Renaissance Marketers are polymaths who (1) are multi-disciplined, (2) treat marketing as an investment, and (3) balance the art and science of marketing. They are similar to the Renaissance masters of the past, and because of their diverse skills and knowledge-base coupled with the abilities to dive deep into a subject matter, these Renaissance Marketers are the innovators and creators in their field.
How to measure the impact
One way is to measure productivity increases. For example, was the Renaissance Marketer able to bring a product or service to market faster than the average? If they are utilizing their Renaissance Marketer skillsets, they will be able to work with numerous partners to deliver faster and better. For example, Rose Jia, founder of Renaissance Marketer and a marketing leader at Amazon, developed and launched a multi-year co-branded partnership that makes money within 3 months (vs. a normal go-to-market timeline of 1-year). She was able to shorten the timeline by identifying early on the right stakeholders and getting buy-in from brand, legal, product, advertising, and finance teams. (If you’re a marketer, check out cheat sheets to working with your partner teams to drive action, innovation and growth.)
Another way to measure is looking at this person’s increases in topline (aka revenues) contribution vs. other marketers. Rose Jia developed her whole team at Amazon to adopt the Renaissance Marketer Mindset and they drive 2X revenues per person vs. other marketers in the division within 1.5 years.
