Remember when hiring a marketing team meant finding an “affordable” social media manager who could do it all? Write the copy, build the strategy, analyse the data, and maybe even fix the printer? Those days are long gone. Today, businesses face a different kind of challenge: deciding whether to hire marketing generalists, specialists, or a combination of both.
But, the question isn’t just about skill sets. It’s about building a team that can adapt. With businesses needing both breadth and depth to succeed, finding the right balance has never been more important. This post dives into the pros and cons of each approach, helps you decide what’s best for your business, and offers tips on making generalists and specialists work seamlessly together.
Pros and cons of each hiring strategy
Marketing Generalists
Generalists are the ultimate multitaskers, capable of handling diverse marketing tasks across various channels. This versatility makes them especially valuable for smaller businesses or startups with limited resources.
Instead of building a large team, hiring a skilled generalist ensures a broad range of skills is covered, keeping costs manageable while ensuring marketing efforts remain cohesive and aligned.
However, generalists often lack the deep expertise needed for highly specialized tasks like advanced analytics or intricate SEO strategies. Their broad focus can sometimes lead to being stretched too thin, risking burnout and reduced effectiveness. While generalists can adapt to different roles, they may not deliver the depth of expertise required for complex challenges.
Marketing Specialists
Specialists bring laser-focused expertise to their field, whether it’s digital advertising, content creation, or marketing automation. Their deep knowledge often results in higher-quality execution, making them essential for businesses looking to excel in specific areas or adopt cutting-edge strategies. For companies aiming to differentiate themselves in niche markets, specialists offer a clear competitive advantage.
The downside of this focused expertise is that specialists can sometimes work in silos, losing sight of the broader marketing strategy. Additionally, building a team of specialists can be costly, both in terms of salaries and the time required to manage a larger, more segmented group. While specialists excel in their domains, they may require strong leadership to ensure alignment with overall business objectives.
How to determine the best fit for your business
Finding the right balance between generalists and specialists depends on your company’s size, resources, and strategic goals. Here’s how you can evaluate what’s best for your business:
1. Assess Your Business Needs
Are you in the early stages of growth, requiring broad coverage across multiple areas? A generalist might be your best bet. Alternatively, if your strategy relies heavily on advanced capabilities like AI-driven analytics or technical SEO, hiring specialists with deep expertise will likely deliver better results.
For example, a business launching a new product line might benefit from a specialist in product marketing, while a company entering new markets might need a generalist with broad marketing know-how.
2. Evaluate resources and budget
Budget constraints often play a significant role in determining the makeup of your marketing team. Generalists are typically more cost-effective, making them ideal for SMEs or startups with limited funding.
Larger organisations with more resources, on the other hand, can afford to build a team of specialists to tackle specific areas with precision. If budget flexibility exists, a hybrid model, where generalists and specialists work together, can provide the best of both worlds.
3. Consider the complexity of your industry
Industries undergoing rapid technological or regulatory changes may require specialists who can navigate these transformations. Conversely, more stable industries may benefit from the adaptability and big-picture thinking of generalists.
For example, a tech startup in a fast-moving AI market might prioritise hiring a specialist in AI-focused digital advertising, while a boutique retail brand may rely on a generalist to oversee everything from social media to influencer marketing.
4. Think long-term
As your company grows, your marketing needs will evolve. A generalist who can adapt and grow with the business might be an asset in the long run, but specialists may become increasingly important as your strategy matures and becomes more complex. The key is to keep your team flexible and ready to pivot as priorities shift.
Your Next Step in Building the Right Team
Striking the right balance between marketing generalists and specialists is crucial for building an effective team tailored to where your business is currently at.
Recent trends indicate a growing demand for specialised roles in marketing. According to Bain & Company, from 2020 to 2024, there was a 61% increase in roles focused on AI and machine learning, and a 15% to 18% rise in data-related positions, depending on the industry. This shift underscores the importance of integrating specialists into your team to navigate complex, technology-driven marketing transformations.
But the right mix boils down to your unique goals and resources. If you’re looking to future-proof your workforce, Chesamel’s expertise in workforce and marketing transformation can help you build a team that’s ready to thrive.
Check out our Marketing Transformation services and get in touch with us to discuss how we can support your business goals.
