I really, really like Eytan Abrahams' discussion Eloqua Salaries & Experience as it highlights the challenges faced by Modern Marketing organizations when trying to hire the right person with the right skills AND experience to make a fairly immediate impact. It's had me thinking back to the days - way, way back - when I first started as a Marketing Automation Consultant for Astadia, knowing very little about Eloqua, but having a strong background in database marketing, marketing communications, customer service and soft selling (yes, I wrote "soft," not "social" as "social" wasn't invented yet - at least not online social).
It started with a five day immersion into Eloqua and then we dove right into working alongside our practice manager on client engagements. We quickly graduated (or were let go) to leading client engagements ourselves. I learned so, so much - more than I want to go into right now and not just about Eloqua - but the point is, it required that I immerse myself in the experience (at least, that's what I required of myself).
So, in today's Modern Marketing environment, with Eloqua University certifications a hot topic... (A quick side bar here... I'd like to go on record as saying that I very much enjoy the value of Eloqua University and although there could possibly be improvements, it's never been promoted as "all you need to do is get these certifications to earn 6 figures - unfortunately, that fault lies on those individuals who have chosen to promote themselves that way after being certified).
Okay, back to today's Modern Marketing environment - after pondering Eytan's, thought-provoking discussion - how can a certified Eloqua "newbie" stand out?
NOTE: My definition of a "certified Eloqua newbie" is an individual who is now working for an Eloqua client who has completed Eloqua University certification requirements but has limited "real world" experience in Eloqua execution. I'm open to modifications to this definition.
There are many things that you ("you" now refers to all certified Eloqua newbies) can do... Based on my own Type-A, self-admitted OCD tendencies, I think it requires a success plan. As in "you build your own "how to become an Eloqua Superhero" success plan." Top priority? An "always learning" mindset - and perhaps total immersion - to the point that a work day doesn't end at 5pm (or suffice it to say, your "day" job ends then, but your "always learning" mindset then kicks in and you work into the night, creating/copying marketing key use cases and working to solve to them in Eloqua).
I'm not giving away any secrets when I share that's how I did it - and it wasn't easy, but if it was - c'mon, everyone, say it with me - if it was, then everyone would do it. And today it's even easier then way, way back in my day - because today, you have the most amazing resource at your fingertips - Topliners. You have the privilege of picking the brains of some of the greatest in the space - from thought leaders to those executing in demand centers all over the world and everyone in between - all with a few clicks of your keyboard.
I do have complete empathy for you - I have been there and done that - but an "I want it all and I want it now" attitude will cause you pain if you're trying to grow your career based on certifications alone. You need to do more. Perhaps, more is creating your own success plan to stand-out. Perhaps it's something different, but in any case, take what you've learned in Eloqua University and BUILD ON IT! It's an amazing foundation for success - TAKE FULL ADVANTAGE OF A POSSIBLY GAME-CHANGING OPPORTUNITY! You now know that you're not fooling anyone being a certified Eloqua newbie - it, i.e., certified, helps TREMENDOUSLY - but you have got to walk the talk. And again, you are not alone in building your walk - you have the entire Topliners community at your fingertips!
So, my Topliners friends, what other words of advice can you add to my rantings? How can we help the many certified Eloqua newbies in our community - and hopefully reach those outside of it - to develop into the next Superheros of the Modern Marketing universe? Or at least from not-so-desirable-to-hirable as a shorter term goal?
As always, I look forward to your feedback! Cheers!