In one of my recent coaching sessions on Clarity.fm, I was asked by a Director-level Marketing candidate to review her resume and tell her whether or not I would consider her a strong “marketing technologist”, or MarTech as it is also called. She was targeting her job search for marketing technology jobs. The term itself is the subject of some debate because of the lack of overall consensus on exactly who they are and what they do, but essentially, she wanted to make sure she was highlighting her ability to align technology with business goals. As anyone in digital marketing and ecommerce knows, this capability is becoming increasingly critical for success, and at the more senior levels, it’s imperative. Just look at the migration of marketing budgets: For many of my clients, online commerce represents the biggest technology investment they make.
CRM vs Marketing Automation
I’d to clear the air on one topic that seems to confuse some candidates: The difference between marketing automation and CRM. How DO they differ, and how can they work together? A CRM system gives a business a complete view of their leads, prospects and customers. On the org chart, CRM is often found in the sales department while marketing automation falls under, what else, marketing. The two tools work in tandem. Marketing automation is used to manage campaigns, create assets such as landing pages and emails, and manage the programs those leads create. When these two tools are used together, they produce three very powerful outcomes:
1- Visibility. The CRM system is a database where sales inputs data such as calls, emails and meetings. The marketing automation platform adds to that the individual interactions from the prospects, like which content did the prospect look at or which enail did they open. This visibility gives sales the visibility they need on who to talk to, and what about.
2- Automation. Marketing automation tools allow businesses to create truly personal customer journeys. The tools know exactly what to send, to whom, and when. Once the leads have been passed over to sales, the connection between the two tools remains strong. Marketers can create other automated programs that sales can deploy directly from the CRM system.
3- Reporting. With the tools now integrated, marketing can now track each lead, know when it closes, and even how much revenue it generated. This allows marketing to show their direct contribution to the bottom line.
So, together CRM and marketing automation are able to generate more leads, close them faster and improve the value of those efforts.
As a marketing technology recruiter, I read resumes all day long from marketers who have strong technology know-how. But many fail to communicate that adequately. So, how do you make sure your resume resonates that you are fully at home in marketing automation to help an employer create competitive advantage when you apply for marketing technology jobs?
Questions to yourself to ensure your resume is “MarTech” ready:
-Have I integrated customer-focused journeys with the “tools of the trade.”?
-Have I been able to translate fluently between the technical and non-technical parts of my organization (s)?
-Can I describe the bottom line impact of a campaign (s) I put together from a technology solution that I helped select and/or implement.
-Have I been called upon to explain this stuff to senior management, help them understand the importance of MarTech’s influence on the business, and gained their support?
-At the executive level (VP or higher), have I served as the “glue” aligning goals and support from IT and the broader marketing team?
-Am I hands-on with the technology, when required?
-Do I have zero complacency?
-Can I talk about my ability to learn new tools? (Having experience with a particular tool is less important than showing that you can learn the tools you possess).
-Can I show how I have leveraged technology to improve marketing processes?
-Can I show accomplishments that draw a big fat connection between what I did and how it grew the business?
-Have I evaluated and selected technology providers?
If you cover these points on your resume for marketing technology jobs, I think you will find that you’ll be sending a crystal clear message to whoever reads it, including this marketing technology recruiter, that you’ll be able to help them realize the full ROI potential of their marketing stack.
THAT is what I call a strong “marketing technologist”!
For employers who are looking for ways to spot these marketing/technology “hybrids”, check out this presentation I gave on how to find and recruit top MarTech talent as part of the “All About Marketing Tech Conference, ” sponsored by NAPCO.