The term "Position-less Marketer" was introduced in 2024. It refers to a multidimensional marketer who realizes their multipotentiality, enabled by data analytics, AI, integrated marketing platforms, automation, and new generative AI tools like ChatGPT, Canna-GPT, Github, Copilot and DALL-E.
Around 60% of marketers initially interpreted the term as a marketer without a role, but later understood it as a multidimensional marketer. The remaining 40% saw the Position-less Marketer as a professional not confined by traditional roles, capable of working across channels, platforms, and strategies.
Experts highlighted the balance between specialization and Position-less Marketing. They emphasized the importance of balancing specialization and generalization based on the company’s growth stage and competitive landscape. They recommended adopting a Position-less Marketing approach as a competitive advantage, but cautioned against viewing generalization as an absolute solution.
The concept of being position-less but not too position-less is supported. Realizing our multipotentiality and multidimensionality allows us to excel as humans, with AI as an augmentation. However, it's important to know when being position-less is best for the organization and when it isn’t.
For managers, finding the right balance between guiding marketing pros to be position-less and, at other times, holding their position as specialists will take a lot of work. This is a step forward in a new world where humans and AI work hand-in-hand to optimize marketing teams.
