In many cases the past recession cut marketing teams in half and sometimes even worse. As the economy recovers companies are finally approving headcount additions to their marketing teams. Unfortunately, if the team lost ten positions, they are only rehiring three.

I’ve consulted with a number of CMOs over the past couple of quarters on how to get the most out of their precious few hires. The conversation usually starts out with the CMO trying to figure out how to get all the skills and capabilities from three hires that the previous ten people brought to the table – and with lower salaries. For example, they may have a position approved with a $120k salary and the following job spec:

• 10+ years experience in consumer goods marketing with expertise in channel development with major retailers

• Brand planning expertise with products focusing on the baby boomer demographic

• Social and digital media expertise for new product launch in the infant care category with significant experience managing a co- branded product launch

• 5-7 years experience managing a global PR campaign

• One horn protruding no less than 12” from the middle of the forehead

I know CMOs and marketing folks fancy ourselves able to solve difficult problems, but no matter what the impact of the recent economy, it hasn’t changed the rules of common sense. Unfortunately, the apprehension about making the wrong hire and the hope that this person exists and is willing to work at this pay level is drastically impacting the length of our jobs recovery. Inevitably the job requirements are going to have to be pared down or the compensation bumped up. So why waste so much time and energy??

Pile and Company is a Management Consulting firm. We work with clients that have challenges with their marketing and marketing communications resources.