Question
What is best for a marketer who has about 18 years experience in all kinds of marketing areas: To stay a generalist and become a knowledge center for others or to specialize in a specific area and become an expert?
Answer
Many marketers wrestle with this question, but I’m not sure it’s the right question. The real question is, what kind of organization/business do I want to be part of? The types of businesses that need “generalists” tend to be on the smaller size and the role of marketer will be very entrepreneurial. A generalist knows, I assume, how to develop a product and bring it to market. This is exactly what smaller or growing organizations need.
On the other hand, any organization that requires a specialist will tend to be larger. Larger organizations require division of labor and specialization. Of course, smaller organizations need specialists as well, but usually for one-off, contract-type projects. Though, on that note, even generalists can successfully work as contractors helping companies with marketing plans, etc.
So, where do you want to work? Do you want to be involved in bringing a product to market and growing a business? If so, stay a generalist and find a company that is selling or developing products or services about which you are passionate. If you would rather work for a large organization, focus on a functional area that interests you and go after a position in a department dedicated to that area.
Matthew T. Grant, PHD
Minister of Enlightenment
