It’s been the case for many years and remains quite common today.
Businesses that place non-marketers into head of marketing positions, simply because they don’t consider marketing in itself to be a specific and valued skill set.
Often, these people have been shifted from another area of the business where they may have been a good salesperson, a good operations manager, a good engineer, or even a good *cringe* accountant. (Yes, I’ve seen a CFO become the CMO).
Sure, they may well have been fantastic in their previous job, but do they really understand marketing?
Hmmm… Unfortunately, not always.
When done properly, marketing forms an important, overarching, and strategic part of the business.
It is the key conduit between the product or service that the business produces and the wants and needs of its customers and target markets.
When done properly, the influence of a marketing manager stretches across all areas of the business so as to align them with a consistent customer and market focus.
The role of a Marketing Manager is to ensure that the appropriate strategies are in place so as the capabilities of the business and the needs/wants of the customer are married up seamlessly.
Now, does this sound like the domain of an ex-accountant or ex-engineer to you?
The primary role of the marketing manager is NOT to update websites, post on social media, print brochures and organise events.
If this is the main focus of your Marketing Manager, then they’re not really doing their job IMHO.
The bottom line is… to be successful, the Marketing Manager needs to possess the ability to get the marketing strategy right, and then drive this strategy throughout the business. The rest will follow.
Here at Optune, I love making marketing managers look good. If you’d like some help with your marketing strategy, then please get in touch.
I always love to receive feedback (positive or constructive) on this or any of my posts. Feel free to contact me at any time.