Rise of the Marketer’s Division Blurred Brain
Most people tend to categorize themselves as either creative or analytical. This is often expressed as being right-brained (sometimes referred to as an analog brain) or left-brained (sometimes referred to as a digital brain). If you’re in doubt about the legitimacy of this theory, be assured there is sound science behind it. It stems from research conducted by Nobel Prize winner Roger W. Sperry in the 1960s. One of the key points is that the two brain hemispheres function very differently.
It’s true you’re unlikely to see job descriptions labeled “only right or left brain people apply.” However, in marketing roles, this might as well be the case. As marketing teams have grown, roles have also become specialized to match a person’s natural skills or preferences. While this may benefit marketers early in their career, this can also be limiting. Too often, a marketer’s career development stalls because their experience is too narrowly focused.
Fortunately, we’ve reached a point where martech has evolved to enable a division blurred brain. Early marketing tools were developed to serve a specific function. For example, early email marketing tools were designed to be very logical. This enabled a linear progression of campaigns and an easy way to measure results. Meanwhile, creative assets were created with unrelated tools. Although they may be attached to a marketing campaign as a call to action, they are otherwise separate.
Today, there are now tools that help create a more integrated approach to marketing. For the first time, creatives have immediate firsthand access to how their work is performing. Refinement and optimization are streamlined and campaign development accelerates.
The Hubert Group has been at the forefront of developing and implementing marketing approaches that blur the left-brain / right-brain line. Not only does it deliver better results for clients, with services that include setting up sales and marketing ops infrastructure and measurement, but the team also helps marketers bring the blurred brain approach into their own organizations.
The results are clear: closer team alignment, faster campaign iteration, and more professional development.