The document provides advice for marketing professionals in 5 sections labeled "Universal Truth". It discusses how companies are now led by "Bean Counters" focused on measurable results. It recommends marketing professionals befriend their CFO, speak their language, and tie efforts to measurable outcomes. The next sections advise treating marketing as a research-based profession, specializing in a specific lane over time, taking calculated risks by learning constantly and trying new techniques, and networking aggressively to land an initial job opportunity. The overall message is that the marketing field requires continuously proving value through data and adapting to its fast-paced changes.

2. “Bean Counters”now run companies
Universal Truth #1
The days of visionaries and long-term growth
plans leading the way are over.

3. Counter the “Bean Counter”
1. Make the Chief Financial Officer your friend
2. Speak his/her language
3. Tie marketing efforts into measurable results
4. Never stop telling your bosses and C-level
executives how important you are and how
marketing directly impacts top line revenue
growth
Recommended Reading: Profitable Marketing Communications
by Antony Young & Lucy Aitken
Universal Truth #1

4. Universal Truth #2
EVERYONE in your company is a marketing
EXPERT
Or so they think.

5. Out expert the “experts.”
1. Marketing is research and facts. Eat it, breathe it,
live it.
2. Demonstrate industry knowledge and use real world
case studies.
3. Marketing is a profession – not a trade – carry
yourself that way - every day.
4. Tie everything you do to the stated business
objectives.
Universal Truth #2

6. In the eyes of those hiring, you’re either a
generalist or specialist.
Universal Truth #3

7. Universal Truth #3
Pick a lane.
1. Don’t worry about not knowing what
you want to do at first. Give yourself
at least 3-5 years.
1. Spend time networking, reading, and
asking your colleagues and those
who have more experience every
question you can think of.
2. Eventually, pick a lane and grind it
out. Focus, improve, network and
advance.

8. Universal Truth #4
Marketing is moving at breakneck speed
You better be ready to jump.

9. Take Calculated Risks. And Grind It
Out.1. Talk to people.
2. Join industry associations
(AMA, AdFed, PRSA, etc.)
3. Always read: books, blogs,
e-newsletters
4. Try new marketing techniques.
Learn by hands
on. Do it quickly and don’t get
lazy.
Universal Truth #4

10. Getting your first job is really hard. Really.Getting Your First Job Is Really Hard.
Universal Truth #5

11. Five Tips to Getting a Job.
1. Network like a maniac and learn how
to do it right.
1. Get an internship.
1. Create yourself a job newsletter.
Share it with everyone.
1. Use the “interview the leader”
technique.
1. Take the first job you get offered. It’ll
be the hardest one you’ll ever get.
Universal Truth #5

12. facebook.com/marketingmadman
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@mindecology1
Darren Drewitz - MindEcology