Where Have All the B-to-B Direct Marketing Generalists Gone?
In privately held companies, it’s usually the owner and maybe one or two other long-term, senior employees. In companies owned by larger public companies, mostly I see talented specialists in the various functional areas and limited experience “general managers” who last two or three years “in their current assignment.” These folks aren’t generalists with experience — they’re more like reactive quarterbacks. Mostly I see them fight fires rather than drive businesses.
I also can say that I see a direct correlation between companies that are doing well and the ones that have two or three senior generalists running the place. Look around. Which type of company are you?
Terence Jukes is president of B2B Direct Marketing Intelligence Inc., a strategic consultancy based in Fort Lauderdale, Fla., that services clients in the U.S., Canada, France, the U.K. and Germany. You can reach him at www.b2bdmi.com or (954) 566-4451.