The Story Behind a T-Shaped Marketing Leader: How Tami McQueen Built a Career on Versatility, Vision, and Growth
In this article, we explore the career journey of Tami McQueen, CMO at BIP Capital, and uncover the lessons that shaped her into a T-shaped marketing leader. From mastering diverse marketing skills to balancing depth and breadth, Tami’s story offers actionable insights for marketers aspiring to lead in today’s dynamic, results-driven environment.
From Early Career to Category Creator
Significant turning points are essential for a remarkable career —a pivotal point that shifts the trajectory of one’s professional journey. For Tami McQueen, that moment came during her early days at SalesLoft, where she had the unique opportunity to help create a category. “Being at SalesLoft with Kevin and having that opportunity to create a category is not something most people get to do in their career,” Tami reflects.
This experience taught her the importance of adaptability and innovation in marketing. It also laid the foundation for her T-shaped skill set—a combination of deep expertise in specific areas and broad knowledge across multiple disciplines.
The T-Shaped Marketer: Balancing Depth and Breadth
The concept of a T-shaped marketer is central to Tami’s career philosophy. A T-shaped marketer has deep expertise in one area (the vertical bar of the T) and a broad understanding of other marketing disciplines (the horizontal bar). For Tami, this balance has been key to her success.
“At the onset of your career, I highly recommend having your hand in everything,” Tami advises. “Understand how each element of marketing works into the greater organization.”
Key Skills in Tami’s Toolbox
Content Creation: Tami’s ability to craft compelling content has been a cornerstone of her career. From blog posts to social media campaigns, she understands how to tell stories that resonate with audiences.
Event Management: As the creator of SalesLoft’s Rainmaker event, Tami demonstrated her ability to scale experiences—growing the event from 300 to 1,500 attendees.
Brand Building: Tami has a keen eye for brand vision and execution, ensuring that every touchpoint aligns with the company’s identity.
Social Media Strategy: Her expertise in social media has allowed her to amplify brand messages and engage audiences effectively.
While Tami excels in these areas, she also emphasizes the importance of knowing when to lean on others. “There were many blind spots I had to learn to be dangerous at, but not an expert,” she says. “It’s critical to recognize when someone else’s expertise can complement your own.”
The Day in the Life of a CMO: Bridging Founders and Investors
As CMO at BIP Capital, Tami has a unique role that bridges two distinct audiences: founders and investors. “I have the unique opportunity to work with our founders as well as our investors,” she explains. “It’s all focused on the same goal and outcome.”
This dual focus requires a deep understanding of both marketing strategy and business growth. Tami’s ability to align marketing efforts with broader business objectives has made her an invaluable asset to BIP Capital’s portfolio of 65+ companies.
The Evolution of Marketing: Adapting to Change
One of the most striking aspects of Tami’s career is her ability to adapt to the ever-changing marketing landscape. “What worked back then doesn’t necessarily work now,” she notes. “You have to be in a state of constant learning.”
Embracing New Technologies
Tami’s willingness to embrace new tools and technologies has been a hallmark of her career. From the early days of marketing automation to the rise of AI, she has consistently stayed ahead of the curve.
“In the age of AI, you have to be on the bleeding edge of technology,” Tami says. “Be a student in your practice and teach your team along the way.”
Learning from Failure
Another key lesson from Tami’s journey is the importance of embracing failure. “Having the permission to change and reroute is a good skill to tuck into your toolbox,” she advises. “Early in your career, you might not feel that way, but it’s essential for growth.”
Career Advice for Aspiring T-Shaped Marketers
For marketers looking to follow in Tami’s footsteps, she offers three key pieces of advice:
Try Everything Early On: “Have your hand in everything at the onset of your career,” Tami recommends. “Understand how each element of marketing works into the greater organization.”
Find Your Sliver of Expertise: While breadth is important, depth is equally critical. Identify the area where you can go deep and become an expert.
Build a Complementary Team: Recognize your blind spots and surround yourself with people who can fill those gaps. “It’s challenging to let go, but it’s essential for success,” Tami says.
Conclusion: The Path to T-Shaped Marketing Leadership
Tami McQueen’s career is a testament to the power of versatility, adaptability, and continuous learning. By balancing depth and breadth, embracing new technologies, and building strong teams, she has become a leader who not only drives growth but also inspires those around her.
For marketers aspiring to follow in her footsteps, the key is to embrace the T-shaped marketer mindset, prioritize constant learning, and align your efforts with broader business goals. In doing so, you’ll not only achieve success in your career but also make a lasting impact on your organization.
