In house marketers: has being closer to the business made you more strategic, or just more involved in execution? I’m curious how that client side experience translates if you ever move back to agency.

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I think it gives perspective on the politics and how hard it is to navigate orgs internally and how decisions really get made. I don’t think it makes you any better, but it gives perspective that is helpful for the agency sit in knowing how shiiiii really gets done. The number of stakeholders tha need to be managed is bonkers.

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The worst part of it all is that all the real thoughts on feedback on work happens after the client hangs up with the agency. It’s almost impossible for agencies to know what invisible enemies the are really fighting against

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I can speak for legal marketing only: being in-house means having scant resources, often being a sole marketer, and doing 90% execution and admin (getting dozens of sponsorship invoices, tool invoices, etc. paid, reporting, event execution, doing lawyer's PPTs, and all kinds of other grunt work). In very large firms, thr senior strata do more strategic work, but it's often more reporting and trying to convince each set of stakeholders that they should agree to contribute money to the pot and to play ball to roll out a global initiative in their region/ continent.

Working with a legal marketing media agency, they get to do more of the strategy and pitching ideas, but the agency we're working with is struggling since our firm has so little budget (even $5K a month of retainer is causing gritting of teeth) and because some don't want to comment to the press, others don't want to have bylined articles, and every little bit of progress is like pulling teeth (and takes months), at the expense of time spent on strategic work. And then the day job gets pushed to 6, 7, 8, 9 pm at night.

So, yeah, in-house in legal marketing is mostly a tactical/execution/admin slog. Probably similar in other professional services, too (accounting, audit, engineering). Wish I'd wised up when I was young enough to be given a chance in switching sectors. If I could start over, I would have switched sectors a few years in.

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