Navigating the Marketing World: Is Consulting Your Path?

Economist Tyler Cowen has dubbed marketing "the seminal sector of the future" and it will drive the bulk of growth in the gross national product across multiple nations. The field of marketing is vast and varied, offering a multitude of career paths and opportunities. One such avenue is becoming a marketing consultant, a role that can be incredibly rewarding but isn't suited for everyone. To thrive in this dynamic and demanding field, one must possess specific personality traits and a particular work style. In this article, we'll explore why being a marketing consultant isn't for everyone and why some individuals are better suited for a structured enterprise with an effective lead generation pipeline.

What Personality Best Fits Marketing Consulting?

In the context of a four-letter personality test, such as the Myers-Briggs Type Indicator (MBTI), it's important to note that no specific personality type is inherently better or worse for freelance consulting. Different personality types can excel in this field, as success often depends on individual strengths and how well they align with the demands of the job.

That being said, certain personality traits and preferences may make freelance consulting a more natural fit for some individuals. For example:

• INTP (Introverted, Intuitive, Thinking, Perceiving): INTPs are known for their analytical thinking and problem-solving abilities. They are typically independent thinkers who enjoy working on complex challenges. Their introspective and logical nature can be valuable in developing marketing strategies and campaigns. However, they may need to work on their communication and client management skills.
• ENFP (Extraverted, Intuitive, Feeling, Perceiving): ENFPs are often creative and enthusiastic individuals. They tend to excel in client relations due to their excellent communication skills and ability to connect with people. Their intuitive thinking can help them generate innovative marketing ideas and solutions. However, they might need to focus on organization and time management when working independently.
• ENTJ (Extraverted, Intuitive, Thinking, Judging): ENTJs are known for their strong leadership skills and strategic thinking. They tend to be assertive, confident, and excellent planners, making them well-suited for managing their consulting business. However, they may need to ensure they don't become overly dominating in client interactions.
• INFJ (Introverted, Intuitive, Feeling, Judging): INFJs are empathetic and insightful individuals. Their ability to understand the needs and motivations of others can make them effective in client management and building lasting relationships. They often excel in creative and ethical marketing strategies. They may need to work on assertiveness and self-promotion.

It's important to remember that personality types are not rigid categories, and individuals can possess a combination of traits from various types. Success in freelance consulting depends on a range of factors, including skills, experience, and the ability to adapt and grow. While certain personality traits may offer advantages in specific aspects of the job, a diverse set of skills and a willingness to continuously learn and improve are often more crucial for success in freelance consulting.

The Freedom and Challenges of Freelancing:

Being a marketing consultant can be akin to a solo journey into the world of marketing. It requires a unique set of characteristics. Those who flourish in this role typically possess an entrepreneurial spirit, a high degree of self-motivation, and a love for autonomy. Consultants need to be self-starters who can manage their time efficiently, set their own goals, and maintain a constant drive to excel. They need to be comfortable with taking calculated risks and be adaptable to changing market trends.

Additionally, strong communication and interpersonal skills are essential. Marketing consultants must build and maintain client relationships, understand their needs, and deliver results that align with the client's goals. The ability to convey complex marketing strategies in a simple and understandable manner is a significant asset.

While some freelancers proudly highlight the freedom they enjoy, free from the rigid 9-to-5 office hours and daily commutes, others emphasize that this apparent freedom comes at a cost. They often invest considerable time in client acquisition and travel, sometimes without securing substantial projects. This uncertainty makes it challenging to predict how freelance consulting will affect your work-life balance. You might find yourself working longer and more diligently merely to make ends meet, or conversely, working extended hours because the financial rewards are exceptional. The experience can vary widely among freelance consultants. As General George S. Patton exclaimed,

Accept the challenges so that you may feel the exhilaration of victory.

Structured Enterprises and Effective Lead Generation:

On the flip side, structured enterprises can offer a different set of advantages that suit individuals with different personality traits. Those who thrive in such environments tend to appreciate the stability and resources these organizations provide. Structured enterprises often have a well-established lead generation pipeline, which can be immensely beneficial. It allows marketing professionals to focus on executing campaigns and strategies rather than constantly seeking out new clients.

Structured enterprises are often equipped with established support systems from effective workflow management to dedicated sales teams. This can alleviate the pressure of both lead generation and client management. For those who prefer a more predictable and team-based environment, this is a comfortable and rewarding path.

Free Time and Scaled Enterprises:

One of the advantages of working in an enterprise that benefits from economies of scale and operates with a finely-tuned division of labor, where numerous specialists focus on various areas of expertise, is the potential for enjoying more free time. With established lead generation pipelines and supportive teams, marketing professionals can concentrate on executing campaigns, optimizing strategies, and scaling operations. This not only reduces the pressure associated with freelancing but also allows for a better work-life balance.

Moreover, in structured enterprises with economies of scale, marketing professionals can tap into resources and expertise that might be beyond the reach of an independent consultant. They can access data analytics, technology platforms, and collaboration opportunities that can enhance their effectiveness.

In conclusion, marketing is a multifaceted field, and the path to success varies from one individual to another. Becoming a marketing consultant can be a thrilling journey for those with an entrepreneurial spirit, strong self-motivation, and exceptional communication skills. On the other hand, structured enterprises offer stability, established lead generation, and more free time to work on scaled operations. The key is to identify your unique strengths, preferences, and ambitions and choose the path that aligns best with your personality and career goals. Whether it's the autonomy of consulting or the stability of structured enterprise, the world of marketing has a place for all.