discipline.
By the time I got to university, it was clear
that the marketing profession was one
worthy of much respect. Companies like
Nike, Apple, Sony, Nokia, Unilever, P&G,
Diageo, amongst others had made their
mark. I could have taken up a number of
concentrations as I majored in business
administration. Accounting, Finance,
Management and Marketing were good
options for me. They were subjects I
enjoyed. HR and IT however, not so
much.
Amongst
the
favorable
options
Accounting was least favorable because
I had to do CPAs and by the time I felt
rather tired of schooling. I think I reasoned
the same for finance. So I ended up doing
a double concentration of marketing and
management. I reasoned that at least I
didn’t have to go back to school again; at
least not for a while. (Please note by this
time I didn’t know about the Chartered
Institute of Marketing qualifications).
And then I graduated. More than eager,
I was sure the world was for my taking.
A few months in and I realized that the
world wasn’t quite for my taking. The jobs
I got initially were in sales. Baptism by fire
probably best captures the shock I met in
the job market. Then I was advised that
if I wanted to get ahead in the market,
I didn’t have much choice but to pursue
professional qualifications.
And so, I checked on qualifications in
both marketing and management as these
were my concentrations in university. The
Chartered Institute of Marketing (CIM)
stood out as worthy of pursuit. About
a year later, I began studying for CIM
qualifications.
Studying marketing with the Chartered
Institute of Marketing allowed me to
appreciate the discipline of marketing
on a whole new, much deeper level. The
demands however, were also grueling
and so, upon completion, I was beyond
thrilled. This combined with working
in agency/consultancy made me feel an
abysmal sense of fulfilment. I loved being
able to apply what I was learning to real
client problems and see positive results
thereafter.
It occurred to me, that I enjoyed marketing
because it was both an art and a science.
One had to think critically through
a problem, through a plan, present a
possible solution(s) and then show the
likely results. I loved every bit, research,
analysis, drawing insights, working with
the designer, etc. Nothing gave me greater
joy however than seeing a happy client. It
certainly was never easy but it was always
worth it.
Much hasn’t changed since then; I’m
still much involved in solving marketing
problems. The work I do, I still absolutely
love. And so back to my original quandary.
Why am I questioning my career path? It
occurs to me, that I am allowing outside
influences to shape my thinking a little
too much. I think about the money, I
think about the respect I want people to
have of me, I think about new skills that
I need to acquire, and, I think about the
rapid changes that leave me feeling like a
dinosaur. Maybe it’s time for me to look
within. Who is Marion and what legacy
does she want to leave behind?
I realize that I’m the type of person who
derives a deep sense of satisfaction in
adding value. True, I have a lot of catching
up to do (don’t we all). And yes, I’m tired
of people equating me to a salesperson
(nothing wrong with being in sales by
the way, it’s just that the marketing scope
is bigger). And everyone ( Jeff Bezos
included) could do with more money.
In the end, I realize, to get a sense of
fulfilment from my career, I must focus
on adding value. In spite of everything,
within me still lies knowledge and the
capacity to apply it that will benefit many
organizations.
The work I do, I do, to help individuals
and organizations even in the smallest way
get to a better place. This is well aligned
to the AMA’s definition of marketing
which reflects marketing’s foundational
role to business: Marketing is the activity,
set of institutions, and processes for
creating, communicating, delivering, and
exchanging offerings that have value for
customers, clients, partners, and society at
large.
Marketing still remains a valuable career
path. It certainly isn’t easy; I doubt I’m the
only one with the struggles as described
above. I accept however, to continue to be
reshaped, realizing that it’s necessary if
I’m going to continue to add value.
This means that I have to adjust to thawing
and freezing and thawing and freezing,
over and over again. It means I have to
read unlike ever before. It means, that I
have to adopt the attitude of a polymath.
Most people have a hard time believing it,
but it is possible to be very good at many
things. So here I am, rolling up my sleeves.
Marion Wakahe is passionate
about business growth and
sustainability, and its role in
ensuring the empowerment of
people. She is currently working
with Sapphire Marketing Limited.
You can engage her on this or related
matters via mail at: MWakahe@
gmail.com.