A quick Google and you’ll find most Marketing degrees defined as a Bachelor of Arts (BA). Not a Bachelor of Science (BSc) as you would, say maths. However, I believe that Marketing IS a science and I’ll tell you why…
Far removed from any colouring-in department, I started my career in a sales department. As one of a team of two marketing assistants, who made up the finance sales and retention team’s whole marketing arm. I had a baptism of fire for 2 and a half years, learning the numbers behind the success. Our job was simple, get data that needed to be pulled out of the CRM and ensuring the targeting was correct and in line with the goal. Making sure that the team had enough people to call that meant they hit their sales figures.
In my first ever marketing role, 18 and straight out of school. I learned the fundamental rules of what a funnel could look like and how to work backwards to ensure success. I learned the importance of these figures and how they gave you a good starting point to ensure that you could change the broken and capitalise on the success.
For anyone that has met me since and thinks I’m obsessed with data, I’m sorry!
I continued on from that job with my marketing fire ignited. The curtain lifted on what business could be like and how pivotal a marketing function is to business success. Its ever-evolving purpose and ties to all sorts of other departments in the business.
I was hooked!
I went on to work for retail in print marketing, hospitality marketing in brand, business to business marketing. Then, I moved on to working in client engagement and finally a 360 back to working directly in sales. But, this time, sales are the product and not just the team.
A trend appeared through all these roles. No matter how clever the caption, pretty the picture or engaging the video the key to every piece of success was tracing, testing, changing and learning. You needed big picture thinking, logic and process. You needed to understand what you were being told. How this aligned with success or failure – It started to remind me of science experiments at school.
Science is a subject I took all the way to A-level and loved, art I dropped in Year 9 due to misunderstandings with the teacher, although I am sure this doesn’t affect my summation of the two here! Science was always something that made sense; it had structure, could be broken down into sections and had no definitive outcome apart from the one you could prove via test and learn.
It was simple, change one thing and see what happens.
Always the same starting point, what is your aim, what are your variables, and which are you changing for testing. Look at many marketing briefs today and there is a very similar structure in place.
I have worked with some brilliant designers who are artists in their work, copywriters who could be acclaimed authors and production teams who are incredible at what they do, and we would not have marketing success without them! But, if you don’t know what you want, how it’s going or what you need to change to make it better you could have the greatest picture in the world, it makes no difference.
Creative, sound and visual media are often what we become in awe of when we see it as consumers. The clever Netflix campaigns on billboards or client engagement pieces by Spotify. Still, the unglamorous numbers drive marketing. That’s why I think marketing is arguably a science and should be looked at as one.
We are not the colouring-in department, but some of us can draw VERY pretty pictures!
Monet McGee – Head of Marketing & Operations at Intelligent Talk
If you enjoyed this blog, you may enjoy another of our recent pieces on aligning Sales & Marketing.
Published: 18th January 2021