Tips and Tools for Building a Marketing Team
The marketing department plays a vital role in promoting the business and mission of an organization. Although marketing needs vary from business to business, there are some essential positions you need for a successful team. Whatever positions you decide to hire, make sure they are positions that contribute the most to revenue-generating activities for your business. This guide will outline the structure, mindset and skills your marketing team needs to be successful.
You should start with a leader who understands how to translate the organization's business objectives into marketing strategies that drive revenue. The department should be built around a leader who understands that only part of his or her role includes the tactical planning and execution of marketing campaigns. Their greatest responsibility is building relationships with other department leaders and maintaining operational alignment.
A qualified candidate would have an extensive marketing background, solid understanding of the goals of the organization and a vision that aligns well with those goals. It also helps if this person has some skills or background in sales, because they need to understand the sales process, the products or services you offer, and the industry at large. If they don't understand how a marketing effort will relate to sales and the bottom line, a lot of money and time could be wasted. Read More
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Vice President of Marketing
A vice president of marketing's job is to get the word out about your business' products, services and deals. They highlight the company's best attributes, keeping a close eye on the competition and focusing on making your business superior. They also analyze trends, set prices and figure out new ways to promote the company's brand. Occasionally, the vice president of marketing will double as a company's public relations director by helping to write and distribute press releases and acting as spokesperson.
The role of the VP of marketing is very similar to that of a marketing director. As such, you'll have to determine if your marketing department has a need for one person to handle the larger vision and execution of your business' goals and another person to handle the day-to-day operations of the department. Read More
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Business Development Manager
The job of a business development manager is to improve your competitive advantage, build your name in your industry, and help decide what new items enhance your sales ability. They will either need to be smart about building a sales plan or you might consider retaining that job as part of your duties. The business development manager should be someone who already understands your business so they can market it and help you grow. If not, they have to be someone who learns very fast.
You can hire someone that is an expert at the business and expect him or her to learn the marketing and sales end of things. Or you can hire someone in your line of work with good networking and marketing skills and bring them up to speed on your particular product or service lines. Which one works best may depend on how tough it is for someone to insert themselves into your sales strategy, or how crowded the market is for your product. Read More
A marketing manager is responsible for finding and developing customer bases for your products or services. The marketing manager is responsible for designing and implementing the company's marketing plan.
The role of marketing has expanded to include some public relations responsibilities. The marketing manager may be responsible for developing contacts with radio, television and print media. Their role is to bring media attention to newsworthy activities, write and disseminate press releases or public service announcements and help shape the marketing plans for various departments or initiatives. Read More
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A marketing analyst should be skilled in researching target demographics. They are responsible for providing information and insights regarding customers, markets, competitors and campaign effectiveness to measure performance and support business decisions. The ideal candidate will have experience planning and managing various research projects and be able to work with senior management to interpret findings. The person should be knowledgeable about mail, e-mail, Internet, print and social media campaigns. Read More
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Social Media Specialist
Messaging is key to supporting the marketing plans set forth for the business. A social media specialist is becoming a standard position in marketing departments. Once you have determined your goals and set your budget you can hire someone who will effectively find and fill your niche in the social cyber world. This position should also be focused on the development and continuity of online and print communications. Read More
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In addition to working on specific projects and campaigns, a marketing coordinator can manage numerous marketing plans. The ability to pull together the various pieces needed to execute the plans is essential. This person is responsible for processing requests from other departments and staffing the marketing plans. They may also work with outside vendors to complete projects as well as support other staff as needed. Read More
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Marketing assistants can help arrange interviews, write press releases and monitor coverage of your product or service in the media. You can also use a marketing assistant to help develop marketing campaigns. A marketing assistant may also write copy, take photographs or film video for informational brochures or magazines, company newsletters and websites. They may also have various administrative duties throughout the day to support senior management. Read More
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