Jun 12 min read

Moving beyond T-shaped marketers

Why it's time for marketers and startups to move past outdated skills profiles.

Spilling the tea and eating the π.

Having hired over 100 marketers and freelancers in my career, my first reaction (perhaps unfairly) to T-shaped job applicants is:

🤨 Why has this person never been trusted with more responsibility?

🤨 Doesn’t this person want to learn on the job?

🤨 Could a freelance expert do this role more effectively?

In the fast-paced world of startups, marketing roles demand more than just a broad skill set. Here’s why you should consider evolving from a T-shaped to a π or M-shaped marketer:

✅ Why π or M-shaped Marketers?

I, T, π and M-shaped marketer skillsets.

1. Breadth and Depth

π and M-shaped marketers combine broad knowledge across many areas with deep expertise in a few. This versatility is crucial for startups, where pivoting and adapting is key. Showcasing both breadth and depth can prevent you from being replaced by an “I-shaped” freelance expert who only excels in one area.

2. Eagerness to Learn

Startups thrive on rapid innovation and learning. Demonstrate your ability to acquire new skills and adapt to changing needs quickly. Being π or M-shaped shows your commitment to continuous improvement and readiness to tackle new challenges head-on.

3. De-risk Hiring

Founders, CMOs, hiring managers, and VCs are focused on de-risking hiring and reducing salary wastage. Hiring someone who can wear multiple hats effectively reduces the risk and ensures that the team remains agile and resourceful.

4. Be an Asset, Not a Cost

In a startup environment, every hire needs to contribute significantly to the growth and success of the business. Position yourself as an asset by showcasing your versatility, depth of knowledge, and willingness to take on more responsibility.

❓ Are T-shaped marketers still effective?

Any T-shaped startup marketers out there think differently? The shift to π or M-shaped marketing skills will benefit both marketers and the startups they work for. Any T-shaped startup marketers out there think differently? I'd be keen to hear your thoughts...

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