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Much of the owner-manager's focus will be on getting the best out of the team. Managing sales represents a never-ending challenge:
Many employees are naturally reluctant to sell, so continuous motivation and support is essential.
Incentive schemes typically form part of this process. But poorly-planned incentives can lead to undesirable behaviour (eg excessive discounting to win sales) and unhealthy competition within the team.
Salespeople naturally focus on sales (rather than, say, customer service or admin). Other marketing tasks may not attract the attention they should. A separate marketing support employee or team can help overcome this.
Salespeople may be highly rewarded compared to other employees, sparking jealousy and conflict. Consideration needs to be given to how marketing and sales work together, and what recognition marketing employees get for their contribution to performance.
Just like sales targets, marketing goals and KPIs need to focus on facts, figures and conversions - not how pretty your social feed or new advertising campaign looks. While you should always recognise well-presented work, any formal recognition (and financial incentive) should be tied to your overarching business goals. As a general rule of thumb, reward performance over presentation.
To ease any tension between teams, managers should make sure everyone understands the relationship between risk and reward. Salespeople usually have more opportunities to earn bonuses and commissions due to the higher level of risk in their role. Making this correlation clear to marketing team members will allow your benefits system to appear fairer across the board.
Your marketing team also needs continuing management. It's easy for a marketing activity, such as maintaining a presence on social media, to become an end in itself. You need to make sure that marketing employees are focused on how they are helping achieve your business objectives.
Having a working vision document is a great way to remind your marketing team of why they're creating a campaign. This document should be accessible to every member of the team, including those in marketing.
Monthly reporting may also help creatives put their work into an analytical perspective and remain accountable for their work by asking questions such as:
How does my work perform compared to our competitors?
How many conversions has this piece of work driven?
What is the ROI of this marketing project?
While managing sales and marketing employees is likely to be a daily priority, it's essential to step back from time to time and look at the bigger picture. New competition and changing customer demand mean that your marketing strategy - and how you execute it - needs to be kept under continual review.
Marketing covers a vast spectrum of duties within a business, from the promotion of products and services right the way through to analysing data and setting strategy for how a company is going to grow.
Because marketing can have a profound effect on every element of a company and the way it operates, marketing management is a very responsible role. Primarily the marketing department exists to find new ways of generating revenues and customers aligned with the fast-moving pace of technology, as well as optimising and modernising traditional marketing methods.
A creative mind and a head for business are essential to succeed in the role of a marketing manager. Strong communication coupled with the ability to lead and motivate a team are considered core skills for this position.
Marketing management is an available and accessible career path for anyone at any stage in their career, and salaries for marketing managers are generous. For those seeking to progress quickly, senior marketing opportunities are plentiful, with wages and benefits increasing with experience and level of responsibility. Most importantly, marketing management is a fun career choice; it can offer the potential to travel, handle luxury goods and services, attend large events, and even take part in new technology trials.
Discover insights and advice from experts who are currently doing the job. Here, we’ll delve into the details of the role, the skills and qualifications you’ll need, and explore marketing management careers.
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