Using the Marketer’s Compass with Lia Davidson

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Today’s guest is an amazing marketer and leader that has spent over a decade in education marketing and sales.

Lia Davidson is the CMO of EAB and the creator of the CONNECTED conference.

Lia shares her framework of the Marketer’s Compass which can be used to evaluate individual marketers and marketing teams.

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  1. The north and south ends of the marketer’s compass are the opposite ends of thinking strategically versus tactically. The east and west axis on the compass represents the left and right brain thinking that marketing requires.
  2. Great marketers are able to easily switch between long-term vision-setting and getting their hands dirty by working in the trenches and getting in the weeds of a project. Marketers need to be able to look at things from both 4 feet and 40,000 feet.
  3. The problems that marketers have to solve demand a mix of both analytical and creative thinking. There is a lot of math involved in certain points and lots of creative thinking in others.
  4. When creating and managing marketing teams, think about how the individuals within the group represent the four directions of the marketer’s compass. Because each person won’t excel in every aspect, it’s vital to add others to balance out the team’s strengths.
  5. The Marketer’s Compass lens is most valuable for viewing senior marketing talent. Entry-level marketers should be focused on executing the one thing they’re responsible for, but over time they will grow in their knowledge.
  6. For many companies, it’s becoming harder to secure sales conversations which weakens their pipelines. This makes it more important than ever for sales and marketing to overcome customer indecision.
  7. Marketing leaders need to have empathy for those working in sales and should develop deep relationships with them. This is key to maintaining sales and marketing alignment.

Quote of the Show:

  • “If you can take some risks and explore the adjacencies of the career that you want to do, you’re going be better at whatever it is you’re doing” – Lia Davidson


Shout Outs:

Ways to Tune In:

Lia Davidson

Lia DavidsonCMO, EAB

Chris Mechanic

Chris MechanicCEO & Co-Founder

Podcasts Info:
Creative + UX

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