Imagine a ‘T’ shape. The specialism for these individuals is the central column, but their knowledge of other areas allows them to reach out and provide value over a wide basis. T-shaped marketers know enough to implement the wants of other colleagues and executives and can bring a lot of insight to the table.

T-shaped marketers are set apart from other types – the I-shaped marketers and generalists:

Every company will have their own versions of these individuals because they’re still valuable members of a team. 

However, in our humble opinion, becoming a t-shaped marketer is what you should be striving for. These individuals can work with agility and creativity. They’re specialists in one or two areas but can still provide key knowledge, insight and recommendations in many others, thanks to their broad knowledge.