Succession Planning: Why It Matters for Marketers

As we step into a new year, it’s a great time for reflection and forward planning—and for marketing managers, this includes succession planning.

A wise manager once told me, “Always ask for your next promotion, as you’ll never just get given it.” These words have stuck with me and ring true time and again. But here’s the thing: for employees to ask about their next step, they need to know that a plan exists.

Lately, I’ve had several conversations with marketers who are wondering about their future within their organisations. They’re asking questions like:

• Is there a plan to promote me?
• Is there a plan for a pay rise?
• What does my career progression look like?
• Are there learning and development opportunities for me?

Shockingly, many marketers I’ve spoken to have shared that they don’t have a clear succession plan in place. This is a missed opportunity for organisations, especially as January is a pivotal time to focus on talent retention.

Why Succession Planning is Crucial

Retention is a critical component of a successful marketing team. In a competitive talent market like Australia’s, having a plan to develop and retain your top performers isn’t just a nice-to-have; it’s essential. Losing talent doesn’t just mean a vacancy—it often results in lost knowledge, disrupted team dynamics, and increased hiring costs.

How to Get on the Front Foot

If you’re a marketing manager, now is the time to take proactive steps to engage with your team. Here are the conversations you should be having:

1. Learn What They’re Looking For: What are their aspirations? Are they eyeing a specific role or skillset? Knowing this helps you align their goals with business objectives.
2. Discuss Career Goals: What role do they see themselves in next? Outline how you can support them in achieving that goal.
3. Review Salary Expectations: Financial recognition is key. Have open discussions about their salary expectations and plan for future adjustments if justified.
4. Identify Growth Opportunities: Share how you see them growing within the team and organisation. Highlight potential projects, promotions, or leadership opportunities.
5. Explore Development Areas: Are there areas they want to focus on, like leadership training, technical skills, or industry-specific expertise? Offer support through resources, mentorship, or courses.

Why Your Team Will Thank You

Taking the time to engage with your team in this way sends a clear message: you value them and are invested in their growth. This builds trust, loyalty, and motivation—and ultimately strengthens your team.

Don’t Wait for the Resignation Letter

January is the perfect time to focus on succession planning and talent retention. By starting these conversations now, you’re not only showing your team that you care about their future, but you’re also protecting your organisation from unexpected turnover.

So, get on the front foot today! Your team (and future self) will thank you for it.

Need help?

Get in touch with Lucy Bolan. Lucy can partner with you to secure the right talent that will support your business growth strategies.

✉️ lucy@newchaptertalent.com.au

📞 +61 416 153 144

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Or connect with Lucy on LinkedIn—she's got all the insights on recruitment you could ask for! For more updates, career tips, and job opportunities, follow New Chapter Talent on LinkedIn.