EMBA required: the board of directors of the ruling in marketing

Marketing control right

Enterprise leadership to marketers have any idea? The CEO of enterprise is in you and the Marketing Department enough attention? Many marketers are trying to prove his worth the board of directors of the enterprise, but people still seems there's a question: marketing activities of enterprise business development exactly how much of a role?

Much of the marketing personnel think the marketing personnel are facing a pile of data at a loss, or they were surprised to stare big eyes and looked at the marketing personnel failed to really understand investment income, it will be a lot of money into social media.

One who has worked in many enterprises of the corporate executive said: "in recent years, a marketer got lost. After long ago recession and budget crunch, the image of the marketers no longer so tall, its action was questioned."

Other business people think, the enterprise marketing not as badly as mainly depends on a large sum of money on advertising, now of the marketing activities pay attention to understand the target population, and more effective to use the digital media, and allow the marketing activities more influential. They think that, in the enterprise marketing activities, marketers will not able to creative marketing methods and enterprise business bottom line very well together.

A enterprise by one of the members of the board of directors said: "older marketing personnel and marketing agencies are now trying to get better investment returns, they use of digital channels, the way is experience marketing and sponsorship activities. Marketing team should be creative and return on investment together."

To this and another view: "they must fully understand the digital channel, because they are now really haven't to do the job."

A don't wish to be named, managing director of the famous brand, customers already in the digital revolution "in the right of master, which may cause damage to the enterprise Marketing Department. He said: "the digital revolution on marketing activities has had a huge impact and marketers are in the digital revolution of the decision-making power loss danger. But in the customer experience many of marketing innovation is very has the technology of sex drive. If talked about the development of the enterprise, control of not Marketing Department say, but IT team or digital team."

If let other departments in control the consumer insight, so Marketing Department in the enterprise will face the danger of losing position, the director general manager said: "Marketing Department if want to keep his status, must ensure they can play a guiding role for innovation activities, to understand the idea of consumers."

Attention should be paid to the enterprise business department work, don't ignore their influence to the customer, therefore, marketers and technical personnel communication must be, not their own separate to take action. "Everyone wants to have some exclusive in his own things, but if the IT department and sales department can't close cooperation, so in the cooperation process both sides will show a rejection, the work's development is very bad." The director general manager said, "this requires marketers must know very well the IT team functions."

There are other evidence, the IT department and sales department in digital communication strategy by who controls differences. Accenture (Accenture Interactive) published in 2010 by a survey report shows that the members of the board of directors think digital marketing strategy is by the IT department and Marketing Department to control, this is obviously lose touch with reality phenomenon.

Accenture survey 600 chief marketing officer and chief information officer, then found, 58% of the chief information officer says he is enterprise digital marketing activities exploits. However, only 19% of the chief marketing officer for the chief information officer said positive status, in contrast, 70% of the chief marketing officer thinks he is a business enterprise of digital marketing dominates.

For accenture marketing analyst Michael s aston villa (Michael Svilar) is concerned, chief information officer and chief marketing officer can become enterprise digital marketing leader, but they will quickly, the flexibility to work hand in hand. He said: "the decision more with real-time, so people must remember that let business strategy is more flexibility, not just make a year after that let people plan implementation, this kind of practice is relatively more sluggish."

Marketers if not learn how to through the technology to spread the information, so their work will diminish, s villa warned: "the key to the problem is how to use data, not to spend 3 months time to analyze data and conclusions, and then not below. This requires marketers should have a different attitude, and the need to see more of the technical knowledge, for marketing work has not limited to understand the market. Because marketers can not very well understand the technology, so more should pay great attention to the team."

IT experts and marketers are usually in efforts to foster a beneficial to both sides working relationship, but because the marketing team can't and other department is very good for business communication, and so could be to other department brought some difficulty.

Lack of business consciousness

For Marketing Department and another indictment, a financial service enterprise of the Marketing Department director said, Marketing Department is not able to know very well the consumer insight into how useful commercial information, can't let enterprise benefit. Most of the indicators to measure customer brand is "satisfaction", but the Marketing Department director said, sometimes, Marketing Department lack of business sense, don't know how to use the data from the survey, cannot the data analysis conclusion and practice.

"When the enterprise is in the most horrible market environment, Marketing Department will usually draw a lot of" customer satisfaction "chart and collect a bunch of data, but then but have not carry out the corresponding action." The director said, "but the chart, the X and Y function only function, we don't see some and into the marketing practice analysis conclusion, if can in these aspects, improvements made so we can prove a job whether a visualization earnings. Enterprise"

Obviously, the visualization of earnings means that must have additional sales. And because the recession before, the enterprise will return on investment as a priority. Therefore, it is in the Marketing Department, the financial department and purchasing department will be more involved in the marketing work.

The director said, since the recession, enterprise emerge in the new board of directors role, such as the chief risk officer, therefore, marketing director seems less important. He said: "the board of directors have only then a few directors, and in the present market climate is concerned, the risk control officer will have mastered the enterprise right."

To this point, consulting services Teletext Holidays's marketing director marc cloth Ross Abraham (Mark Bloxham) agrees. He thinks that the financial department will now be more involved in the marketing activity, this approach can help establish customer relationships. He said: "this recession has let consumers are very cautious, in this situation, the Marketing Department can use past the understanding of the market and brand trust and customers to establish relations."

And the financial department work together, can let marketing staff know larger financial expenditure project to help generate what benefit, at the same time also can more closely around the target market development marketing activities.

· SiLaiDu resort (Marcus Leyden) before the supermarket chain anfield somerset who (Somerfield) of the purchasing department, is now consulting institutions Bright sourcing of the governor's, he said, marketers should be more careful thought how to better with less money to do more.

"The real challenge is, whether they can use less than 70% of the budget spending finished the sales task. But many people do not take the time to make market survey, better understand the market, finally can't win better investment return."

This is the purchasing department help marketing reputation place. For SiLaiDu speaking, marketers have been used to line before purchasing activities, but now they must XiGuanXian on purchase way, and online purchase way is in the procurement department under the supervision of. He explained: "with marketers offline purchasing activities are more '(', I think that marketers can buy his way through online for win credibility."

Marketing Department and finance department and purchasing department of cooperation between the more closely, Peter Williams (Peter Williams) as a fashion department store Selfridges before the chief executive and chief financial officer, he said, marketing team can and financial team to cooperate more harmonious, but now all of the marketers must know the budget for enterprises in every department of with what benefits.

Williams is now online fashion retailers ASOS non-executive about that no budget benefit consciousness of the marketing activities, he said: "for many years, I and all kinds of dealt and marketers, including a people think that budget in marketing strategy is insignificant problem, he says: don't worry, it can always solve."

The budget of the careless attitude to consider sometimes may cause friction between departments appear. Starr, director of human resources before David Smith (David Smith) admit, marketing budget is sometimes a let a person produce envy feeling topic. He said: "marketing director usually can be seen as a board of directors's richest person, because people think he controlled a lot of money."

For all the business department of the enterprise concerned, budget allocation for becoming increasingly important. And the difficulty is that marketers get the final called marketing budget money, however it seems to have Marketing Department and other departments are separated.

If Marketing Department to close down, not with other business department hand in hand to cooperate, this kind of practice is to build customer relationship, one of famous brand of a standing director so review said. Marketing Department must try to protect the interests of its clients and should, therefore, are more focused play its role the gatekeeper. But he warned: "Marketing Department facing lose 'business department for the risk of'. Therefore, in addition to protect their clients and should strive to achieve enterprise total goal."