How Limited Control Over the 4Ps is Stifling Marketers' Career Growth

With the majority of marketers only overseeing promotion, their career development faces a significant hurdle. A recent survey reveals that only 34.1% of marketers have influence over pricing, and just 32.7% over distribution strategies, highlighting a concerning gap in their control over the traditional 4Ps of marketing.

The imbalance in control over the 4Ps—product, price, place, and promotion—poses a double-edged sword for marketers. While 48.8% have a say in product and service decisions, and 48.5% in new product development, more than half lack influence in these critical areas. This is starkly contrasted by the 88.7% who control advertising and communications, underscoring a disproportionate focus on promotion.

Experts argue this imbalance may hinder marketers' career progression. Jon White, former CMO at RS Group, points out the catch-22 situation: without early exposure to pricing, product, and place, marketers are unlikely to be trusted with these responsibilities later in their careers. This lack of experience can pigeonhole marketers into promotion-focused roles, limiting their growth into broader business leadership positions.

The path forward involves intentional career moves. Sarah Robb O'Hagan, a marketer-turned-CEO, emphasizes the importance of gaining P&L experience early on. She suggests that marketers should seek roles outside their comfort zones to build a well-rounded skill set. Similarly, Nuria Hernández of Unilever Personal Care advocates for exploring different areas early in one's career to understand where one's passion lies and to pave the way for a more generalist career path.

The marketing industry's promotion problem may also lie in its tendency to celebrate itself, often through awards and LinkedIn accolades. Robb O'Hagan warns against getting caught up in this cycle, urging marketers to focus on gaining diverse experiences that will prepare them for leadership roles beyond marketing.

In conclusion, broadening their influence beyond promotion is essential for marketers aiming for long-term career success. By seeking opportunities to engage with all aspects of the 4Ps, marketers can position themselves as versatile leaders capable of driving business growth.