Why is no one talking about one of the biggest risks in construction?
Thousands of general contractors and trade contractors are unknowingly putting their entire companies at risk by hiring recent college graduates as marketing leaders without providing proper direction. This seemingly small decision can have significant consequences.
Why is a Rookie Marketing Leader Such a Risk?
These young, inexperienced marketing coordinators are tasked with enormous responsibilities. They are expected to:
- Maintain the construction company’s current revenue, which can range from $10 to $500 million.
- Grow revenue.
- Manage the company’s public image.
- Recruit and retain employees.
Given these crucial duties, an inexperienced marketer can inadvertently shut down a construction company, leading to job losses for hundreds of people. The issue isn’t their lack of effort or intention; they simply don’t know what they don’t know.
The Lack of Mentorship
The situation is exacerbated by the lack of mentorship available to these young professionals. Often, they report to a CFO who may not fully understand marketing or business development. Without proper guidance or the support of professional organizations like SMPS (Society for Marketing Professional Services), these young marketers are left to navigate their roles alone, often struggling and eventually failing.
High Turnover Rates
Turnover in these positions is notably high. These marketing coordinators accept roles expecting glamorous tasks such as TV advertising, billboards, edgy social media posts, and documentary-style videos. Instead, they find themselves working on 2-3 proposals a week, winning only about 10% of them due to the company’s lack of a solid Go/No-Go strategy. Fear of speaking up only compounds their challenges.
The Reality of Construction Marketing
No one dreams of becoming a construction marketer in grade school, and even a college degree doesn’t fully prepare someone for this role. The reality of construction marketing is far from what is typically portrayed in academic settings.
The Role of Fractional CMOs
One of the most rewarding aspects of being a fractional Chief Marketing Officer (CMO) is the opportunity to mentor marketing coordinators and managers who are new to the architecture, engineering, and construction (A/E/C) industry. Recognizing the need for better support, I piloted and chaired SMPS Southeast Louisiana’s first mentorship program.
The Three Pillars of Fractional CMOs
Fractional CMOs focus on three key areas:
- Marketing Strategy
- Executive Leadership
- Mentorship
The construction industry must acknowledge and address the risks associated with making undertrained marketing coordinators their marketing leaders. By providing proper mentorship and strategic guidance, companies can safeguard their operations and help these young professionals thrive.