According to Keith Ferrazzi entrepreneurs, to make a good role in promoting growth for businesses, there are 3 simple lesson that a marketing manager should master.
Keith Ferrazzi is founder, CEO of consulting firm Ferrazzi Greenlight and training, and is the author of the book Never eat alone (titled Vietnam: Never Eat Alone). In addition, this business is 53 years old pen collaborates regularly with many prestigious business journals such as Harvard Business Review, Forbes, Fortune … Here are the latest posts Ferrazzi journal Harvard Business Review , sharing tips for marketing directors (CMO).
According to a study made by the consulting firm and sourcing high level personnel Spencer Stuart, 2018 is the year layoff mass marketing director of the company. However, frankly speaking, this is not a surprise for me. During the training for executives of businesses or taking over positions at Deloitte Consulting CMO and Starwood Hotels & Resorts, I have witnessed many groups fall into deadlock because the CMO.
Although the role of a marketing manager has been increasingly extended and modified over time, but it seems that members of the executive remains the notion that the CMO must be penetrated once nooks related to his role. Even so, in most cases, this way of thinking is the path to failure.
Instead of grasping everything, a CMO if you want to bring success to the organization, to do good role in promoting growth for business, and good governance 4 levers essential for growth below.
Brand management: governance, corporate brand development is the role and responsibilities of a CMO base. Apart from the task of building the strategy and confirms brand position in the market, the CSO also needs to be the creative juices flowing, as well as set out the development roadmap clearly brand: it is where to go to where and how to get there.
Product Marketing: To do this activity, CMO should possess the capacity to capture information, analyze reports from all sources recorded experience of corporate customers. Thereby, the construction of appropriate solutions and concrete, effectively supporting the product development department.
Data processing and analysis report: Emerging rapidly in recent years, in general, this is a skill sometimes go against the traditional role of a creative CMO. Requires precision, tight, this is the role fond of numbers and data sources, which many of them did not even exist until recent years.
Boost sales: Usually, this is not the main job of the CSO, which is the sole responsibility lies with the sales team. However, in many cases, failed to boost sales to become the “grave” of the CMO; for simplicity, profitability and sales is always the number one priority. That is why in some businesses, sales offices completely ignored marketing activities and control everything, leaving only brand management roles for marketers only.
And, while observing the cause of the dismissal of the CMO, I concluded that there were three major lessons, necessary for a marketing manager as follows:
- Aware of its responsibilities properly
You may spend a lot of time and effort for one or two content listed in the description of work – usually things that you feel really good. However, remember that you must be responsible for all of them. That is, you have to ensure that everything is operating fully, smooth, but not necessarily have to manually complete all. Trying to do everything alone usually only lead to failure.
You do not need to always be personally directing this or the other direction. If well coordinated, the solution will come from the other members. This may sound annoying, depending on your ego to how much larger. But a friend of mine used to say this, like playing golf, no one interested in the sticks you calculated to put the ball into the hole; because your destination does not matter how important you reach the destination.
- Develop complementary team
As a CMO modern, your team should include managers production, sales manager, head of strategy, personnel processing, data analysis, as well as individuals the most innovative companies and brand awareness of enterprises. And of course, indispensable CEO. The true success of an operator does not come from the report, which is based on team building capability and the ability to lead other members through soft power.