By Michelle Silva, Founder of The Savvy CMO
After years in the marketing trenches, I've come to realize something crucial: being smart isn't enough. As the founder of The Savvy CMO and a seasoned fractional chief marketing officer, I've seen firsthand how emotional intelligence (EI) can make or break a marketing career. It's not just about crunching numbers or crafting clever slogans; it's about understanding people – my clients, my audience, and myself.
What the Heck is Emotional Intelligence Anyway?
I first stumbled upon the concept of emotional intelligence back in the 1990s when Daniel Goleman's book hit the shelves. It was a lightbulb moment for me. Goleman (1995/2005) talked about five key components:
1. Self-awareness
2. Self-regulation
3. Motivation
4. Empathy
5. Social skills
In plain English? It's about knowing myself, keeping my cool, staying driven, understanding others, and playing well with people.
Expanding on this, Mayer, Roberts, and Barsade (2008) describe emotional intelligence as a set of interrelated abilities for processing emotionally relevant information. They argue these skills can be developed over time. In marketing, where understanding and influencing human behavior is paramount, I've found these abilities to be gold. Think about it – I'm in the business of persuasion and connection. How can I do that if I can't even understand my own emotions or read a room?
EI and Performance: It's Not Rocket Science
I remember when I first started prioritizing EI in my approach at The Savvy CMO. The change was like night and day. My productivity shot up, and I found myself connecting with clients on a deeper level. Why? Because I was more attuned to their needs, more understanding of their challenges.
There's a study by TalentSmart (2019) that says 90% of top performers have high EI. I'm not surprised. When I can navigate the chaos of client relations and keep projects moving in the right direction, magic happens.
This aligns with what Goleman, Boyatzis, and McKee (2013) talk about in their book "Primal Leadership." They argue that emotionally intelligent leaders create positive work environments. In my case, I've found that my improved EI has helped me create more positive client relationships and collaborations.
Client Relationships: It's All About the Feels
Let's talk about clients. I've had clients who were harder to read than a doctor's handwriting. That's where EI comes in handy. The Harvard Business Review (2017) published an article about how leaders with high EI are more likely to keep clients around. I've seen this play out in my own work.
Over the years, I've worked with countless clients – some real challenges from the get-go. One life coach stands out. Initially, every meeting tested my patience. But I decided to truly listen, not just to their words, but to the passion behind their vision. By genuinely empathizing with their mission to transform lives, everything changed. That difficult client became one of my biggest advocates. It wasn't about using coaching buzzwords; it was about aligning my marketing strategies with their values. This taught me a crucial lesson: in marketing, true connection often starts with simply listening, especially when the client seems difficult.
Riding the Waves of Change
Marketing changes faster than fashion trends. One minute it's all about print ads, the next it's TikTok dances. With high EI, I've found I handle these changes better. I don't just cope; I thrive.
Research by Korn Ferry (2018) backs this up. Their studies show that leaders with high EI are better equipped to manage stress and lead through change. I remember working on a major campaign for a wellness company. Talk about stress! But by staying tuned into my own emotions and the client's fears, I navigated the issues successfully. The result? A smooth campaign and a happy client.
Creativity and Innovation: Where the Magic Happens
Here's where it gets fun. Emotional intelligence creates an environment where creativity flourishes. For me, it's about feeling safe enough to throw out crazy ideas without fear of judgment.
Emotional intelligence also plays a crucial role in fostering innovation and creativity within marketing teams. Leaders who are attuned to their team's emotions and create a safe space for open communication can inspire creative thinking and problem-solving. In their book "The Progress Principle," Amabile and Kramer (2011) highlight how small wins and positive experiences fuel creativity. I put this theory to the test with an Employment Law/HR brand project. I executed a pilot webinar project that grew from 3 attendees to over 500 attendees in less than 10 months, generating over 4,000 new qualified leads. The result? A campaign that significantly boosted engagement. It was all about creating a space where I felt free to innovate.
Getting into the Customer's Head (and Heart)
At the end of the day, marketing is about connecting with people. It's not just demographics and data; it's understanding hopes, fears, and dreams. That's where empathy – a key part of EI – comes into play.
Konrath, O'Brien, and Hsing (2011) published a fascinating meta-analysis on changes in empathy over time. Their work underscores the importance of cultivating empathy in our increasingly digital world. I ran a campaign for a life coaching company once. Instead of focusing on fancy coaching jargon, I tapped into the real, raw emotions of the audience. Their struggles, their aspirations. Lead generation jumped significantly. Why? Because I spoke to their hearts, not just their heads.
Wrapping It Up
Look, I'm not saying EI is the answer to all of marketing's problems. But in my years in this crazy business, I've seen it make a world of difference in my work. It's about building better relationships with clients, rolling with the punches, sparking creativity, and really getting my audience.
As I move forward in this wild world of marketing, I believe that mastering my emotions and connecting with others will be key to my success. It's not just about being book-smart; it's about being people-smart.
Action Items to Consider:
Assess your own emotional intelligence using self-reflection or professional tools.
Practice active listening in client meetings to better understand their needs and emotions.
Incorporate empathy into your marketing strategies by focusing on your audience's feelings and aspirations.
Foster a work environment that encourages open communication and creative thinking.
So, what's your take on this? How has emotional intelligence played out in your marketing adventures? I'd love to hear your stories and insights. After all, we're all in this together, trying to make sense of the beautiful chaos that is marketing.
Want to learn more about emotional intelligence in marketing leadership? Comment or visit my website to book a call at www.thesavvycmo.com You may also discover more insights and resources while on my site to enhance your relationships.
References
Amabile, T. M., & Kramer, S. J. (2011). The progress principle: Using small wins to ignite joy, engagement, and creativity at work. Harvard Business Press.
Goleman, Daniel. (1995). Emotional intelligence. Bantam Books.
Goleman, Daniel. (2005). Emotional intelligence. (10th anniversary ed.). Penguin Random House.
Goleman, D., Boyatzis, R., & McKee, A. (2013). Primal leadership: Unleashing the power of emotional intelligence. Harvard Business Press.
Harvard Business Review. (2017). The benefits of emotional intelligence in the workplace. Retrieved from https://hbr.org/2017/02/emotional-intelligence-has-12-elements-which-do-you-need-to-work-on
Konrath, S. H., O'Brien, E. H., & Hsing, C. (2011). Changes in dispositional empathy in American college students over time: A meta-analysis. Personality and Social Psychology Review, 15(2), 180-198. https://doi.org/10.1177/1088868310377395
Korn Ferry. (2018). Emotional and social competency inventory (ESCI). Retrieved from https://www.kornferry.com/insights/this-week-in-leadership/emotional-social-intelligence-leadership
Mayer, J. D., Roberts, R. D., & Barsade, S. G. (2008). Human abilities: Emotional intelligence. Annual Review of Psychology, 59, 507, 536. https://doi.org/10.1146/annurev.psych.59.103006.093646
TalentSmart. (2019). Emotional intelligence and performance. Retrieved from https://www.talentsmart.com/about/emotional-intelligence.php
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