We previously described the Change coach as follows: helps the client to achieve business objectives at process level and to (further) develop growth teams.
The Change coach helps to optimize team dynamics. It is a 1-on-1 sounding board for marketers and combines substantive knowledge with a strategic helicopter view and coaching skills. In this way, the Change coach is able to optimize marketing processes from an integral approach. This can be done within teams and with customers.
To visualize this role a little more, you can see the Change coach as an 'A-shaped marketer' who:
Has highly developed strategic skills
Has knowledge of various tactics (has often been a T-shaped marketer himself)
Can connect strategy with tactics (does not email id database free download remain in an ivory strategy tower, but can advise and think along at process and material level)
Has 'operational wisdom' (does not carry out the execution himself, but knows how to optimize processes in a smart way)
The image below summarizes the above:
Change coach image
Source: Christiaan Slierendrecht / DigitalGrowth.
The Growth Enhancer anno 2025
The other spin-off of the Growth consultant can be seen as a 'Growth consultant on steroids'. This is not a specialist, not a generalist, but a 'growth accelerator' who integrates AI into the T-shaped profile. Let's call this marketer the 'Growth Enhancer'. Think of skills such as 'Prompt engineering' and 'Visual composing'.
For the T-shaped profile, the two skills below are options for enriching the profile or as separate specialisms.
1. Prompt engineer
There are several qualities that are needed to become a good prompt engineer . On the one hand, this lies in asking the right questions and on the other hand, logically building the solution that you would like to see solved by the computer (read: AI).
2. Visual composer
The qualities needed to become a good visual composer lie in understanding all components that have to do with visual communication. Think of text, audio and image. You can then translate these into a step-by-step plan for the computer (read: AI).
If you combine these two disciplines in a Growth Team, you actually have a marketing team 'on steroids'. You can scale this without the labor costs increasing significantly. In addition, experimenting with content in one go is a lot more efficient, which shortens the feedback loop to the organization.