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Are you a Marketer or Maestro? The answer has a big impact on your salary and career

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Salary and Career Survey shows big rewards for knowing marketing and machines

The 2022 MarTech Salary and Career Survey, created jointly by MarTech and chiefmartec.com, found two major groups of marketing professionals leading the way in the field. Depending on which side of the dividing line marketing professionals place themselves, they will have certain tendencies that could influence their day-to-day tasks, who they report to and even how much money they earn.

Marketers and Maestros leading the field

In 2020, the MarTech editorial team and Scott Brinker of chiefmartec.com, designed four archetypes to better understand the various hats today’s tech-enabled marketers wear. 

Here are all four quadrants of the marketing profession, as MarTech and Brinker have defined them:

  • Marketers: Focused on building campaigns and marketing programs.
  • Maestros: The operators orchestrating the technology powering those campaigns. 
  • Modelers: The data scientists who analyze and predict based on performance. 
  • Makers: The creative geniuses who build amazing experiences leveraging technology. 

In our Salary and Career Survey we found primarily Marketers (53%) and Maestros (35%).

Marketers vs. Maestros

The differences between these two profiles revealed some interesting tendencies that impact careers. 

Salary and promotions. For instance, overall, Maestros seemed to earn more, having an average annual salary of $156,433 versus Marketers’ $123,477.

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Both Maestros (79%) and Marketers (72%) saw their salaries rise in the last two years by either promotion or by switching jobs, though more Marketers were promoted recently. About 31% of Marketers earned a raise through promotion or job-hopping in the past six months, compared to 25% for Maestros. On the other hand, more Marketers (14%) have been in their current roles for more than five years compared to Maestros (7%).

Roles. No surprise here, Marketers said their top responsibility is to design, run and optimize marketing campaigns (70%). But researching and recommending marketing technology was the second top responsibility (63%), proving how integrated technology is at the campaign level. Next came designing and managing internal workflows (62%), training marketing staff on using martech (53%), and administering marketing technology (51%).

Although nearly half (45%) of Maestros also design and run marketing campaigns, more than three-quarters see the technology their team uses as a primary responsibility. About 78% research and recommend new marketing technology products and 73% integrate marketing technology products into the existing stack. Also, 73% operate marketing technology products as an administrator, 72% design and manage internal workflows and processes, and 72% train and support marketing staff on using marketing technology products. About 45% of Maestros approve or veto technology purchases, too, compared to 30% for Marketers.


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Satisfaction. Maestros report high satisfaction in their jobs. About 27% of Maestros said they were extremely satisfied, and 53% somewhat satisfied. Only 3% are not satisfied in their roles, and 5% said they were somewhat unsatisfied. 

At the top end, about 33% of Marketers said they were extremely satisfied, but few said they were somewhat satisfied (38%). Like Maestros, few Marketers said they were not satisfied (5%) and only 13% were somewhat unsatisfied. Only 11% of Marketers and 13% of Maestros said they were neutral about their job satisfaction.

The rest of the 2022 Career and Salary Survey can be downloaded here, registration not required.


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About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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MARKETING

Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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MARKETING

More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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