[kristineberth]

The problem with finding great marketing people is that there's no barrier to entry into the profession. Anyone can (and does) say that they're a 'marketing expert,' a 'growth hacker' or a 'marketing guru' [gag]. To be great at it, yes, people need to have technical ability. But they also need a sort of sixth-sense intuition (visual sensibility, language skills, an understanding of psychology) that can't be taught or bought.

In my decade in the field I've observed almost zero correlation between marketing-specific education and ability. Experience yes, but education no.

It's a frustrating profession to be in sometimes because often only great marketers can spot other great marketers. Meanwhile sh*tty ones ruin the field's rep for everyone else.

[shostack]

Most solid digital marketers I know are entirely self-taught because when they were getting started there was no real digital marketing industry. "Digital" was just the new channel people had to try out.

And yes, I agree it takes a great marketer to spot others. It would be a like a designer interviewing someone for a coding position. They might say lots of technical jargon type stuff and you'll have no idea what is made up, what is buzzwords, and what are signals that say a person is good at what they do.

I wonder if companies would pay for a marketing consultant to help them hire.