Professional services marketers, especially those on the lower tier of the marketing food chain who typically juggle several deadlines a week and also typically have the least control over their schedules, face a serious problem that can hamper career longevity. Burnout is a frequent problem, and from an employer's point of view, can be disastrous as it can lead to poor productivity and even job attrition.

I recently met with a coaching client—a marketing coordinator at a small firm—who had been steamrolled by back to back deadlines during the previous weeks. She was suffering from exhaustion, frustration, and obvious feelings of irritation and annoyance at her employer's lack of understanding. Her feelings were compounded by the fact that she is the sole marketer in her firm, which left her feeling alienated and alone. During our meeting, we came up with a few steps that she could take to prevent or at least ameliorate the effects of burnout in the future. Although deadlines and last-minute-requests are par for the course in this profession, there are some sanity-saving ideas that can help marketers cope in this environment.

Action Steps
The best contacts and resources to help you get it done

Talk to Your Boss

Discuss your schedule and deadlines, and together make a plan to tackle upcoming projects. Marketers often work directly under firm principals and owners, who have a huge amount of their own work and may not be aware of how much the marketing staff has on their plate. In firms with multiple partners, or without a large marketing staff, a lot of pressure can be placed on often young, inexperienced marketing coordinators, who don't have the professional savvy or even positional power to say no.

Weekly marketing meetings and mid-week updates are quick and easy ways for marketing staff to keep principals informed. Learn how to assert yourself with your employer, without sounding whiny or emotional. This is a critical workplace skill that will serve you well in as you move along in your career.

I recommend: Here's a link to a site on Interpersonal Communication Dynamics.

Take Short Breaks

In the midst of a full calendar and multiple deadlines, take short breaks and use that time to breathe, decompress, and find some humor in the situation. These will go a long way toward preserving your sanity and humanity under pressure.

I recommend: If you can get up and walk around (preferably outside), do so. If you're feeling tied to your desk, take a virtual break by surfing some humor sites or reading the newspaper. This will give you some perspective about your job and your place in the world. Hanson Dodge has a hilarious take on deadline management.

Plan Time Off

This is the best way career marketers can avoid long-term burnout. If you are a salaried employee and your employer offers time off comparable to the hours you've worked overtime, then you're ahead of the game. If not, you may need to sit down with your employer and negotiate an arrangement where you plan time off after a series of deadlines, or plan regular time off if you regularly work long hours.

Some folks find it helpful to take a full day (or several days) off following periods of heavy deadlines; others may prefer to leave an hour or two early. Pick a strategy that works for you, the demands of your job, and is palatable to your boss, and then make sure you follow through and actually take time off when you are able to so that it becomes a routine and so you have time to re-charge.

I recommend: The Workplace Fairness website offers are resource about Comp Time.

Join a Network

One of the most enjoyable things you can do, especially if you're a single marketer in a small firm, is to join a networking organization. These organizations can offer resources--in the form of reading materials, conferences, and educational programs--to marketers at all levels, and are a wonderful way to form relationships with your peers, find support, share ideas, and gain a deeper understanding of your chosen profession.

I recommend: Organizations such as The Society for Marketing Professional Services or the American Marketing Association provide members with wonderful resources on a national level, as well as regional chapter levels.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  The best advice to give any new marketer who is interested in doing this as a career is to find a mentor, preferably someone who has been in your position and understands the demands placed on you. This person can be in or outside of your firm.
• •  If you can't find a mentor, then talk to your employer about hiring a professional marketing coach to introduce you to the profession, identify resources for you to explore, give professional marketing advice, and meet with you on a regular basis to be your sounding board and give advice where appropriate.