The “Middle Market” in Marketing Is Feeling the Squeeze

I recently had the opportunity to do something a little different. One of my clients invited me to sit in on the final panel interviews for a senior marketing role I was recruiting. Most of the time, my role is interviewing candidates, understanding their experience and motivations, and presenting a shortlist to my clients. So it was a great opportunity to see the process from the other side of the table and observe what happens when hiring managers make their final decision. What struck me straight away was the quality of the candidates. Every single person interviewed well. They were prepared. Professional. Organised. They arrived on time, communicated clearly and presented themselves with confidence. Honestly, they made my client's decision incredibly difficult. But there was one moment that really stood out. The Question That Changed the Conversation There was one question during the interviews that caught almost everyone by surprise. I won't share the exact question because every interview should remain confidential. What I can say is that it wasn't about technical skills or campaign results. It was about the future. How they saw the market evolving. Where they thought opportunities existed. How the business could continue to grow.  It was fascinating to watch. The candidates who had clearly spent time thinking beyond the job description approached the question with confidence. They weren't trying to predict the future. They were simply demonstrating that they could think strategically and contribute ideas. The others hesitated. Not because they weren't capable marketers, but because they hadn't expected to be asked to think beyond what the business is doing today. The Best Candidates Think Beyond the Brief This experience reinforced something I've been seeing more and more across the marketing recruitment market. Hiring managers aren't only looking for people who can deliver great work. They're looking for people who can help shape what's next. That doesn't mean you need all the answers. No one expects you to walk into an interview with a fully developed business strategy. What they do want to see is curiosity. Can you spot opportunities? Do you understand what's happening in the industry? Can you connect trends with commercial outcomes? Can you think beyond your own role and consider the bigger picture? Those are the qualities that increasingly set candidates apart. Preparing for Tomorrow, Not Just Today When you're preparing for an interview, most people naturally focus on the obvious things. They research the company. They read the job description. They practise answering common interview questions. All of that is important. But I'd encourage you to spend another 30 minutes thinking about where the business could be heading. Ask yourself questions like: What opportunities exist in this market? How could the customer experience be improved? What challenges might the business face over the next few years? How is AI changing the way this industry operates? Where could technology create a competitive advantage? What trends are emerging that the business should be paying attention to? You don't need perfect answers. The value is in showing you've thought about them. Strategic Thinking Is Becoming a Competitive Advantage Marketing has always been about understanding customers and helping businesses grow. Today, it's also about helping businesses navigate change. Consumer behaviour is evolving. Technology is moving quickly. AI is reshaping how marketing teams work. The marketers who stand out are the ones who stay curious, keep learning and aren't afraid to challenge existing ways of thinking. That's exactly what many hiring managers are looking for. Not someone who simply maintains what's already working. Someone who can help build what's next. It's Not About Having the Cleverest Idea Sometimes candidates worry they need to come up with something groundbreaking. You don't. Interviewers aren't looking for the next billion-dollar idea. They're looking for evidence of how you think. Can you analyse a situation? Can you identify opportunities? Can you explain your reasoning? Can you back up your ideas with logic and commercial thinking? Those conversations often tell hiring managers far more than another example of a successful campaign. Why This Matters to Me One of the reasons I love recruitment is that every interview teaches me something. After more than 20 years specialising in marketing and sales recruitment, I'm still learning from the conversations I have with clients and candidates every week. Starting New Chapter Talent gave me the opportunity to build a recruitment business centred around people, not processes. Taking the time to understand personalities, ambitions and culture has always been just as important to me as understanding skills and experience. It's also why we've built such a strong marketing community through initiatives like the CMO Chapters Podcast, the CMO Collective Lunch Club, the Marketing Leadership Awards and the Marketing Mentorship Program. Those conversations constantly reinforce how quickly our industry is evolving and why strategic thinking has never been more valuable. One Final Piece of Advice If you've got an interview coming up, don't just prepare to talk about your experience. Prepare to talk about the future. Think about where the business is heading. Think about where the industry is heading. Think about where you could add value beyond the job description. It doesn't take long, but it might just be the thing that turns a good interview into a great one. Frequently Asked Questions How can I demonstrate strategic thinking in an interview? Show that you've researched the business and the wider industry. Share your thoughts on opportunities, emerging trends and areas for improvement, and explain your reasoning rather than trying to provide perfect answers. Should I mention AI during an interview? If it's relevant to the role or industry, absolutely. You don't need to be an AI expert, but showing that you understand how technology is changing marketing demonstrates commercial awareness and curiosity. Is it okay to challenge a company's current approach? Yes, provided you do it respectfully. Interviewers appreciate candidates who bring fresh ideas, as long as they're backed by thoughtful reasoning rather than criticism. Ready for Your Next Chapter? Whether you're hiring a marketing or sales leader who can bring fresh thinking to your business, or you're preparing for your own next career move, I'd love to have a conversation. At New Chapter Talent, we believe great recruitment is about more than matching skills to a job description. It's about understanding people, potential and where businesses are heading next. If you're ready for your next chapter, I'd love to help.

If you're interviewing soon, here's one piece of advice I'd love you to take with you. Bring a notepad. Honestly, it surprises me how many people still walk into interviews with nothing but their phone in their pocket. It might seem like a tiny detail, but after more than 20 years recruiting marketing and sales professionals, I've seen firsthand how much those little things matter. Not because anyone expects you to write pages of notes. Because bringing a notepad shows you've prepared. It's More Than Just Taking Notes Before every interview, I encourage candidates to write down a few questions they'd like to ask. Not questions for the sake of filling time. Questions that genuinely help them understand the opportunity. What does success look like in the first six months? What challenges is the team trying to solve? How does the marketing team work with sales? What type of leadership style can they expect? Writing your questions down means you won't forget them when the nerves kick in. It also gives you somewhere to jot down the answers, along with anything else that stands out during the conversation. You don't need to write everything down. A few key points are enough. Good Interviews Feel Like Conversations One of the biggest misconceptions candidates have is that interviews are all about giving the right answers. They're not. The best interviews feel like genuine conversations. You're learning about the company just as much as they're learning about you. That's why asking thoughtful questions is so important. It shows curiosity. It shows you're engaged. It shows you're thinking beyond simply getting a job. You're trying to work out whether it's somewhere you'll genuinely enjoy building your career. The Little Things Are Often the Difference People sometimes ask me what makes one candidate stand out over another. There usually isn't one big moment. It's a combination of small things. Turning up on time. Researching the business properly. Knowing who's interviewing you. Listening carefully. Asking thoughtful questions. Following up afterwards. And yes, bringing a notepad. None of these things are difficult, but together they create a really positive impression. Hiring managers notice candidates who are prepared. I know I do. Preparation Gives You Confidence There's another reason I always recommend bringing a notebook. It helps you. When you've written down your questions beforehand, you don't spend the whole interview worrying that you'll forget something important. Instead, you can relax and focus on the conversation. You're listening properly instead of thinking three questions ahead. That confidence comes across naturally. Recruitment Is About People When I started New Chapter Talent, I wanted to build a recruitment business that looked beyond job descriptions and CVs. The best hires happen when skills, personality, values and culture all align. That's why I spend time getting to know both my clients and my candidates properly. Every business has its own culture, and every marketer has their own ambitions. Taking the time to understand both is what leads to long-term success. It's also why we've invested so much in supporting the wider marketing community through initiatives like the CMO Chapters Podcast, the CMO Collective Lunch Club, the Marketing Leadership Awards and the Marketing Mentorship Program. Helping people navigate their careers has always been about more than filling roles. My Advice Before Your Next Interview If you've got an interview coming up, don't overthink it. Do your research. Write down a few questions. Take a notepad. Listen carefully. Be yourself. Sometimes it's the simplest habits that leave the strongest impression. Frequently Asked Questions Should I bring a notebook to every interview? I would. It's a simple way to stay organised, remember important details and show you've taken the opportunity seriously. Is it okay to take notes during an interview? Absolutely. Just keep them brief. The conversation should always come first, but noting down key points will help you reflect afterwards. What questions should I prepare? Think about the role, the team, the company and what success looks like. The best questions are the ones that genuinely help you decide whether the opportunity is right for you. Ready for Your Next Chapter? Whether you're looking to grow your marketing or sales team, or you're thinking about your own next career move, I'd love to have a conversation. At New Chapter Talent, recruitment has always been about people first. Taking the time to understand what motivates someone, what kind of culture they'll thrive in and where they want their career to go is what leads to the best outcomes. If you're ready for your next chapter, I'd love to help.