What does the marketing department in the company do. Creation of a marketing department. Which companies need a full-time marketer or marketing department

“No matter how good you are, dexterous and lucky, your business and his fate are in the hands of the people you hire.”

Akio Morita, founder of SONY. Annual turnover of $ 86 billion.

Since the relatively recent time in the world economy, a new time has come - the time of the consumer. In order to succeed in a highly competitive market, it is not enough to understand the needs of the end customer. It is necessary to act in advance. It becomes more profitable for race participants to produce a high-quality differentiated product, the cost of which will be relatively low, and it will be sold in huge quantities. And it is precisely due to the high commitment to the brand and the huge sales volumes that these companies continue to operate quite successfully. When developing a marketing plan for such products, it is worth considering the enormous competition and diversity in this market segment, as well as the incredible speed of change. Accordingly, much more effort is required to overcome competition and bring the product to higher positions in the desired market segment. The new economy requires making decisions in a new way - faster, bolder, more active.

There are many books on how to make a million. Did it help many? How to really form an incubator of marketing ideas - no, not to declare it at the meeting, but really go and do it? Those directors who are younger naively try to master the brainstorming tools. Go to the marketing department and look at the floor. The floors of Russian companies are strewn with dead ideas ...

It is not brainstorming that gives rise to ideas that blow up the market, but an attitude towards marketing. Everyone, every manager, and the general director is responsible for this attitude.

It will be difficult for Russian companies to abandon the traditional paramilitary governance structure. It is difficult for us to imagine a CEO who gives up his tight control, paralyzing everything and everyone at the firm, right up to approving office paper bills and mock up tiny advertisements. It’s hard for us to imagine a CEO who is thinking about owning a market, not about owning equipment and factories. And you have to. Because it is the new marketing-oriented, small, rapidly changing companies that gain an advantage over the old-mode, albeit large ones. Remember where the mega-brands of the nineties are now: Invite +, Love is, Flagship, Doshirak. Where is such a colossus on the clay feet of the food industry as the “Russian Product”? In the FMCG market, they are already a myth. All of them were struck by acute marketing failure. Charles Darwin said: "It is not the strongest or the smartest that survives, but the most susceptible to change."

Creation of marketing departments

How to create a marketing department in your company, who should be hired, why is there such a big turnover in marketing departments, what are the most common mistakes and how to avoid them, are “personnel really solving everything”?

The staff turnover in the marketing departments of Russian companies has become a byword - has become the subject of mandatory questions during a job interview. There are several constantly encountered mistakes when recruiting staff in marketing departments. Let's look at those that are sure to meet in your work.

There is no understanding of the real functionality of the employees of the marketing department. This is because there is a big gap between scientific theory, built mainly on Western models of management, and the realities of Russian business. So, in Russian companies, the strategic marketing almost always takes over the managing owner. The functions of tactical marketing are reduced starting from the organization of advertising, smoothly flowing into the mythical support of sales, and then they all fade away at the stage of preparing business cards.

Thus, the manager finds himself between the desired theoretical functionality, unfortunately not implemented in most companies at this stage of the enterprise’s development, and the actual one: “girl - give it, bring it, go out.” In order to make it easier for you to consider the possible functionality of the marketing department, I have prepared a diagram illustrating possible directions. First, you should always decide on the functionality, structure, and only then look at the candidates. In Russian companies, it is often recruitment and interviews that are conducted first. And then they carry out the calculation of the wage fund, decide on the effectiveness of the unit.

The above diagram shows the most complete version of the structure and functionality of the marketing department. It will be better if you create it in stages. Of course, correlating with the available capabilities. The most correct way to form a department is to have an approved strategic marketing plan based on specific marketing tasks, and not because it is fashionable. Therefore, it is wiser to always start from the position of leader, and not vice versa.

The selection is made on the basis of incorrect selection parameters. When I see the list of requirements for a marketing position, I understand that they plan to release these people into outer space without a spacesuit. Knowledge of French, Spanish and Ethiopian, crawl skills, at least 30 years of experience in business exclusively in a leadership position, at the age of no more than 25 years old - this is far from a complete list of nonsense that I see in published vacancies today. The head of the company approved this list and considers it really important? And by what parameters should be selected? The most dangerous of these parameters are marketing education and product knowledge.

It may seem to you that I am exaggerating excessively, but believe me, the reality is even worse. Look here, what description of the vacancy I found today on the hh website: “Requirements: If the fact that the Company’s Revenue directly depends on the Marketing Director is indisputable; Thanks to you, the companies in which you worked have become much larger and better selling (and we will verify this); you yourself have successfully sold (preferably services) and help our customer service managers in this; You are young, active, ambitious, purposeful, ambitious, ready to learn a lot; Are you lucky in life? ... Then you were lucky again - we already really need a person who will lead the promotion in our Company - Marketing Director. We expect that under your leadership the Marketing Department will provide the Company with Effective advertising campaigns giving maximum sales; Effective promotional materials, including leading to an understanding by customers of the value of each of the services and the Company as a whole, and, most importantly, you will be responsible for ensuring that the Company's revenue far exceeds expenses. Interesting?! ... Then respond to the Vacancy! In response, we will send you online tests. In parallel, we will give you the opportunity to do it yourself and prove yourself at each site in the Marketing Department and will pay 25,000 rubles a month until you are ready. ”

I had to shorten the text of this verbiage. I deliberately did not begin to correct spelling errors. It is impossible to correct semantic errors, since in this nonsense it (meaning) is not. It turns out that the main task of the marketing director is to provide advertising materials that are not simple, but that lead to an understanding of value, not simple value, but each. What time! Have you understood anything? Believe me - I copied and did not change a word. As they say, comments are superfluous.

As part of a brief article, there is no way to detail the shortcomings in the level of higher marketing education and the teaching staff of most universities. Now, perhaps, only the lazy one does not throw stones towards the gray-haired teachers of Marxist political economy, who in one night absorbed the basics of a market economy and proclaimed themselves the next morning a guru in the field of marketing. Can you imagine that a certified pilot could not fly, a certified agronomist could not grow wheat? With marketers it is very close.

In my opinion, graduates of home-grown business schools are much more distinguished by arrogance and tediousness than purposefulness and hard work.

And what, by the way, should he be able to and where do they teach this? I want to give specific recommendations. Pay attention to the quantity and quality of further education: courses, trainings. Use the recommendations of company executives and fellow marketers. Do not use the advice of hiring professionals. The latter are interested in you becoming their customers. Product knowledge is the most common mistake in recruiting staff. Consider a specific example. A company manufacturing electronic components enters the market of electrical products for the end consumer, and hires a specialist with an engineering background without experience working with consumer markets. The specialist knows well how to produce these products, but is more likely to not succeed in gaining market share. It is necessary to select specialists not by the likeness of the final product, but by knowledge of the methodologies for working with markets. I could still understand the logic of looking for people from my own industry if the industry was a leader in marketing innovation.

During the selection of personnel I am guided by the concepts of “seed”, “soil” and “climate”. The record harvest in Spain, in the Mediterranean climate, does not at all give you a guarantee even for shoot emergence in permafrost conditions. A resume with an excellent education is just a “seed." A certain genetic potential. This is the amount of education and training that the candidate has invested in his own development. But “soil” and “climate” are the work of personnel and the owner. Unfortunately, human resources departments have turned into a mechanistic department that issues a plan for the number of resumes of candidates matching formal criteria. Sometimes among these criteria - only the size of the salary and experience with the same product, and sometimes even worse - the size of the salary and education. About things like MBTI, the conversation usually doesn’t even go into it. A simplified understanding of the role of HR, a lack of understanding of processes such as induction and familiarization with the corporate culture, a lack of understanding of the resources necessary to carry out various marketing tasks, is guaranteed to lead to staff turnover in the marketing department, as well as to disappointment of management in marketing opportunities in the enterprise . Swam - we know!

Compare your “vision” on the shore. Try to clarify your position as much as possible and find out the candidate’s point of view on key tasks. Ask yourself the key question: How will you feel when this person starts working for your direct competitor? It will be much better if you talk about your expectations from the job candidate. It is possible that your plans for a twofold increase in sales in two weeks are completely unrealistic in your industry, and perhaps sales occur every time before the New Year, regardless of marketing activity. By discussing your expectations with the candidate, you will be able to know your and his grades by key indicators, such as budget, lead time, deadlines. If your estimates differ by more than 30%, you will have to either review your Wishlist or look for other candidates. Want to hire a strong candidate? Be sure to say everything in the key: task - necessary resources - lead time. Do not waste time wasting stories "About your achievements at the previous place of work". These achievements were possible in the conditions of other “soils” and “climate”.

To create a stream of new ideas, an atmosphere is needed so that everyone feels that he has the right to make his proposal. Its creation requires a working environment in which psychological barriers are removed.

Over the course of about twenty years of my work at FMCG, I have been interviewed, probably more than a hundred times (and now I continue to go through them). But in ninety-seven cases out of a hundred, I had to listen to the rants of the head of the enterprise about how he created the company, how wonderful and successful it is and what he thinks about taking over world domination in the near future.

The candidate for the position, apparently, is evaluated on the basis of how convincingly and expressively he showed with nods his approval.

When forming a marketing department, you need to consider many factors. The company’s ability to introduce new specialists to the position, technical support of specialists, the company's ability to provide a competitive level of remuneration, remoteness from production, availability of the necessary databases, ownership of employees, types of employee motivation, the need for relocation, what we outsource and what not, the effectiveness of our own design bureau and many, many others. Your first task when creating a marketing department is to say decisive NO to marketing theorists. Well, if, of course, you do not want your company mired in plans, reports, instructions, presentations, approvals, budgets. Of course, this will not create a single brand, sales will not begin in new regions, you will not learn anything about the consumers of your products and will not get a clear development strategy. Nothing. I recommend that you take a closer look at those marketers who made major mistakes. Why? The answer is obvious (at least to me). They see the target, they shoot. Got it or not, for me the question is secondary. But they charged! They understand where to beat and how! They act, damn it! They act, despite all the obstacles of bureaucracy, lack of budget, lack of support from the leadership, staff turnover, lack of analytical information, etc. They create marketing. They are - this is an action, not a bureaucratic addition to your bookkeeping. Those who did not make mistakes, as a rule, have a very attractive sleek resume, which recruiters like - girls at a tender age.

I am convinced that you, like me, think that mistakes are only an opportunity to start initiatives again, but more competently. Steve Ross (Time Warner) said: "If an employee makes too few mistakes, he must be fired."

Many marketing directors, trying at all costs to stay in office, make a serious mistake. Initially, they give managers hard-to-fulfill promises and thereby doom their very good result to a negative assessment.

Who would I beware of yet? Mathematicians. Those who believe in the existence of a demand formula. Those who think that everything can be calculated need only substitute the coefficients. Higher mathematics and physics are very good and high-precision sciences. The only problem is that marketing does not apply to them. In marketing, the old adage “measured - count done”, unfortunately, takes the form “measured - count invented”. “Not everything that can be counted counts, and not everything that counts can be counted!” It's hard to argue with Albert Einstein. Marketing is a way of thinking and attitude to business. Consumer-oriented attitude. Marketing is an almost innate tendency to innovate and thirst for change. The desire to accept the challenge, the desire to learn. Ability to formulate an idea and thoughts. Passion and determination, backed up by my experience and confidence. According to the results of the study (Cooper, K Sawaf, F. Executive EQ. USA. 1997), 82 out of 93 people who received the Nobel Prize in 16 years agreed that intuition played an important role in their discoveries. Marketing is, in the end, a life position aimed at the fact that the main thing in the company is not the boss, but his majesty the consumer. In Russian companies, however, the entire focus of employee behavior is concentrated, as a rule, on what the boss wants, and from here the whole staff is recruited from people "what you please" in an inclined position. Such leaders formed a new class of pseudo-marketers, whose main task is to print business cards to their boss on time, not to ask for a lot of money, and quietly and quietly expect a salary. Employment agencies are very fond of these — they have no breaks in their experience.

What distinguishes a solid good marketer from a genius? Only one thing: the ability to see the future. And as you know, the best way to foresee the future is to design it.

Always remember: when you change the head of the marketing department, this means only one thing - EVERYONE will have to wait about six months or more until a new person enters the rhythm and understands the situation. As a smoker describes with pleasure that he enjoys inhaling harmful smoke, and then describes the reasons why he will not smoke anymore, the head describes how he solemnly expelled the parasites-marketers, and now he is looking for a real professional. I would not be sure that in the near future his company will have a breakthrough in the market. This reminds me of a constant desire to find a new diet, a simulator that will help you become fit, or a magic elixir of youth. The doctor in the hospital prescribes treatment and sees what needs to be adjusted if it does not give results. The doctor in the clinic, having written out the prescription, as a rule, does not meet the patient anymore. Hospital doctors are valued much higher. Do not know why?

In 99% of cases, the marketer, six months after the changes, is already outside the company and does not see what impact his initiatives actually had. Failure to effectively complete projects in marketing is one of the reasons for this low reputation of the industry.

According to Spencer Stuart, a Chicago-based recruiting firm, the average tenure of a marketing director is only 23.6 months. The firm also found that if you take one hundred leading US companies, then only 14% of them have marketing directors who have been in office for more than three years, and half of all marketing directors have been in their position for less than a year. The average "cycle" varies depending on the industry, from 10 months in clothing companies to 34.8 months in financial services companies. Greg Welch, senior director of Spencer Stuart and author of the study, warns the recently appointed CMOs, "understand that the wick is already on and the honeymoon does not last longer than a few months."

When they ask me, by what criteria do I select staff to my department. I always answer: "In addition to all of the above, hard work is needed." It is so simple that people are always disappointed to hear such an answer. Kemmons Wilson (the creator of the tourism business who never received a high school diploma) said this well when speaking to graduates of his school on the occasion of the end of the school year: “I have not received any academic degrees and have only worked for half a day my whole life. Perhaps I will advise you to do the same. Work half a day every day. And what exactly is half a day, it doesn’t matter ... the first twelve hours or the second twelve hours. ” We all want to believe in Cinderella, but true marketing success comes only with extensive practical experience. The best marketer is a combination of talent and experience. The fairy put him in the cradle of talent, but he must gain experience on his own. Therefore, marketing is not a field for lazy people.

There is a common phrase "Cadres decide everything." If this were at least partially true, then HR departments would be the most status in the enterprise.

Do you have to pay a lot? Not. You have to pay wisely and efficiently.

Finally, dozens of candidates have been reviewed. Finally, a spark “slipped” and you managed to find a needle in a haystack. (More often, on the contrary: “I blinded him from what was, and then what was, I fell in love.”) You still decided to take a person. It will be immensely sorry if your dreams of global marketing superiority in the market are not fulfilled just because they break into a banal way of life.

When selecting personnel, most Russian companies set themselves the task, as it were, by default: to “squeeze the candidate to the maximum” by salary. Never give these settings to your HR department. Not only have they already screened out candidates, choosing the worst on the resume, so you are also trying to select the worst of the worst at the finish line. The best candidates will definitely refuse when you offer them a lower salary than the one they expected. What savings does the marketing salary save you? Let's say 20, or even 40 thousand rubles. How much can a properly conducted advertising campaign increase sales? If you run a brand with a profitability level twice that of the current indicator? If studies show that it is economically feasible to abandon offices outside the Urals? How much can a company earn or, conversely, save? Perhaps millions of rubles, and possibly tens of millions, it depends on the turnover of your company. The numbers are not comparable.

If you still managed to “squeeze” the candidate (most likely, it was the worst), then now he is still further suppressed (demotivated). I represent the mood that reigns in your marketing department. With this approach to the formation of marketing, I would not put a cent on the future development of your marketing.

The question "How much?" Is discussed quite often. Oh, so sorry. I would rather not discuss “How much?”, But “How?”. In this, in my opinion, lies a huge saving, efficiency and long-term result. Not only how much to pay, but also how to pay?

The question is not in the eyebrow, but in the eye. In this question, I am not afraid to seem to depart from a direct answer. I have no definite answer. At first glance, the most logical recommendation would be: "Pay more." But no. Not so simple. It seems to you that you can qualify for the best personnel in the industry. This is not entirely true. Your status as an employer in the industry is always more important. The higher your reputation as a reliable employer, the more opportunities you have. On the one hand, you have the ability to lure. On the other hand, the question arises - who, where, and how this person will fit into the business system. (Sad experience shows that most likely it will not fit in, but you will lose time guaranteed.) The next question is - how much to pay? 3%? I suppose not. An essential person perceives an increase in income of 25% or more. By the way, how will your acting directors react to the fact that a smart guy has appeared who has not done anything for the company, but is getting twice as much? But I know how! No need to tell. Do you think that salary information can be hidden? Do not be mistaken: what is known to two girls from the accounting department, after some time is known to everyone.

Younger managers think that KPI (Key Performance Indicators), key performance indicators, will solve all problems. True, it seems to me that the words of the poet Galaktion Tabidze define this term much better: "We multiplied nonsense by numbers." Yes, I agree that this is a good help to improve efficiency and evaluate the work of production and sales. What is measurable is feasible blah blah blah (hereinafter - everywhere). But my life showed the fidelity of the converse statement: “Not everything that can be counted matters, and not everything that matters can be counted!” (Sorry, but I didn’t invent it, but A. Einstein.) degrees, but still it is an effective tool for monitoring and evaluating the work of finance and logistics. Tell me, what kind of KPI will you set for a musician to write a brilliant work, and for an athlete to set a record? (Strongly inspired by hundreds of elite SUVs donated to athletes at the last Olympics? It seems that these were the worst results in the entire history of Russia?) I will not even talk about the artist, architect, doctor. Tell me better, which KPI do you install for firefighters? And if a firefighter has already completed a monthly plan to save lives? Apparently, the rest will have to burn alive. But the maximum efficiency KPI achieved in the work of the traffic police. It is there that such clear, measurable indicators (plan for the number of protocols) lead to such incredible work efficiency.

In my practice, KPIs were invariably used not to inspire an employee, but to enable the CEO to freely pay huge sums at the end of the year to his relatives or friends. EVERYTHING, for nothing more. Talk with a consultant who specializes in managing people in companies, ask him if you can actually buy the right behavior.

I see that you still insist that I answer the question: “How much to pay?” I will answer. You will have to pay "on the market." A little less - if the company's reputation is good. Significantly more - if the reputation is useless. Even more if the general is absurd. It is necessary to constantly monitor specialized recruiting sites - they often publish summary tables on salaries.

Here are my tips that will help you pay wisely, and most importantly - do not overpay in vain:

1. Set a fixed salary for the marketer in accordance with the data for your industry. Make an adjustment for the status of the company and the reliability of the employer (for Russian companies, immediately add 20%, do not amuse your vanity).

2. Set annual key goals for the employee. Moreover, the goals should be approved by you only jointly (inseparably) with the "Resources" section. An ideal option is to discuss such a concept as authority: how do you understand it, and how is the future employee. (I draw your attention to the fact that when setting goals, you must first work out the “Strategic Planning of the Company” block and communicate the goals of the company to the employees; otherwise, you will get the situation “swan, cancer and pike.”)

3. It will be much better if the employee himself prepares his goals after a 2-3-month immersion in your "harsh reality", and not on the second day in the company in a state of "traumatic shock". Feel free to say that you expect another from him, if so. It’s better to leave now than after nine months and start the selection from scratch. Goals should never be more than 6. Ideally, if less than 3. Among the goals can be weights. Measurability, reachability, etc. - by itself.

4. Having a very large annual bonus for fulfilling goals is not necessary at all. But the presence of goals and bonuses themselves is mandatory. (Pay attention to the difference.) Practice has shown that in Russian companies the annual bonus is most often a demotivating factor. But in large Western companies, where everything is spelled out and detailed to the maximum, KPIs work successfully. It is mandatory that the size of the annual bonus (if you entered it) when fulfilling the goals should be exciting. Employee, not you! Should a company, in fulfilling all its goals, get such a gap in the market that paying an annual premium will only become a tiny fraction of the profit (and not necessarily for this year)? That would be too easy and understandable. But this happens infrequently. In practice, everything will look much more complicated. Example: marketers introduced a round-the-clock quality hotline of 8,800 throughout the year. Calculate how many years and how much the investment will pay off? Difficult? Almost unrealistic. Unfortunately, in marketing it is “measured” - it always takes the form of “invented”.

5. For some reason, in Russian companies, employees are always dismissed a few months before receiving an annual bonus. Apparently a coincidence.

If the personnel department still persuaded you to go along this unsteady path, then ensure maximum transparency. By the way, I formed effective marketing departments in companies without using such a tool as annual bonuses at all. And I worked in companies where there was such a tool, but all employees of the department were looking for a new job and dreamed of quitting. Interesting fact.

Most companies do all of the above. If you fulfill all five points, then you just got the right to become one of the market players - nothing more. Want to get ahead of your competitors? Here's what you need to do to get around them:

6. Enter the bonus without prior notice. Give a bonus (preferably in the amount of salary) for a good performance of daily work. For example, for a well-prepared exhibition or a stunning result of an advertising campaign. If you cannot find reasons, this is a sign of your incompetence as a leader. There should be from two to three such bonuses during the year - no more! It is important. Give her (so beloved by you) black cash in an envelope - right in your office - right now. The only way!

7. Use motivation trainings. Send semi-annually to training in the specialty: brand manager - on brand architecture, advertising - on the effectiveness of advertising. There are a lot of such trainings now! But most importantly, ask for a list of what will be implemented. This will be a pass to the next training. Do not overdo it - no more than once every four months, otherwise you just will not have time to implement what they will teach there (unfortunately, more bad). For some reason, over the 17 years of my work, I have not met a single leader who would tell subordinates: “Go to training (the company will pay) and put into practice everything that you will be taught there.”

8. Actively use non-verbal communication and intangible motivation. The status is manifested not by the size of the salary, but by the workplace under the stairs and parking in the wasteland with stray dogs. Plant marketers on your right. The first question for any sentence is: “How does the marketing department order?” Never use the marketing department either for congratulations on anniversaries, or for preparing a new year, or for moving. This is your intellectual elite, not laborers.

9. Introduce a democratic style of behavior and work in the marketing department. To create a stream of new ideas, an atmosphere is needed so that everyone feels that he has the right to make his proposal. Its creation requires a working environment in which psychological barriers are removed. You don’t have to pay for this at all, but people will want to work for you. This is not so easy to achieve, you need to carefully choose a leader. But if it succeeds, ideas will hit with a fountain.

10. Give your HR department a tough and ultimate form to make friends the marketing department and the sales department. Let them think around the clock how. What tool they choose - night rafting on mountain rivers in kayaks, hiking in a pub on Fridays, landing everyone in the same office - it does not matter. For you, only one result is important - “They are friends and are friends of families!”, Nothing else.

11. Insert one or two points from the sales area (preferably merchandising) into the key goals for the marketing manager, and put one or two points from the marketing area to the sales manager. In fact, prove to them that your requirement to interact, and not to collect incriminating evidence, is not empty words. All is serious.

12. Require the director of marketing (if not, then yourself) to organize a library in the marketing department. Give reading assignments - organize meetings once a month, demand a list of what will be introduced. This will be an endorsement for the purchase of new books. To help you, I made the section "My Marketing Library" - so you do not have to buy everything.

13. Since your marketers have advanced significantly in professionalism over the year, increase salaries the next year. In the first three years of operation, at least 10% per year plus industry average growth.

14. For the marketing director and the commercial director, consider participating in a profit. This is not necessary at all, but it "cements" almost tightly - you will not be afraid of any luring. The main thing - do not be late: it is always better to dig a well before you feel like drinking! By the way, how will your growth rates change if they work for your competitor?

15. Do not be shy to use trivial motivational tools: letters, handshakes (kisses are better not necessary). They do not cost anything - but they act, damn it! Especially for ordinary employees who are not spoiled by the attention of management. Suddenly rush into the marketing department to ask marketers whether they are doing well and giving enough money to develop the company. I am not kidding. Nothing forces marketers to work like a sense of need.

16. If suddenly a certain direction of marketing is closed, never fire a person, suggest that he try his hand at sales or somewhere else. Never declare (this is important), but try to comply with the tenet of lifelong hiring. Bear full moral responsibility for each employee you hire. This is the most powerful and long-acting among the motivators I know. If you treat people like garbage (you need - you took it, you didn’t need it - you threw it away), then no salaries will help you.

17. When hiring a manager, give preference to a man. According to my surveys, 90% of employees in the marketing department (of which 90% are women) would like to see a man as a leader. In my experience, 50% of candidates for an interview position cite a conflict with a new leader, a woman, as the reason for the transition. Even if you have to pay a man a higher salary, it will still pay off (all - now all women will hate me)!

18. In my experience, more than 50% of marketers want to see a manager as extremely competent and want to learn from him, despite the lower salary. If he is your star, then instruct him to read the training for the marketing and sales department once every six months. Let everyone see how smart he is (or vice versa). By the way, this also will not cost you a dime.

19. If your company in the same position pays twice as much, do not immediately set this level. First, increase your salary by 30%, after completing the probationary period add another 30%, after another six months. Believe me, this approach stimulates more. The salary level over the years greatly loses the ability to inspire people.

Once in my practice there was a case when they raised my salary after about two weeks of work :-). I have not worked in any company for as long as there, and now I remember her with love!

This was only once in my life :-(.

I don’t want to agitate you to pay more, but I noticed one interesting feature. Sam Welton in his book “Made in America” (I am convinced that you read this amazing book), already being a cancer patient, he wrote that he did not regret that out of his twelve planes there was only one supersonic one. Here is what he says: “Looking at all these satellite dishes on our buildings, or hearing about all these computers, or watching some video about our laser-controlled distribution centers, don't let yourself get confused. "Without our managers, each of whom perfectly matches his position, without our ordinary associate employees dedicated to their work, without our drivers, all of the above equipment and a penny are not worth a damn."

But he sincerely regrets one thing in his book. He says that if he had the opportunity to live life anew, he would have repeated everything except one. He would pay ordinary employees more ...

Tops Choice

If you intend to hire a marketing director, focusing on the size of the salary, then this is about how to look at the wrong end of the telescope. You should not care how much you invest in a month, but what will happen at the exit, which processes will be initiated and what the result will be. Remember: if you can effectively use at least some of my recommendations, the first and fifth paragraph will be of less and less importance to you, and then even a line of people who want to work in your marketing department will appear.

The marketing director must have extraordinary ability to strategic vision and at the same time have the skills of effective tactical management. He should have the ability to analyze, analyze many marketing indicators, such as market share, shelf price, “walk-off” from the shelf, brand recognition, percentage of repeat purchases, balanced and numerical distribution. It may seem that the marketing director only studies and evaluates many parameters, but this is not so. A marketing director’s job is to make decisions based on data analysis. To make decisions, one trend analysis is not enough. You need to spend a lot of time and energy studying consumer behavior and describing target segments. You need to know the motives of the consumer’s behavior, all of his choice parameters, as well as be able to rank these criteria by importance for different target segments.

Not every person, even with an economic education, will be able to offer product differentiation. Simple, understandable, easy to convey. It is more a flair and an experience than a science. Knowledge is a mandatory parameter, but, alas, insufficient. Ask the musician how he manages to achieve a unique sound, the athlete, how he overcomes the extra centimeters that separate him from the rest. Only those companies with marketing directors have a future: high status of the department, systemic thinking, thirst for novelty, high decision-making speed, healthy adventurism and a spirit of experimentation. As Edison said, “genius is 99% sweat and 1% inspiration.” Therefore, you can’t just sit and wait for an idea. You need to be able to create incubators of marketing ideas. A good idea is just the result of the active management of the marketing department.

Times are changing rapidly, and now talent is becoming more important than capital. The marketing director often has extremely little material evidence of effective performance. The manufacturers gave out so many tons of products. Sellers sold for such and such an amount. Financiers spent money. (Lee Iacocca affectionately called them "little bastards.") Everyone worked in their sweat, doing really "important things": they cleared customs, ran around the banks, transported boxes from point A to point B. And what did the marketing director do? He recruited talented marketers into his department and inspired them with his own example. It may well be that at this moment he brings the company much more benefit than if he would do anything else. He thinks and seeks alternatives. This is the most difficult and at the same time the most important task that a leader can perform.

If you are able, encourage it. You pay your tops for seeing the whole picture, and not for fulfilling the plan. You pay workers to complete the plan. Do not confuse. Do not equate activity and effectiveness. Don't let Tops get bogged down in meetings and business trips.

The marketing director conducted consumer research. He analyzed how competitive the company's product is in relation to other market participants. He analyzed various positioning options. No tons and kilograms. Unfortunately, these days the marketing director has very few fast-moving labor results. It can be difficult to appreciate the creation of something truly special. What delights customers. However, he, the marketing director, and often, unfortunately, only he, is a champion of consumer interests in the company. And it depends on whether the company can survive in the long run. See for yourself, maximum production efficiency is achieved in the production of a single product. And the marketing director forces the company to produce more and more products tailored specifically for the needs of customers. In any case, marketing becomes the number one enemy of production. From a financial point of view, marketing is a very expensive department, while sales bring money every month. From the point of view of logistics, it is more efficient to serve few, but large customers, and marketing requires an individual approach to each. Well, how can one not suggest reducing the costs of the "empty".

Frequent staff changes, as everyone recognizes, is one of the main reasons for the deterioration of the quality of the product and services, the growth of customer dissatisfaction and the deterioration of the brand image. High staff turnover means that managers spend too much time hiring and training new employees, instead of taking on their core responsibilities. No one disputes that fluidity affects productivity and profits, at least when it comes to employees who communicate directly with customers. However, we do not know a single company that would admit that similar problems arise with the frequent change of marketing directors. We are willing to bet for money that if we were given access to Spencer Stuart information, we would find a direct relationship between industry results and the average “life expectancy” of marketing directors in it.

Most companies are struggling to improve conditions in order to keep employees in contact with customers, but when it comes to the position of director of marketing, the flow is as if implied by itself, it is almost institutionalized. For us, this trickle may be even more intimidating than the rest of Spencer Stuart's research. A revolving door in the office of a marketing director means a huge number of initiated and unfinished strategies and programs. This is bad for brands. This prevents the marketing from becoming more responsible - directors are fired before the strategy even has time to start being put into practice. This is bad for business. Moreover, this shows the continued focus on immediate results among senior executives who require radical improvements in one to two quarters. This is bad for everyone.

Some companies go so far as to pursue a policy of constant search for marketing directors, constantly looking for candidates, even if at the moment they do not feel such a need. There is no more powerful demotivating factor than expecting a stab in the back every day. In this case, the potential of any working person is zero - you just in vain monthly throw money away.

May 27, 2012 No comments

Many employees of the enterprise, seeing in the corridor of full-time marketers, ask themselves the question - what does the marketing department do? Some people think that behind this buzzword lies another sales department, but this is not at all the case.

Initially, marketing departments are created to achieve certain goals, including development prospects, as well as various economic issues of the company. In accordance with the above, the purpose of creating this department is to create recommendations on such areas of the company as:

- coordination of activities of all departments that are related to the implementation of sales;

- Given the current dynamics of the modern market, as well as resources, the definition of marketing policies for this particular enterprise.

Only then will this service work effectively, and not be just a fashionable appendage that does not carry economic benefits.

The main tasks of the marketing department include:

1. Implementation of a continuous analysis of factors that affect the company’s activities, as well as the results of its commercial activities and assessment of the state of the modern market.

2. Development of forecasts of the market share of the company, as well as forecasts of sales.

3. Development of pricing and product policies.

4. The choice of rational methods for promoting products, as well as distribution channels.

5. Carrying out market analysis (situational).

6. Development of current and long-term marketing plans for certain groups of products and for the enterprise as a whole, as well as coordination of the activities of all company departments in this area.

7. Development, together with the leadership of the company and other divisions of the strategy and goals of market activity in foreign and domestic markets.

9. Providing divisions, as well as the entire company as a whole, with market information (marketing information).

We hope you understood from our short article what the marketing department of the company is doing. In conclusion, it must be pointed out that this department is extremely important only when properly set tasks and in the presence of qualified employees.

Who is an analyst?

The modern list of professions is growing every day and the position of company analyst has recently appeared. This person is engaged in the analysis and processing of data and as a result makes certain forecasts for his company. In other words, the analyst takes the entire flow of information into the enterprise, structures it and presents it to other employees in a more understandable form for further actions.

In order to understand who the analyst is and what he does, you need to delve into this profession. His workflow is divided into certain categories, which he performs gradually and planned.

1. Receiving and processing data.
2. Making assumptions.
3. Verification of findings and corroborating them with accurate data.
4. Formulation of the conclusion.
5. Presentation of work for other professionals.

Some people think that this is boring and monotonous work, but it is not. This profession is very diverse and in practice there was not a single identical case. Understanding who such an analyst is, it’s worth noting that this is a very popular post today. Such a person can get a job in almost any organization, and at the same time receive a stable income.

Who is a systems analyst?

It is worth noting that this position is versatile. For example, a systems analyst works in the field of information technology and develops the moves of certain programs and installations. The entire technical process lay flat on his shoulders. Also, in the modern world it is worth knowing who a financial analyst is.

People with such an education make good money, because they do business with securities. Analysts at the financial level should be well versed in the specifics of their enterprise, own economies and money trading markets. This serious profession does not tolerate haste and carelessness, and therefore there are not so many high-quality financial analysts in our country.

To consolidate knowledge, it is worth figuring out who such a business analyst is. Now there are a lot of people with such a position. These people work in a narrow circle of specifications and fulfill the wishes and goals of the customer. Their tasks are to establish the activities of the enterprise, bringing it to new levels or meeting new profitable partners. Every modern enterprise should have an analyst, because they form a real system, unfamiliar to many.

Similar articles

What does the marketing department do?

In order to understand what place this unit occupies in the structure of the organization, as well as to know what the marketing department does, it is necessary to consider the range of tasks that its employees and the leader face.

What does the marketing department at the enterprise do?

So, at present, the employees of this unit may face the following tasks:

1. Analysis of the competitive environment and preparation of reports on this issue.
2. Search for information in various sources (Internet, printed literature, etc.) for other departments of the company.
3. Development of recommendations for the sale of company products.

Based on these tasks, it is already possible to understand that the main goal of the work of the employees of this unit is to analyze the various data necessary for the work of the sales department, that’s what the marketing department does in any organization that sells goods, and in an enterprise that produces any things. It is the marketer who determines how the sale of goods or services will be carried out, which segment of the market it is necessary to focus on.

Of course, in any organization, the specialists of this unit can be assigned additional tasks, for example, to analyze the personnel situation in the market, which is what the marketing department in the company is doing.

In the labor market in the IT sector, even in difficult times, demand exceeded supply. Highly qualified IT specialists are always in great demand. Here are the ten most scarce IT professions for which it is especially difficult to find a suitable candidate.

1. IT consultant. They play a unique role in the IT field and therefore must have a unique set of skills. It goes without saying that this vacancy is difficult to fill. It is worth adding that the work of an IT consultant is significantly different from other IT professions, because it is associated with constant travel and a busy schedule.

2. The project manager.   The biggest problem with project managers is PMP certification. Certified professionals need to pay good salaries and are hard to find. The main difficulty is obtaining a certificate. This is a vicious circle: to get it you need to be a project manager. Fortunately, Russian employers do not attach so much importance to certificates.

3. CIO.   It is very difficult to find a good CIO. He needs atypical skills for IT professionals. Companies have to hire good managers with poor (or absent) technical training or hope that the IT professional will master the skills necessary for effective management. It is difficult to find a person who has good technical skills combined with managerial skills and leadership skills.

4. Support service specialist.   The main problem of technical support is low salaries. Many would agree to work in technical support, despite the constant stress and requirements for technical skills, but only for a decent reward. Often, companies see tech support as an inevitable evil that requires money to maintain. And, unfortunately, they are right. Sometimes company revenues are so small that the cost of technical support can call into question the profitability of the business. Therefore, companies are cutting back the salaries of technical support specialists, and in a limited budget it is almost impossible to find a qualified specialist only if he urgently does not need a job.

5.

A highly specialized programmer. Developers who can write a good driver, operating system, mobile application, or other similar software are extremely rare, so they are always in high demand. Some types of software are so specific that only a few units can cope with this task. A lot of programmers are engaged in the development of other software (for example, mobile applications), but the high demand for this software forces companies to hire new developers.

6. Engineer of pre-sale support. This is another IT profession that, in addition to technical skills, requires a variety of talents and frequent business trips. Nothing can replace a product’s visual demonstration when it comes to closing a deal. In addition, this work is closely related to customer service, which many IT professionals do not want to deal with, especially when you consider that they have another job. A pre-sales support engineer needs to have the heart of a salesperson and the brains of an IT professional, and such a combination is difficult to find.

7. Developer of documentation.   This is not about bloggers, but about those who write user manuals or help files. Even if a company is willing to spend money on an editor of technical documentation, this task often falls on the shoulders of developers, because it is very difficult to find people who can coherently write in a language that is understandable to the end user and who understand the technical side of things. But a technically advanced candidate of philological sciences is not suitable here. It’s not easy to find a documentation developer, but even more difficult to find a good one.

8. Product Promotion Specialist.   These specialists are the face of the company when it comes to the technical side of the business. They make presentations at scientific and technical conferences, answer questions on web forums, keep blogs and establish contacts on social networks, and at the same time are at the forefront of technical developments in their industry. Few IT professions are associated with as many trips as a product promotion specialist.

In order to cope with his task, the candidate must possess technical knowledge and interpersonal skills, as well as truly love his job, company and its product. This means that a good specialist in the promotion of products of one company will not cope with the same work in another company.

9. IT copywriter.   Maintaining technical blogs is a relatively simple job, and many just do it. Although this can earn extra money. It is difficult to find people who will last long enough and become part of the team, because the authors, who had a lot of great ideas, in a month find that they wrote everything they wanted and begin to suffer from a lack of new ideas. The number of IT copywriters who can produce quality content from year to year is amazingly small. But these are just articles. The authors of the books are even more difficult to find.

10. Software Maintenance Specialist. As a rule, such vacancies disguise themselves as something else, since they are often associated with supporting applications that were written a long time ago and are already outdated. This work threatens to end the career of a programmer, so very few take on it. In an industry where advanced technology has become obsolete in a couple of years, working with an outdated technology means that you will be stuck with it for a long time. It’s also a terrible job. You will have to wade through endless lines of poorly documented code written 10 years ago. Typically, companies employ entry-level developers for this work, luring them with the phrase “work experience is optional” (because everything they know is not outdated anyway). Experienced programmers tend to avoid such suggestions. And those who agreed understand what they got involved in and that the longer they work, the harder it will be to leave, so they quit quickly.

Based on techrepublic.com

The main task of the marketing service is to determine the company's place in the market and find opportunities to take the most advantageous position in relation to competitors. This division serves as a buffer between the external environment - the market and the internal environment - the company. The result of the work of marketers is an increase in sales, which is considered the main indicator in evaluating the work of the marketing department.

In order for the marketing department to successfully implement its tasks, it is necessary to determine its place and authority in the existing organizational structure. The most effective structure is where the marketing department coordinates the work of the sales and advertising departments. In this case, marketers set tasks for advertisers and determine the direction of their activities, and they help sales managers to sell goods (services) through their activities.

Let us consider in more detail the main functions that a marketing department in an enterprise should perform.

1. Planning marketing activities.

When drawing up a marketing plan, the company's development strategy is first of all formulated. As part of this strategy, the main task is set for the marketing department (for example, access to the regions). It determines the time period during which the company needs to implement it, as well as the amount of financing. After that, the marketing department breaks down the main task into smaller ones, develops measures for their implementation and draws up a general plan, which must be approved by the head of the company. The usual planning term is one year. Then quarterly plans are written in more detail, and marketers, within the framework of the approved plans and budgets, quickly prepare each marketing event.

In terms of marketing activities in general and in the description of each task of the department, the expected result of future events should be indicated. For example, if the goal is to increase sales, it should be determined how much sales in monetary terms are planned to be achieved by the results of a marketing campaign.

2. Market research

In order to see their capabilities on the market, you need to have an idea of \u200b\u200bits main components. The market can be studied in two ways: collecting and analyzing customer information and exploring competitors.

Collection and analysis of customer information. The most effective way to study the consumer is through the joint efforts of the marketing and sales departments. The burden of collecting information rests with the sales managers. For example, marketers develop questionnaires, and sales managers collect information through them throughout their work with clients. Based on the questionnaires, the marketing department then adjusts both the company's actions in the market and the work with clients within the company.

Collection and analysis of information about competitors. In addition to the marketing department, this task is carried out by the sales department, security service, and sometimes other departments are involved (depending on the specifics of the business). The task of the marketing department is not so much collecting data about competitors as organizing the flow of information. Relevant information can be found both on the market and within the company (for example, units that can provide the necessary information). The marketing department should be able (after agreement with the management) to set tasks for other departments of the company and motivate the employees involved.

With regard to external information, our marketing department regularly reviews print publications, websites of companies operating in our market segment make visits to competitors. If something noticeable happens to someone, then marketers are sure to take this into account and sometimes use it in their work. Competitive price monitoring is ongoing. Pricing information is provided by the sales department; marketers analyze it and issue a weekly report in the form of charts, graphs in a specially designed program.

3. Pricing.

The marketing department must be involved in the formation of pricing policy. The close interaction between the financial service and marketers is very important here. Economists bid based on cost, and marketers based on market prices, competitor pricing policies, and company concept. The task of the marketing department is to find a price at which competitors will not be able to oust the company from the market and at the same time will not change for the worse the customers' idea of \u200b\u200bthe quality of the goods.

4. Positioning.

The positioning of the company (product) is carried out based on a compiled portrait of the consumer and analysis of competitors. The task of the marketing department is to develop a set of measures, thanks to which the company (product) will take its own, distinct from competitors and advantageous place on the market. Marketers must find, see (or come up with) a unique feature of the company (product). The marketing department needs to clearly understand how his company differs from other market players, which will make the client choose her. So, at the same prices for the same product, the decisive role will be played by service or payment terms (for example, deferred payment).

5. Assortment policy.

The product range is formed depending on the needs of the market, the financial condition of the enterprise and its strategic goals. The task of the marketing department is to identify (as a result of customer differentiation) which products and in what period of time are most in demand.

6. Development of new ideas.

A marketing department that studies market trends and understands its needs should be a generator of ideas to help develop new products. The task of marketers is to convey to the company what qualities the created product should have. Together with the technology department, sales, development and other marketing departments, it is necessary to hold round tables on new products. Long before the appearance of a product, marketers need to develop its design (for example, packaging), a distribution system, and consider an advertising campaign.

7. Increasing sales.

To increase sales, the marketing department should:

• - organize and manage advertising activities;
• - carry out activities to promote the goods;
• - maintain customer loyalty.

Organization and management of promotional activities. Sometimes the marketing department and the advertising department are different divisions with different managers. Sometimes this is one department, and its employees are divided into advertisers and marketers; this division may not be - much depends on the specifics of the business and the scale of the company. In any case, advertising without marketing does not work. The task of the marketing department is to set a goal and set the direction of advertising.

After the advertising campaign, the marketing department needs to analyze it. The analysis can be provided by the advertising department, or marketers do it themselves, but in any case, the report on advertising activity should go through the marketing service.

Promotion activities. Promotion includes everything that is not included in the advertisement, but contributes to the promotion of the company (product) in the market and, ultimately, increases sales. This includes the so-called BTL technology. . There is a legend about the origin of the term BTL (from the English, below the line - below the line). Around the middle of the last century, one of the leaders of a large company made an estimate of upcoming marketing expenses. Including standard elements in it (advertising in the press, on television and radio, the development of new packaging, etc.), he calculated the costs, drew a line and suddenly remembered that he did not take into account the distribution of free samples of goods and the costs of organizing a city holiday, where people will try the products manufactured by his company. I had to add these numbers below, that is, under the line. Since then, traditional or direct advertising has been called ATL (from the English, above the line - above the line), and other methods of sales promotion - BTL.

Promotion methods also include the organization of seminars, conferences, round tables, marketing campaigns, the organization and holding of exhibitions, sales, etc.

The task of marketers is to choose the tool that is more suitable for this business, and determine how to use it to realize the task. The basis of the department’s work is the search for interesting (sometimes unconventional) moves that allow not only to increase sales, but also to establish itself as a company that is not like the others.

Customer loyalty support. The task of the marketing service is not only to attract the client, but also to keep him: no matter how effective the advertising and promotion are, they are meaningless without the organization of work with clients. To do this, the marketing department is developing loyalty programs. A loyal customer is a customer who recommends your company to his friends, acquaintances, and himself, if necessary, re-contacts you.

The organization of work in this area (customer retention) also requires the training of company personnel and the creation of an environment within the enterprise that is maximally customer-oriented. Marketers must work with all the services that contact customers. First of all, it is a sales department ;, a service (technical support) service, a delivery service.

In our company, the marketing department evaluates the work of all client departments on a five-point scale. Competence, promptness of service, courtesy, appearance, punctuality of employees are taken into account. If the assessment is lower than “five”, the marketing service contacts the appropriate department and finds out the reasons for the deterioration in the quality of work.

8. Analysis of marketing activities.

A marketing event can be considered completed when the marketing department presents a report on its implementation. This document should contain the results (how many new customers have attracted, how much sales have increased, how much revenue has grown), as well as the tools with which the results were achieved (advertising campaigns, promotion, other marketing activities). For long-term events, it is advisable for the Director-General to receive interim reports showing the dynamics of development. If the growth of orders falls or slows down, the marketing department must determine at what stage the company loses customers: for example, the number of initial calls has decreased or the number of repeated calls for ordering goods has decreased. If, for example, the number of orders decreases, the marketing department should analyze the work with clients within the company. The reason may be a lack of managers or insufficient qualifications of employees to handle more than usual number of calls.

Typically, the work of the marketing department is estimated by the number of customer requests, by the number of repeat requests for orders and, ultimately, by the amount of revenue brought as a result of sales growth. Other indicators may be key, depending on the specifics of the business. In each case, it is necessary to evaluate how well the marketing plan and the tasks set in it have been completed. To evaluate the activities of the marketing department, you need a marketing plan, which was described at the beginning of the chapter.

Perhaps everyone understands that in the modern world advertising surrounds us everywhere. It is near the roads, in the subway, on the screens of our TVs, computers, etc. Almost all trademarks, brands or small firms are engaged in marketing, but to stand out among the mass of other advertising, it’s not enough just to make a colorful poster. In fact, modern advertising banners or commercials on TV are all bright and beautiful, therefore, it is quite difficult to stand out among them. The marketing department also deals with this issue, which, if it works properly, can multiply the company's profit.

Marketing Department at IP and OAO!

I have already said in previous articles that the structure of the marketing department may differ depending on the structure of the enterprise itself. The larger the company, the more dedicated the marketing department. In small organizations, it does not exist at all, but there is a person or group that is engaged in advertising.

The hands of marketers are long!

The marketing department has extensive connections with all other departments and interacts productively with them. Of course, this is ideal, because in some enterprises marketers are isolated and generally do not coordinate their actions with anyone. In this case, their work is ineffective, because how can you advertise products that are produced by the production department, without contacting this production department?
  That is why for more effective work, marketers are simply obliged to communicate with the heads of all departments of the organization, to clarify with them all the innovations that relate to the goods being sold and to present these innovations to the consumer in the best way.

What does the marketing department do?

1. Firstly, this department regularly or as necessary conducts marketing campaigns. Moreover, these same campaigns, as a rule, are diverse, especially for large organizations. For example, it can be an advertisement on TV and several large banners on the street.
     If we are talking about smaller companies, then they can use ads in newspapers and distribution of leaflets on the street. Of course, there may be one type of advertising, and if it is effective enough, then there is nothing like that. The main thing is that advertising campaigns bring a large influx of customers, and the task of the marketing department is to choose these most effective options.

1. As a rule, the marketing department does not personally engage in advertising, but entrusts it to private advertising agencies or simply hire performers. For example, they can rent a banner, hire a group of promoters to distribute leaflets, buy advertising time on a TV channel, etc.
     Thus, personally marketers do not fulfill their intentions, but enter into contracts with other persons. That is why there is a need to control the quality of work of performers. This is what the marketing staff do after ordering another advertising campaign.

1. Good marketing requires good money, so the department’s task is financial accounting. From time to time, the director submits an application for financial security in the form of a koshtoris (preliminary estimate), which details where the allocated money will go. Such a system creates the preconditions for the emergence of corrupt officials, especially in government organizations. That is why financial control over marketers is increased.

1. In addition to all of the above, marketing staff can provide valuable advice and guidance to other departments. For example, if a consumer does not favor a new packaging of goods, then it needs to be changed, and if the purchasing power of the population has fallen, then there is little point in releasing expensive goods for wealthy people. However, there are many nuances, and each of them should ideally be taken into account by marketers.

Marketing Innovation!

As I said earlier, in order to stand out among competitors, you need to use innovative and unusual techniques. Earlier, these with the most innovations were loud slogans and bright posters, but now they have exhausted themselves, because it is difficult to stand out with any kind of paint among hundreds of banners that shimmer with all the colors of the rainbow. Slogans such as "Sale", "You will not find cheaper anywhere" or "The lowest prices in the city" are also used everywhere and cannot distinguish your business from the rest. I know a store that has been displaying a “sale” for three years in a row and I'm just wondering when will it end?

I want to give you an example of innovative marketing from my life. However, it was rather just a coincidence, but I liked the case. On one of the banners in the city center it was written "Cheaper only stolen", and a link to the online store. Once there was a strong wind, and the top of the poster was torn off. And then the following advertisement came out: “only stolen”, and all the same link to the online store. Passers-by saw the torn off upper part and understood the essence of the above, but the poster made them laugh, therefore they remembered this information ten times better than on hundreds of other banners. It was an accident, but why not do something like that consciously?

Personnel for the department!

What does the marketing department do? You think only advertising?
  You are mistaken, any advertising department needs competent employees, and in addition to their main work, marketers are looking for unusual, creative and executive people. A good advertiser should understand the psychology of the masses, be able to think outside the box and literally calculate the consumer’s reaction to the next advertisement.
Ideally, he should put himself in the place of the consumer and understand what he will feel when he sees the advertisement. Competent marketers constantly travel around the city, both in the car, on the bus and on foot. At the same time, they notice how their ads and those of competitors look like. This allows you to realize the effectiveness of marketing, as well as adopt some tricks from other advertisers.

Afterword ...

Now you know what the marketing department does. In the end, I would like to add that the marketing department is a special unit, which is simultaneously not connected with anyone and connected with everyone. Without it, business is, in principle, possible, but it will not have any prospects, because the number of customers never increases magically, but only thanks to the actions of marketers.

To achieve marketing goals, the company creates a specialized department. There are different versions of the organization of the corresponding service. The choice of one or another option will depend on the type of product, the volume of production and the market.

It is not so important to know exactly the definition of the term “marketing”, it is much more essential to comprehend the essence of such activity. Work is closely associated with generating income, as well as increasing the competitiveness of the goods and services of the company.

Service for the promotion of goods and services may be formed according to one of the following organization principles:

• market, i.e., with the actual presence of market segments;
• functional - when the department consists of a number of specialized units: advertising, market research, sales and others;
• commodity, that is, in addition to the functional separation of specialists, they are differentiated by type of products sold;
• commodity market or matrix (for companies with a large assortment).

Expert Opinion

It is important to determine the place of the marketing department in the structure of the enterprise

Roman Lukyanchikov,

general Director of Moscow Windows Company (Moscow)

For the successful implementation by the unit of marketing goals and objectives, it is necessary to establish its place and competence in the structure of the organization. There are various variations in the relationship between this management and other services. You can make the marketing, advertising and sales departments each subordinate to their leader. Another option is when the marketing and advertising divisions are subordinate to the director of product promotion, and his employees are subordinate to the sales director.

It seems to me that an option is more effective in which the marketing department controls the activities of the advertising and sales departments. That is, its employees determine the goals of advertising specialists, and also assist sales managers in the sale of goods.

• Category manager: job responsibilities and instructions

Marketing Tasks

1. The increase in the value of goods for buyers.

The main goal: to convince the consumer to pay for the goods. On the ideas of customers about the benefits of the product and its properties, its advantage is formed. The highly effective result of branding and a competent advertising campaign leads to an increase in consumer perception of the importance of the product. Through the profitability of sales or units of products, as well as through an increase in the total volume of sales and revenue growth, this marketing function can be reflected in the form of a specific goal. Since the manager manages the advertising budget, which can be used to increase the customer’s perceived value of the products, the goals for the company's profitability are set minus advertising costs.

2. The selection and analysis of markets.

It is necessary to regularly monitor trading floors, to track the fundamental directions for the search for free and previously unknown. It is in this activity that the research, i.e., analytical, function of the service is expressed. Its task is to constantly collect baseline data on market development, on competitors and on the most important market programs. A correct understanding will lead the company to a competent entry into new and free trading niches, help to give a timely reaction to the aggression of competitors, and also focus on the timely elimination of unprofitable business segments.

You can track the effectiveness of work in this area through setting goals to increase sales, outstripping the speed of development of the main sales platforms on which the organization builds its business.

3. Work with customers.

Active communication with customers is the priority of the marketing department in any enterprise. Such a specialist needs to speak the same language with customers, be aware of their values, needs, reasons for refusal or purchase of goods, perception of the main megabrands in the industry. Possessing this information, it is easier to segment the market, establish the target audience of the company, develop effective advertising and launch it in the popular communication channels. To increase the volume and frequency of shopping, you need to work not only with existing, but also with potential consumers.

If you determine the goal of customer growth and increase their trustworthy attitude towards you, then you can constantly monitor actions in this direction.

4. Building strategies and principles of competition.

The marketing department is actively involved in planning. Due to good knowledge of the market, the competitive environment and the specifics of consumption, it has the opportunity to form an acceptable program to increase sales and the competitiveness of goods, establish the main sales platforms, and also recommend an effective plan for promoting the company's products. According to him, an annual project of measures for tactical activities of the company arises.

5. Assortment control.

Managing the volume of the composition, determining the price of products and the profitability of any SKU organization are the most important tasks of the production mission of the marketing department. He constantly monitors the demand for all manufactured goods, works to introduce the latest products to the market, establishes leading ones and recommends removing poorly-sold ones. The result of the control makes it possible to reduce the costs of the enterprise for the storage of products, increase sales profitability and establish a steady increase in the sale of any group of goods of the company.

6. Analysis of the effectiveness of the work.

The most important tasks of the marketing department are managerial, controlling and organizational functions. He regularly monitors a variety of projects to create new products, promote products, search for new sales opportunities, and also checks the dynamics of brand performance indicators, annually analyzes his activities and evaluates the results of completed projects.

Internet Marketing Department Composition

Find out which specialists to include in the department, how to distribute responsibilities and track their effectiveness, see the article in the electronic journal “Commercial Director”.

The main functions of the marketing department at the enterprise

The main function of marketers  - This is undoubtedly an advertisement. The service promotes the product among its customers, concludes contracts with PR agencies, etc. There are many types of advertising, and the task of specialists is to determine the most effective and profitable.

Functions  departments may be as follows:

1. single market research:

• forecast growth in demand (short and long term);
• study and analysis of the most important market indicators, such as the environment of competitors, volume, conjuncture;
• customer research, namely their recognition of the enterprise and goods, motives for action, consumer preferences;
• formation of strategies and plans, analysis and control of target markets;
• work with rivals, setting their policies for promoting products, strengths and weaknesses;
• the establishment of the main criteria for success and the formation of a combination of various forms of marketing;
• segmentation of trading floors and consideration of key sizes of parts, positioning;

1. development of product policies, which includes:

• formation of a line and assortment of products;
• creation of brand policy, development of service and packaging;
• assessment of the situation and increasing the level of competitiveness;
• development of proposals for the creation of the latest products, etc .;

1. pricing policy means:

• the creation of ways to stimulate prices;
• setting the price focus on company expenses, the position of demand, competitors;

1. the organization of distribution routes and the choice of methods for selling goods include:

• selection of dealer intermediaries;
• formation of distribution paths;
• the creation of specific forms and methods for the sale of products, such as individual and direct sales, as well as the implementation using information technology processes, etc .;
• analysis and forecast of the volume and structure of trade;

1. the formation of communications with the market consists of:

• participation in publicity (elite non-profit events);
• customer rewards;
• organization of marketing evidence of advertising activities, i.e., PR campaigns;
• presentations, exhibitions, demonstrations, etc .;
• motivation of sales staff and sales managers;
• establishing a certain trustworthy image of the company.

Expert Opinion

The main objective of the marketing department is sales support.

Alexey Markov,

head of Marketing Service, AquaDrive Company (Moscow)

We have created such a unit to increase business efficiency. Today, his most important task is to maintain sales, that is, the ability to maintain old and attract new customers, to reorient consumers using competitors' products. Most likely, in other organizations the duties of specialists in promoting products are developed differently and they have completely different tasks. According to the definition of the term “marketing” it follows that the main goal of the corresponding department is to increase sales. Responsibilities of marketers include the following installations:

• market analysis and positioning;
• the establishment of the product range and pricing strategy of the enterprise;
• customer base segmentation;
• providing support to the dealer network;
• customer feedback;
• marketing communication systems (promotions, PR, etc.).

In the marketing department of "AquaDrive" there are only two employees: a manager and a leader. We solve some problems through outsourcing. The division is assisted by dealers and direct employees of the company.

• A positive image of the organization is a competitive advantage and a sales promoter

What does the organizational structure of the marketing department look like

The foundation of the unit is the commodity-functional principle, presented in the form of groups:

• marketing research, analysis and creation of a work plan;
• promoting products and bringing them to customers.

In addition to being actively involved in the conduct of their policies, they also carry out certain types of research activities at the request of the product group chiefs and assist in maintaining an information base for all products. Responsible persons for the promotion of certain categories of products, together with the specialists of the first and second groups, produce and sell relatively individual consignments of goods, as well as products that are their integral part.

The group number 1 includesfour employees:

• manager (its head);
• leading Research Analyst;
• research analyst;
• economist analyst.

Group 2 includesthree employees:

• manager;
• product Promotion Analyst;
• sales analyst.

Since certain research functions at the request of the chiefs are performed by specialists of both groups, it is initially better to form only managers in their composition.

Functional responsibilitiesi.e. job descriptions of marketing employees

Department head:

• establishes a single course of functioning within the boundaries of corporate tasks, which are defined in the Regulation “On the marketing department”, orders of the general director of the organization and his deputy for commercial matters;
• responsible for the performance of the unit;
• deals with building the structure of the department and, as necessary, makes additions and changes to it; takes timely measures to restructure the service to resolve certain problem situations;
• decides personnel matters, has the right to dismiss and accept employees;
• determines the level of remuneration of temporary specialists, remuneration according to the results of work, is responsible for discipline;
• manages market research activities, searches for methods and ways of studying it, demand forecasts, sales of goods;
• leads the process of finding the life cycle of specific products, develops instructions for their improvement, on the selection of new points of sale or removal of a product from production;
• carries out testing of new products;
• reveals the strengths and weaknesses of the trade policy of the enterprise, analyzes the effectiveness of decisions made in the field of marketing;
• develops tactics for promoting products, their implementation; responsible for the quality of promotional events, including their timely preparation;
• participates in building the company's strategy and improving its organizational structure;
• organizes public relations, i.e. PR;
• presents the company in relations with other organizations, actively participates in conducting correspondence on behalf of the company within its authority;
• at the request of the general director or his deputy for commercial matters, each year provides information on the work of the unit;
• once a quarter, or if necessary, draws up and approves the director’s action plan, structure and budget of the department; is the person responsible for its implementation and the results of the consumption of budget funds;
• regularly improves its skills and specialists;
• by agreement with the chief or his deputy for commercial matters, involves other company specialists in events;
• actively participates in the discussion of research results on the technical advice of the company;
• forms temporary groups of experts on specific marketing issues, and then directs and supervises their activities;
• prepares the necessary recommendations for improving the distribution network; looking for new ways to promote goods.

Team Leader No. 1:

• actively participates and arranges research on the state and market conditions, as well as their growth trends in both regional and industry sectors;
• actively takes part and organizes sociological research of needs, analyzes the attitude of buyers and dealers to company products;
• organizes and takes an energetic part in the division of trading floors, explores the parameters of segments: competition, pricing, the volume of needs for each, etc.
• recommends the choice of ways to improve manufactured goods and develop new products;
• does everything possible to obtain information on product markets and information on scientific and technological development in a certain field;
• makes sales forecasts due to the external environment and the company's capabilities;
• studies the work of competitors on the profile of the first group, but, given the effectiveness of studying their work on the line of the second group, which is carried out by its specialists and managers of commodity associations, also establishes the position of the enterprise among rivals;
• gives recommendations on the selection of the most acceptable outlets, according to the market conditions and resource capabilities of the company;
• explores the life cycle of certain products with colleagues from product groups;
• organizes the receipt of information about company products from end users;
• replaces the head of the department in the event of his temporary absence;
• advises specialists of the first group in the direction of their work;
• plans activities, together with the economic unit carries out financial analysis and evaluation of the plan, develops recommendations for its improvement;
• defines contacts and organizes the receipt from organizations and specific employees of the information that is necessary for his group;
• fulfills certain instructions of the general director, his deputy for commercial matters, as well as the head of the marketing department within the boundaries of already designated works.

Leading Research Analyst:

• develops forecasts and models market position;
• participates in research together with an economist-researcher of this group; analyzes and plans its activities;
• conducts analysis of information flows and the interdependence of units that participate and affect the implementation of marketing functions;
• together with colleagues, builds algorithms in all areas of service;
• forms tasks and develops the structure of the software package;
• accepts and controls ready-made software solutions that are developed by programmers and implemented outside the company;
• organizes basic training for colleagues on working with PCs and on the application of automated control systems in practice;
• creates a temporary group of specialists from the IT department, system analysts, and expert mathematicians who develop software. The formation of the group is carried out with the participation of the automated control system and should be agreed with the head of the department
• develops methods for optimization, analysis of the construction and position of the information base of marketing activities.

Economist analyst:

• it conducts ongoing economic analysis, namely, it considers sales and their compliance with planned values; explores the possible causes that lead to deviations from the approved project; adjusts the sales plan;
• analyzes and makes a forecast for the development of the construction products market on the basis of economic statistical information, as well as on the basis of studies;
• is obliged to provide the leading analyst-researcher with economic data, with the help of which he analyzes and predicts the situation at points of sale;
• explores the life cycle of certain products of the enterprise with the help of the leaders of product groups;
• offers options in the field of price policy;
• with the help of specialists of the second group, analyzes the results of product promotion, including the effectiveness of advertising campaigns; gives recommendations on improving the results of the promotion of products;
• prepares a draft budget for the marketing activities of the company; by order of the chief, forms reports on budget execution; submits for discussion recommendations on improving the results of spending pledged funds;
• participates in planning, while it has the authority to attract not only specialists from other departments, but also third parties, that is, external independent consultants.

Team Leader No. 2:

• organizes and takes an active part in the election and implementation of certain methods of product promotion;
• offers the head of the unit options for conducting advertising campaigns, their volumes, terms, budget, etc.
• organizes and takes an active part in the search for information on the work of counterparties in the promotion of goods and their markets;
• offers the chief options for printing materials, souvenir products of the company;
• recommends versions of the formation of a corporate uniform style of product design (symbols, trademark, logo, corporate shades of color, etc.);
• advises the chef on ways to develop and improve product sales;
• establishes contacts and organizes the receipt from enterprises and specific workers of the information that is needed to conduct the activities of the second group;
• fulfills personal instructions of the director of the company, his deputy for commercial matters and the head of the department as part of the work of his group.

Product Promotion Manager:

• with the help of leading experts in product groups, he participates in the development of advertising campaigns (photographs, advertising texts, slogans, schematic drawings, etc.), as well as in writing business letters to promote products;
• with the help of managers accompanying groups of goods, and employees of other departments, edits advertising texts;
• offers options for advertising campaigns, their volumes, terms, budget, etc .;
• with the help of advertising agency specialists, develops a plan for a PR campaign and actively participates in its implementation;
• actively contacts the marketing and advertising department of the media;
• with the help of other divisions of the organization, it selects and forms various ways of selling goods, for example, stocks, sale by coupons, exhibitions, fairs, transferring a sample of products for research, etc.
• together with the head of the product group, participates in the development and implementation of a project for testing a new product on a particular sales market;
• evaluates the effectiveness of ways to promote goods;
• develops a corporate uniform style of design (symbols, trademark, logo, corporate shades of color, etc.);
• participates in the manufacture of printing materials, "souvenirs".

Sales Analyst:

• organizes, together with specialists in the sales and marketing department, the search and selection of information that is directly related to the sale of enterprise products;
• with the help of sales staff, analyzes the sale of goods in various regions and market segments;
• analyzes the position of the distribution network, develops certain recommendations for its development and improvement, that is, it proposes the formation of sales branches, representative offices in other regions, an increase in the distribution network engaged in retail and wholesale sales of goods, etc .;
• considers statistics on contracts with selling companies; Develops options for their improvement.

Head of product group:

• actively involved in the study of the range of goods, as well as their consumer characteristics;
• reveals the main trends in the development of the organization’s production activities, that is, its technical and technological level, composition of production costs, etc .;
• together with the specialists of the sales and marketing department carries out the development of a research sequence, studies and predicts demand, assesses the needs of customers in the manufactured and developed product;
• collects and analyzes information about defects and claims on the use of products by customers together with sales and promotion workers, participates in the consideration of complaints;
• together with the employees of the first group, analyzes and determines the competitiveness of the manufactured product, analyzes the weaknesses and strengths of marketing activities;
• develops proposals and recommends the introduction of certain changes and additions to the design and technical parameters of products, as well as develops a product design, offers ways to improve its consumption, storage and transportation;
• offers options for developing products that are designed to meet the needs of new customers;
• together with the first group, forms the information base for the product group and puts it into operation;
• formulates goals and strategy regarding certain markets, and also works out measures for their use; develops a draft action for a specific product group;
• exercises control over the implementation of the promotion plan for each group of goods; offers options for its changes and additions;
• engages in coordination activities of all departments of the company, which may influence the promotion of certain products;
• together with the production staff creates instructions for the use of goods and other documents accompanying them;
• examines the needs of customers together with the first group and, if necessary, with external experts in the field of marketing;
• together with the second group and sales staff, analyzes sales, identifies reasons that can have a significant impact on the sale of goods;
• takes part in the preparation of draft contracts with customers, as well as in their conclusion;
• together with the sales department, workshops and economic departments of the enterprise takes part in the development of production plans for a month, quarter, year and is involved in the supply of goods;
• offers ways to improve the distribution network;
• organizes and takes part in testing a new product in a market environment;
• together with marketers, specialists of workshops and economic departments participates in projects aimed at reducing production and marketing costs;
• develops and approves plans for advertising campaigns (goals, methods, content, timing and effectiveness of these events);
• designs and approves the implementation of measures for the sale of goods (tasks, methods, essence, date and results of sales);
• coordinates and supervises research activities for each product group;
• sends to the head instructions for the leaders of the first and second groups related to market research, advertising campaigns, etc.

Sections of the Marketing Department

The main document on the work of the marketing service determines its place and purpose in the company. It consists of several sections.

1. General provisions:

• ways to most effectively achieve the goal;
• fundamental principles of product promotion;
• department subordination and degree of its independence;
• the head and his appointment to this position;
• approval of the staff of the unit;
• documents governing activities, etc.

1. Tasks:

• uniform and aggregate market research;
• implementation support;
• consumer benefits research;
• material and technical support;
• creation of marketing complexes.

1. Functions

This section of the Regulation is the largest, because it requires a careful description of each function performed.

1. Rights.

This clause includes actions that the unit has the right to demand, provide, attract, etc. For example, it has the right to require other departments to provide the source documents that are needed to carry out the relevant activities. This part, as a rule, consists of nine to ten points.

1. Responsibility.

It lists about six to ten events that the marketing service is responsible for. They also prescribe the measure of responsibility of each of the employees of the unit.

1. Department structure.

The scheme clarifies the control system. This section formulates the most important responsibilities of specialists, including both the manager and the loader or warehouse employee.

1. The relationship of marketers with other specialists of the company.

Interaction with other units can be represented in the form of a table consisting of two columns:

• department accepts;
• department represents.

The table clearly spells out formal communication links between the Office and other services. An appendix to the Regulation are job descriptions that spell out the responsibilities of specialists. As an example, we cite the service instructions of the head of the department, who is the most important official, as well as being responsible for the commercial component of the company's success.

The generally accepted traditional version of duties corresponding to the position consists of five main sections.

Head:

1. is the main person responsible for the commercial success of the enterprise;
2. reports to the director of the company;
3. has a higher education (managerial, economic) in at least one of a number of specialties: “organization management”, “marketing”, “economics and management in an organization”, etc., taking into account the particularities of production;
4. must know:

• the legislation of the Russian Federation;
• technical and economic standards of products;
• teaching materials that help in the study of demand for goods and in the study of markets;
• organization of production;
• management basics;
• production sanitation indicators;
• safety measures, labor protection, fire protection;
• opportunities for the development of the company and a specific manufacturing industry as a whole;

1. in its activities it relies on current federal and local laws, directives and orders of the director, as well as on the Regulation on the department.

Possible schemes for organizing a marketing department

1. Functional.

The specified model is the most popular. In this case, employees manage certain types of product promotion activities. They are led by a vice president of marketing, overseeing and coordinating their activities.

An important advantage of this program is ease of administration. But as the product mix and its sales grow, this scheme becomes ineffective. It will not only be more difficult to develop a special plan for a specific sales market or for a specific product, but also to coordinate and control the marketing activities of the company.

1. On a geographical basis.

When a joint-stock company is engaged in sales throughout the state, the subordination of employees takes the form of organizing a department on a geographical basis. Sales agents live in the same territory that they serve - this allows them to get to know their consumers as best as possible and to sell goods efficiently.

1. For commodity production.

Such a program is resorted to by companies with a large product range. It is one of the levels of management, but cannot replace a functional one. It can only prove itself if the products of the enterprise are very different from each other and / or the types of products are so many that it is not possible to manage their nomenclature of a functional organization.

There are certain advantages to this principle of creating a unit:

• the head of a certain product is the coordinator of the full range of marketing activities;
• a leading product specialist is able to respond faster to market problems than other employees;
• there is a separate specialist even for secondary branded goods;
• control of production is a good school for novice managers, because they are involved in almost all production areas of the company.

But all these advantages are directly related to costs:

• commodity production management system leads to a list of certain conflicts. Often, product managers do not have sufficient rights to effectively fulfill their responsibilities;
• the leading specialist in the product is an expert in specific products, but, as a rule, he does not become a professional in the functional field of activity;
• a commodity production control program is very expensive because of employee labor costs.

1. By market principle.

Production companies sell their products of various assortments at several sales sites. For example, Smith-Corona sells its products (typewriters) at three trading floors — government agencies, business organizations and enterprises, and individual consumers.

It is necessary to resort to the creation of a department on this principle when dissimilar markets have different consumer habits and product preferences. As the main advantage of this system, it can be noted that the company conducts its business activities in accordance with the needs of customers who make up certain segments of the trading platform.

1. According to the commodity-market principle.

Certain problems confront companies that sell many different products. They must decide whether to use the organization system for commodity production, which requires in-depth knowledge of various trading platforms, or to use the market principle, which requires knowledge of a large number of different products. A company can simultaneously have both a head of markets and goods, that is, it can use the matrix organization of the marketing department.

Step-by-step creation of an enterprise marketing service

• definition of improvement of the organizational structure of research management;
• selection of qualified employees;
• separation of responsibilities, tasks and rights in a marketing management system;
• creation of the necessary conditions for the effective work of specialists, namely to provide mandatory information, appropriate office equipment, organize workplaces, etc .;
• organization of effective relationships between the service and other departments of the company.

Expert Opinion

Marketing cannot be separated from sales in any case!

Elina Zolotova,

head of Corporate Communications, OJSC National Computer Corporation (Moscow)

I strongly oppose the separation of marketing from sales. A well-formed marketing unit is responsible for increasing sales, expanding the market, and profitability of the company in the same volumes as the sales department.

The optimal, in my opinion, will be the introduction of the position of one leader in marketing and sales. She may sound like a deputy general manager or vice president. He will be subject to the marketing service and the sales department.

How to evaluate the company's marketing department

As a rule, in order to assess its fruitfulness, it is necessary to calculate the profitability of the company, which it achieved through measures to increase sales, the number of customer appeals, as well as the number of their repeated visits. From what business the organization is engaged in, other main assessment criteria will depend. In any case, it is necessary to request the degree of completion of tasks and the plan. You can not consider the activities of the department without an approved marketing project.

Analysis of the marketing department at the enterprise

1. Newsletters.

Purpose: to prevent service specialists from relaxing, to inform the head of the company, the sales department and other departments about current affairs and plans. A progress report is best served once a week, on Fridays. It is advisable to arrange the newsletter in the form of visual pictures.

1. Top 5

This is the name of the five-day work plan. The program for the week in duplicate is drawn up on Monday, and it should consist of two to seven main tasks. One copy is in the marketing department, and the second is in the sales department. This method of analysis allows you to make the activities of the unit transparent to others.

Top 5 solves the important problem of all marketers - the lack of a visible effect from the work performed per day. It allows you to track completed tasks: did one of the points - crossed it out, etc. Crossed out sections are a strong motivator for further work in the remaining days of the week. To enhance the effect, it is desirable to print the project on colored paper.

1. 90 days.

This is a specific list of tasks for three months. Such a quarterly program should contain only the most important events that bring instant returns. Tasks need to be divided into sections: PR, analytics, retention and customer acquisition, the Internet, etc. It is desirable that it accommodate from 30 to 40 important goals that are on one sheet of paper. The plan should hang in a prominent public place. Once a month, summarize its implementation.

1. Tool tree.

This is the name of the list of specific actions taken in various situations. If the company does not have such an algorithm of actions, then you need to develop it. The circumstances in which the organization may find itself will be helped by marketers and sales staff. Here are examples of such environments:

• competitors began to behave actively;
• dumping by rival forces;
• outflow of customers increased;
• the amount of the average check has decreased;
• a major client refuses to work with you.

Then give the task to develop an algorithm of actions in each of these situations. For example, conditions A suddenly occurred, then the company proceeds to fulfill points 4, 7, 15, 21, and when circumstances B occur, then 2, 5, 6, 17. When compiling the “tool tree”, a responsible person must be appointed , which will follow the relevance of a particular tool. The list is compiled in a certain order, from the most effective to the less effective.

1. Sales funnel.

A significant part of enterprises in Russia (almost 80%) do not use the proposed concept. Its essence is that the implementation procedure can be divided into stages. The boundaries of the "funnel" is the opening and closing of the transaction. Consider these points:

• making a cold call to a client;
• sending a commercial offer;
• preparation for a meeting with the consumer;
• meeting with the buyer;
• additional “booster” of the counterparty;
• conclusion of an agreement;
• receipt of payment by agreement.

By increasing the conversion of each step, you will increase sales as a whole. Make it a rule to conduct a “funnel” analysis once a quarter.

1. Checklist for sales managers.

The sales department will work in full, that is, 100% if it has three groups of tools that:

• used before meeting with the client;
• needed during a conversation with a consumer;
• apply after meeting with the buyer.

 

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