Planning your career is necessary for anyone looking to advance in the field of marketing. The Bureau of Labor Statistics found that the career growth for advertising and marketing is predicted to grow 6% every year from 2022 to 2032, faster than other occupations.
Even if you currently hold an entry-level position, focusing on leadership development will help you stand out from your peers. More importantly, it will position you for long-term success.
Preparing your sales and marketing career growth requires thoughtful planning, clear goals, and a proactive approach to leadership.
In this article, we’ll outline actionable steps to help you move your career forward while sharpening your leadership skills.
Steps to Grow Your Career in Marketing
Step 1: Assess Your Current Skill Set
Before setting goals, it’s important to take stock of where you currently stand in terms of skills and leadership potential.
This self-assessment provides a clear snapshot of your strengths and areas for development. You can pinpoint where you excel and where you’ll need additional growth for transitioning to more senior roles.
There are three key areas you can look into:
1. Technical Skills
Start by examining the hard skills directly related to marketing execution. These may include:
- Proficiency in digital marketing platforms (such as Google Ads, social media management tools, or email marketing software)
- Data analytics (Google Analytics, marketing KPIs, and performance tracking)
- SEO
- Content creation
- Automation systems
Are you comfortable using these tools to drive results? If not, identifying gaps in your technical skill set will point you to where further training or practice is required.
2. Soft Skills
Your soft skills are just as important for success in marketing leadership roles. Soft skills such as communication, problem-solving, collaboration, and creativity are needed for managing teams and driving strategy within an organization.
For example, strong communication skills will allow you to present ideas persuasively to stakeholders. Solid problem-solving abilities help you navigate challenges and make sound decisions under pressure.
Understanding how well you perform in these areas will help you determine which soft skills to sharpen as you work toward leadership.
3. Leadership Potential
Reflecting on past experiences can help you examine your leadership potential. Focus on projects where you took the initiative or assumed responsibility for a team or task.
Now, leadership potential isn’t just about holding a formal title. It’s about demonstrating qualities like accountability, vision, decisiveness, and the ability to inspire others.
It helps to ask yourself these questions:
- Have I successfully led a project from concept to completion?
- Do I regularly collaborate with others and seek opportunities to mentor or guide less experienced colleagues?
- Am I comfortable making decisions that align with broader business goals?
Identifying areas where you’ve shown strong leadership—and areas where you need to grow—will help you create a more focused career plan.
Step 2: Set Clear Career Goals
Your career goals act as your roadmap so your efforts align with your desired career trajectory. This is particularly useful if you are aiming for leadership roles in marketing.
Start by breaking your goals into two categories: short-term goals and long-term goals.
Short-Term Goals
Short-term goals are the immediate steps you can take within the next six months to a year. They should focus on building specific skills and gaining practical experience to build the foundation of your future career ambitions.
For example, a short-term goal might be to gain proficiency in a specific area, such as digital marketing, content strategy, or data analytics. You might also aim to complete a particular certification, such as Google Analytics or HubSpot Inbound Marketing.
Long-Term Goals
Long-term goals are your bigger-picture career aspirations—where you see yourself in the next five to ten years. These goals should be ambitious but realistic, so you have something to work toward over a more extended period.
A long-term goal might involve advancing to a senior leadership position, becoming a CMO, or starting your own marketing consultancy.
When setting long-term goals, consider the following:
- What leadership positions do I want to hold within the next 5-10 years?
- Do I aspire to manage a marketing department, lead cross-functional teams, or be involved in company-wide strategic planning?
- What major accomplishments (e.g., launching a successful campaign, transforming a brand’s market position) will demonstrate my readiness for leadership?
As you create your long-term goals, it’s also valuable to incorporate sales management training into your plan. This type of training can give you the strategic perspective for overseeing revenue-driving initiatives and managing larger business teams.
Step 3: Invest in Continuous Education
Staying competitive requires a commitment to lifelong learning. Continually updating your skills and knowledge helps you adapt to industry changes, gain new insights, and expand your capabilities.
Continuous education can take many forms, each with benefits to different areas of professional growth. Here are some key educational pathways you can consider:
- Workshops and webinars
Many workshops and webinars focus on specific topics, such as social media algorithms, content marketing strategies, or data analytics. Participating in these sessions allows you to study current trends and gain insights to apply to your work and support your marketing career growth.
- Formal certifications
Certifications validate your skills and signal to employers that you are dedicated to staying updated on the industry. These credentials also showcase your readiness to handle complex marketing tasks, such as running large-scale campaigns or analyzing performance metrics.
- Leadership development programs
For those aspiring to leadership roles in marketing, it’s important to go beyond technical marketing skills and invest in leadership-specific education. Leadership development programs are designed to build the skills necessary for effective team management, strategic thinking, and decision-making.
- Sales management training
Gaining expertise in sales management can provide a significant advantage. You can become a more versatile leader capable of overseeing both marketing and sales initiatives.
- Graduate programs and executive education
Graduate programs such as an MBA can provide a comprehensive understanding of business and management. These will equip you with advanced knowledge in areas like organizational management, business operations, and global marketing strategies.
To make continuous education an integral part of your career development, you can follow these steps:
- Create a Learning Plan
Map out specific skills you want to develop over the next 6-12 months. Include a mix of technical skills, like data analysis or SEO, and leadership skills, such as project management or communication.
- Dedicate Time for Learning
Set aside regular time for professional development, whether it’s an hour a week for online courses or attending a monthly industry webinar. Treat this time as an investment in your future success.
- Leverage Company Resources
Many companies offer professional development programs, tuition reimbursement, or access to educational tools like LinkedIn Learning or Udemy. Take advantage of these resources to build your skills without out-of-pocket costs.
Step 4: Build a Strong Network
Networking goes beyond just meeting new people. It’s about cultivating meaningful relationships that provide mutual value, support, and opportunities for collaboration.
Surrounding yourself with industry leaders lets you gain access to new insights, potential job opportunities, and resources.
You can build and leverage your network in different ways:
- Attend Industry Events
Conferences, trade shows, workshops, and networking events provide excellent opportunities to engage with professionals in your field. You can participate in discussions about industry trends and gain insights into current best practices.
Make it a point to introduce yourself to new contacts, exchange ideas, and follow up with them after the event to nurture the relationship.
- Join Online Communities
Digital networking lets you connect with marketing professionals across the globe through online platforms like LinkedIn. These communities offer spaces to share knowledge, ask questions, and build relationships with peers who share your interests.
Engaging in online discussions can also help establish your presence as a thought leader in your area of expertise.
- Seek Out Mentorship Opportunities
A mentor can be one of the most valuable resources in your career journey. Mentors offer personalized guidance and share their experiences to help you navigate challenges.
When seeking a mentor, look for someone whose career path aligns with your goals. Mentors can also help you expand your network by introducing you to other professionals who can support your growth.
- Give Back to Your Network
Networking isn’t just about what you can gain—it’s also about how you can contribute. Offer your own insights and help others in your network achieve their goals. This reciprocity builds trust and strengthens relationships.
- Collaborate on Projects
Networking can lead to collaborative opportunities that allow you to showcase your skills while building stronger connections. For example, you might partner with someone in your network to launch a co-branded marketing campaign or speak at an industry event.
Once you’ve built your network, it’s important to maintain and nurture those relationships over time. Regularly check in with your contacts, even if it’s just to share an interesting article or offer congratulations on a career achievement.
Consistent communication keeps your relationships fresh and top of mind.
Step 5: Begin Managing Increasing Responsibilities
Managing increasing responsibilities shows your ability to handle larger tasks to senior management. Leading projects, overseeing initiatives, and driving results let you build the experience and credibility needed for higher-level positions.
Below are two key ways to start taking on more responsibility in your current role.
Lead Cross-Functional Marketing Projects
Cross-functional projects involve collaboration with multiple departments, such as sales, product development, customer service, and finance. Coordinating these efforts lets you gain a deeper understanding of how the business operates and how marketing can support overall company goals.
Taking the lead requires you to manage a diverse team and ensure that everyone is aligned with the project’s objectives. This experience helps you develop important skills such as strategic thinking, conflict resolution, and decision-making.
Additionally, cross-functional projects allow you to build relationships with key stakeholders across the organization. It’s a great way to increase your visibility and reputation as someone who can lead complex initiatives.
Take Ownership of Key Initiatives
Ownership means being the driving force behind a project’s success. When you take ownership, you are responsible for the strategy, execution, and results of an initiative.
This level of responsibility shows that you can think critically, make informed decisions, and deliver results independently.
Look for opportunities to lead initiatives that align with your organization’s strategic goals. You might take charge of launching a new marketing campaign, improving customer retention strategies, or streamlining internal processes.
Owning key initiatives also allows you to directly influence outcomes. It’s a chance to showcase your leadership capabilities in a tangible way.
Take the Next Step as a Marketing Leader
Your marketing career growth depends on your ability to continuously develop your skills. Following the steps we’ve outlined will help you become well-prepared for success in marketing leadership roles.
At Mantra Management Group, we’re committed to helping driven professionals like you reach their full potential.
If you’re ready to advance your career and develop your leadership skills, join our team. Take the next step in your professional journey with us.