We are not talking about big brothers or big sisters. Many of us have had the good fortune of working with a talented mentor at some point in our careers. And what a difference that can make!
Mentorship is particularly important for marketers and marketing is no longer reserved for just senior leaders and large organizations. With the emphasis on transformative leadership in the post pandemic economy, mentoring can be the catalyst for acquiring and honing new skills. And it works both ways. The mentee gets the benefit of the mentor’s knowledge and expertise while the mentor further strengthens his or her talent management, listening, and influencing skills. It is often the case where the mentee has deeper experience in newer marketing technologies, while the mentor has more strategy, segmentation, problem solving, and change management skills. Mentorship not only helps the individual, but also identifies and enriches the pipeline of future leaders for the company.
While mentorship most often happens within a company, talented mentors can also be found in external relationships, particularly agencies. The top agency execs are subject matter experts who can challenge the status quo, stimulate fresh thinking, and inject new energy while providing valuable context and relevant industry examples.
Making It Work
In our experience, success is greatest when there is a good match between mentor and mentee. Most often a senior leader identifies the exec who needs mentoring. And then that leader collaborates with the human resources team to assign and gain agreement for a talented mentor. It is not just that the two parties get along well. That is important, but it is also helpful to focus on a few issues at a time. For example, select the competency that is most likely to drive value for your mentee and your company. Is it marketing strategy, or competitive analysis and positioning, digital or social media marketing, or new product introductions where your marketing leaders need to develop further? And can you broaden their perspective with a different style of leadership and influencing skills?
Set measurable goals with an agreed upon timetable as you get started. And then check on your progress as the relationship goes along, making course corrections as you go. Rarely is it a straight line.
Benefits
A commitment to mentoring can be a very valuable element of company culture. Plus, it can be a part of your employer brand, something that you do well while your competitors do not. Mentoring helps identify and showcase those high potential leaders who are ready to take on new and larger responsibilities. And it can boost retention of those talented marketers. It is an investment in improving your odds of accelerating profitable revenue growth while building or solidifying team cohesion and cross functional dynamics.
Looking to an outside agency brings additional benefits of a second opinion that helps you overcome that challenge with less emotional bias. Our industry connections and network are valuable assets, opening doors and accelerating progress. And we will do everything in our power to avoid making costly mistakes.
At Damen Jackson, we are not saying we have all the answers. We can assist with working through your options while providing constructive criticism and feedback. We have the benefit of 25 years of working with almost 800 clients to help your brand and your team thrive by making the most of your sources of competitive advantage. We like nothing better than to be your partner who helps craft your story in ways that are credible, convincing, and compelling.
Our fresh eyes are there to augment the experience of your leadership team, motivating them to achieve ambitious goals.
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