketing career? If this idea appeals to you, you’re probably something of a go-getter. So try and find someone who is as motivated about their career as you are—sort of like choosing an appropriately skilled tennis partner.
One way to approach someone about teaming up is to read and discuss a book together. The CEO’s Guide to Marketing would be the perfect book. Here’s why.
Employees come and go, which means that over the years we’ve hired hundreds and interviewed thousands. During the interviews, I quiz the applicants to see what they know about marketing terms and concepts. Invariably, it’s not much. I begin by asking a basic marketing question: What’s the Marketing Mix? In 30 years, I’ve had only a couple applicants get it right. Then I ask them another basic question: What’s the Promotional Mix? I’ve never had anyone get that right.
What do you think of that—that most marketers don’t know marketing basics? How do you suppose that affects their ability to produce quality marketing plans, websites, graphic design or written materials? Gee, I don’t know. How would it affect the work of accountants who didn’t know basic accounting?
Step one in my book is understanding the scope of marketing along with basic terms and concepts. If you and your buddy study step one together, you will quickly have an edge over 99.9% of all marketers. How’s that for fast payoff? Plus, with a buddy, you’ll have someone you can talk to. Once you learn the language of marketing, you’ll feel isolated from those who don’t know it. The disconnect isn’t as dramatic as speaking Mandarin at the family picnic, but you’ll feel it.
The CEO’s Guide to Marketing is the most practical marketing book you will ever read. Everyone in marketing should buy a copy, but especially the go-getters. Buy two copies and give one to a colleague as a way of striking up a professional friendship. You’ll be glad you did.
