Most marketers don’t know modern marketing.
[One could have 5 years experience and be far more effective than someone with 10 years experience – if it was truly maximized learning.]
These are my guesses:
1. Their past companies never let them experiment and grow (I.e. they didn’t see marketing’s value and this person didn’t know how to demonstrate it)
2. Their past experiences were too narrow – in one specialty, for example. They move into leadership and only have deeper exposure to SEO, for example
3. They didn’t find strong marketing mentors along the way
4. They didn’t experience a multi-disciplinary team and bring it all together holistically
5. They didn’t collaborate with Sales and gain a business acumen
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