Frankly, it's just not a fun time to be a marketer. Those who have a job are fearful and waiting for the axe to fall and those without a job are struggling to secure one in a sea of rough competition. How can marketers prove their value during a recession?


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Frankly, it's just not a fun time to be a marketer. Those who have a job are fearful and waiting for the axe to fall and those without a job are struggling to secure one in a sea of rough competition.
And, it seems, those in a position to hire a marketer know they have the upper hand when it comes to negotiating salaries or project fees. Just recently a company offered a laid-off marketing friend $20.00 an hour to do senior-level work on a project. That is not only offensive, it's unrealistic to expect a senior level marketer to develop and deliver top-notch work for a junior-level fee. She, of course, declined the offer. I am really hoping that this type of scenario is not commonplace, but I think that it might just be the case. My fear is that marketers who need the income will except project fees like this just to get by, thus re-enforcing that senior-level work really isn't worth that value that has been set as a standard. Honestly, I can't blame anyone who does because it's tough out there right now. But could this adversely affect a marketer's value overall?
"Anyone can be a Marketer."
Is part of the value problem the sometimes notion that anyone can be a marketer? Does this breed lack of respect for marketing? I don't know about you, but for the past 15 years I have bumped into people who have this mindset. I think part of the problem is that those who are great at marketing make it seem effortless to put together those integrated campaigns or get the Wall Street Journal to include a company in a story. What isn't being seen is those years of rolled-up sleeves work that includes trial and error or the relationships that have been built up over time that lend a hand to getting great media placements.
What is the Value of a Marketer?
So then, what is the value of a marketer to a company? Is it the years of experience? Is it knowing and understanding the audience or community? Is it knowing to when to use the right message at the right time? Is it being able to build relationships with customers so that better products/services are developed?
How do we explain the value that marketers bring to a company? Is it important to be able to first explain what marketers do? (Yes, I think some company's still don't understand all that marketing does, they just know they need marketing).
Proving the Value of a Marketer
Once we explain the value that marketers bring to a company, how can marketers prove their value as individual contributors to either a current or new employer? I have listed some ideas, but would rather hear yours.

• Write a plan for every project or campaign (even if your boss isn't asking for one)


• Be creative


• Be a thought leader and innovator


• Don't become a commodity


• Wear multiple marketing hats (sometimes being the 'jack of all trades' has its benefits!)


• Measure and show quantitative proof (remember that plan?)


• Develop relationships with customers (having their insights can make you invaluable)


• Engage other departments for information, trends, etc. (these relationships are a plus)


• Stay up-to-date on marketing trends (especially the ones that aren't going away, like social media)