What the marketing director should do

Wen/Caolijiang's fast changing marketing environment makes it necessary for learning to run through the marketing career. And how to turn other people's knowledge into their own knowledge, this is the key to learning.　　Whether you have become a marketing director or not, you need to have a clear understanding-to be a competent marketing director, you should think and work as a marketing director. First, strategic work, not tactical work. Zhang Feng, who has been a regional manager for three years in eastern China, has gained an annual business growth of 57% per cent during his term of office, 3 times times the average growth rate of the company's business, and recently promoted to the company's marketing director. After taking office, Zhang Feng to a regional understanding of the market, each to a market, Zhang Feng on the use of their experience to help regional managers to develop specific marketing programs, and then the implementation of the programme to give sustained attention. Zhang Feng found that its focus on the market business will have a significant increase, but due to energy constraints, although the average daily work hours of more than 14 hours, but still can not pay attention to all the market. In the end, the company's performance did not get any substantial progress.　　A year later, Zhang Feng was exhausted and sadly resigned. There is no doubt that Zhang Feng is a good regional manager, which is evidenced by his remarkable performance of the three-year regional manager and the market for focusing on the development of specific programs as director of marketing. However, as marketing director, Zhang Feng is far from mature enough. Generally speaking, due to the expansion of jurisdiction, different regional markets show obvious differences. If the marketing director is overly focused on the operations within the region, the likely results are as follows: 1. The director is still not managed, some of the areas of concern, the director familiar with the area may be better growth, and other regional poor, resulting in poor overall 2. Every place can only be a glance, it is more likely to be exploited by some ill-intentioned regional managers and business managers, and eventually the company's business is a mess; 3. Regional managers can not be fully played, the satisfaction of regional managers, the enthusiasm of the work decreased, accompanied by some of the regional manager's job-hopping, Boycott,　　Thus directly affects the Director in the Enterprise survival condition. The main reason for the failure of Zhang Feng is that he did not understand that marketing director is not a district manager, the content of the work, methods of work and responsibilities are not exactly the same. As a marketing director, we should focus on strategic marketing decisions rather than tactical actions.　　Specifically, marketing Director in strategy and strategy should pay more attention to: 1. Choice of target market; 2. Marketing mix strategy, such as product line of the overall combination strategy and specific product strategy; 3. Resource allocation in different regions; 4. Annual Strategy and Marketing plan development and supervision and implementation. Second, focus on future performance, rather than today's performance "Lee, this month can complete the sales task?"　　"In the April just over half, a quick consumer goods Enterprise General manager Zhang June saw sales records show this month sales task to complete 1/3, then to marketing director Li Ren asked." After receiving the generalBefore the phone, Li Ren has been worrying about sales this month: last month, in order to sprint sales, in the late two best-selling products held an unprecedented intensity of buying activities (Buy 3 to send 1), overdrawn a lot of markets, and this month how to do? "What else can I do?" In order to complete the task, or only to engage in promotional activities this recruit, but send something? Not really, just buy 3 to send 1. Li Ren thought, so he quickly decided to buy a 3-to-1 event after calling the sales manager and marketing manager. At the end of the month, the effect of the promotions, although much worse than the previous one, is generally quite good. "Finally the sales of this month to deal with the past, but also easy to half a month." "Li Ren thought ...　　A year later, Li Ren resigned after a marked decline in performance.　　At present, in the enterprise there are still many marketing director's main task is to plan one of the promotional activities and busy, in order to complete one months and one months, one quarter after another quarter of the sales task and work, sales indicators become its pressure on the chest of the big stone. However, while the sales performance of an enterprise should ultimately be the responsibility of the marketing director, does this mean that the marketing director must devote so much effort to the monthly sales and even to the monthly sales of all the work? The answer is obviously not, because these are salesman, area manager, District manager and even sales director should pay attention to the focus, and as the marketing director concerned more should be the sustainable development of enterprises, that is, the future.　　Focus on the future means that the marketing Director's focus is marketing strategy and marketing system, through the marketing strategy to grasp the direction of enterprise development is not deviated from the track, through the construction of marketing system to ensure the sustainable development of enterprises.　　Third, effective communication, integration of internal resources, to seek support from other departments of a brand computer company marketing director Yu to General manager Chen Xiao complained: "Production department and delayed delivery, resulting in our difficult to explain to customers, this is not conducive to our market expansion ..." Then general manager Chen Xiao to production manager Siao confirmed the situation, Siao complained: "This thing I have and marketing department said many times, they can not be arbitrary under the orders, according to our production capacity under the line." As far as you say this list is delayed, he gave it 24 hours from the order to the order. According to our company's equipment and production capacity, this time production is simply an impossible task, how can not delay it? ......　　I also agree with the point of view of sales, but this does not mean that the marketing department can not consider our actual ability to take orders, this can only destroy the reputation of our company ... Obviously, the reason for this happening is that there is a problem with the communication between the marketing department and the production department. Here, we are not going to explore who is not, but for Yu, the marketing director, from this case, he is incompetent, because he made the following error: 1. No understanding of the time period of production operations; 2. There is no real reason why the production department delayed delivery (or know, But he did not expect to be a member of the company's teamTo deal with this problem, typical of the egotistical performance); 3. There is no relevant departments to discuss how to shorten the delivery period of methods and means, Yu should be in advance and siao discussion, the current market requirements of our delivery time must be controlled in how long, you see the production department can do? What do we do if we can't? Even if we can't do it this time, are we going to do it later? So what changes do we have to make?　　4. The wrong way of communication, Yu took a direct communication with the general manager afterwards, not only because the responsibility of the matter is not in the production department and moved the stone smashed their feet, more importantly, this skipped the party's problem-handling method is easy to induce, intensify the contradictions between the two sides.　　As marketing director, encountered this kind of cross-sectoral situation, the correct processing procedures as shown in Figure 1, to ultimately through the construction of the relevant system, effectively coordinate the relationship between the various departments and work, to resolve or eliminate such problems occur. Four, to create a good working environment for subordinates two regional manager in the chat, A to B said: "I found that we have the best less officer, this finished things have to spend money, money now is really difficult ah, the company to audit this, audit that, tired of death." "B said:" Yes ah, I have the same feeling!　　We feel that the company does not trust our marketing staff in particular, the financial will be all kinds of expenses tube too dead, quote a little cost too difficult, originally want to do something for the company, but all kinds of procedures and the process of application fees is simply to buy the crime, forget it, can not spend not spend it ... A said: "Yes ah, can only be so ah!"　　But it's still sad. After all, this is not conducive to the development of the company, we and weeks (note: The company's marketing director) together hard to create the situation today, so that it was destroyed, helplessly watched destroyed but helpless, heartache ah ... This situation is very sad for the company, and its consequences can be disastrous. Although there are many reasons for this situation, no matter which one of the reasons for this state of appearance, for the marketing director, he has an unshirkable responsibility. As a manager of a business, you need to build an unlimited highway for employees--as long as you don't violate the rules, how fast you can run, but as long as you want to cheat, you have to hit the belt and get the car killed. Similarly, as a marketing director, it is necessary to build a highway for the people who work in the marketing system, rather than for the work of subordinates. Even if the obstacle is not set itself, but the other departments of the company, as the marketing director must clear the work for subordinates, on the one hand, can let subordinates happy work, on the other hand is to improve the efficiency of enterprises need. Remember: Setbacks in the company's internal frustration to the staff's enthusiasm for work is much greater than the external setbacks to the injury to employees.　　Therefore, the marketing director of one of the important responsibilities for the work of the subordinates to clear the obstacles to support the smooth work of subordinates. V. Team formation not political campaign money always because in a company good performance by competitorsB Company dug up to be a marketing director. From the beginning, the money has always been from the original company to dig old subordinates to the new company entrusted with heavy responsibilities. The general reason for the money is that if the new company and the existing personnel in the running-in, both sides need a lot of time to adapt, so that in the short term it is difficult to see the benefits, and if you can not quickly improve the performance of enterprises, then I will be difficult to obtain the approval of the boss, not　　Have to from the original enterprise will be some familiar talents dug, so as to facilitate their own work. After a year, the company's regional managers, district managers were always exchanged for nearly half of the money, but the performance did not grow very much.　　In the end, the money was always dismissed by the collective opposition of the business elders. The sum of money should be said to be reasonable in the end, he made a lot of substitutions to determine his fate in the enterprise. To change people on such a large scale, will inevitably result in the following results: 1. Hurt the interests of the group of vested interest in the enterprise, so that the business elders feel the crisis, it is bound to promote them to form a more close interest groups, common opposition to the money and the new deal, and constantly create obstacles, money always stepped into the " substitution → conflict → decree does not pass → substitution "of the vicious circle; 2. Business owners see the money is always constantly changing personnel, will inevitably produce doubt, what is he want to do? Want to control the enterprise? Suspicion arose, coupled with the generals of the elders, who eventually turned into discord, trust will be destroyed; 3. Even in the same industry as a direct competitor, because of the two enterprises in the resources, capacity, management norms, corporate culture itself there are differences, people from another enterprise jumped from the person is not likely to immediately create benefits for the enterprise,　　Everyone needs a period of adaptation, so even if the flow of people can bring some new horizons to the enterprise, but this kind of income is likely to be the fierce idea, behavior collision caused by confusion and offset. In essence, this involves the issue of corporate politics, but as the marketing director itself is the company's political many players in the game is important, marketing director must be in different relationship game for the development of enterprises to contribute. In fact, if the money is always used such a train of thought-according to the situation of the enterprise first set a test criteria, and then according to the criteria for assessment, through the assessment of the failure to find the competent, counseling, counseling can not be competent after the elimination, so it will not cause a large area of human relations Of course, some people will ask, the performance of such a heavy pressure, so slow action can keep up with the situation? In fact, enterprises can exist, development to the present scale, there must be its reasons, the wanton destruction will cause the imbalance of the organization's ecology, resulting in more confusion and control of the organization, through this step-by-step improvement of the way to advance the construction of the system is less risk, successful hope for a larger enterprise reform model. At any time, the enterprise faces the contradictions and problems are multi-level, multi-angle, many aspects, in fact, it is impossible to solve all the problems of the enterprise, therefore, the development of enterprises is to follow the cycle shown in Figure 2, as long as the key to seize the different times to askProblem and solve, can promote the sustainable development of enterprises. Vi. summing up, the author believes that to be an excellent marketing director, must do: (i) with overall overall vision, to use the vision of the general manager to look at the problem of enterprises. because: 1. Relying solely on the marketing department alone can not provide satisfactory service to customers, it is impossible to improve the performance of the enterprise, efficient marketing system, there must be strong support from other departments; 2. Only with the vision of the general manager, will not make a mistake of the egotistical, can understand the problems of other departments in order to effectively coordinate with the various departments　　, each system's relations, thus realizes the effective integration company resources, the correct implementation marketing strategy; 3. With the general manager's vision, for marketing director to develop a reasonable marketing strategy to lay the foundation. (ii) Develop a reasonable marketing strategy and lead the implementation of the strategy. There is no doubt that this is one of the most basic functions of marketing Director. In the formulation of marketing strategy, marketing director must be based on the external environment presented opportunities and internal marketing ability to choose the right target market, and then choose a reasonable marketing mix strategy (product strategy, price strategy, distribution strategy, promotional strategy). More crucially, after the establishment of the marketing strategy, the marketing director must create the conditions for the implementation of the strategy--must strive for resources within the enterprise, obtain the approval of other departments to the marketing strategy, and then provide a strong support and guarantee for the implementation of the strategy.　　It's about whether the marketing strategy is to become a dead or a real action. (c) Establish a reasonable team and develop team members. The competition of enterprises is the competition of talents, as marketing director, an important duty is to set up a team capable of fighting for the enterprise.　　In the construction of the team at least do the following work: 1. Pay attention to the reasonable collocation of personnel; 2. To cultivate subordinates to see problems in the perspective of Marketing director; 3. Set up a reasonable performance management system, and with the incentive system combined. (iv) Construction of the marketing system. If companies want to promote sales, perhaps the more urgent need is the sales director; If the company focuses on market opportunities and market strategy, perhaps more urgently needed is the market director. And the real marketing director, one of the most important tasks is to build and improve the enterprise marketing system, so that the various parts of the enterprise to better connect and efficient work, and finally truly achieve a partial to the system integration. Therefore, the marketing director must divert each business process and information flow and standardize, institutionalize, on this basis to clear each position in each process of responsibility and power, and eventually build a high performance marketing team. (Ph. D., Caolijiang, Wuhan University of Management)