What steps can be taken to organize a successful marketing team?

Marketing Director You should start with a leader who understands how to translate the organization's business objectives into marketing strategies that drive revenue. The department should be built around a leader who understands that only part of his or her role includes the tactical planning and execution of marketing campaigns. Their greatest responsibility is building relationships with other department leaders and maintaining operational alignment. A qualified candidate would have an extensive marketing background, solid understanding of the goals of the organization and a vision that aligns well with those goals. It also helps if this person has some skills or background in sales, because they need to understand the sales process, the products or services you offer, and the industry at large. If they don't understand how a marketing effort will relate to sales and the bottom line, a lot of money and time could be wasted. Vice President of Marketing A vice president of marketing's job is to get the word out about your business' products, services and deals. They highlight the company's best attributes, keeping a close eye on the competition and focusing on making your business superior. They also analyze trends, set prices and figure out new ways to promote the company's brand. Occasionally, the vice president of marketing will double as a company's public relations director by helping to write and distribute press releases and acting as spokesperson. The role of the VP of marketing is very similar to that of a marketing director. As such, you'll have to determine if your marketing department has a need for one person to handle the larger vision and execution of your business' goals and another person to handle the day-to-day operations of the department. Business Development Manager The job of a business development manager is to improve your competitive advantage, build your name in your industry, and help decide what new items enhance your sales ability. They will either need to be smart about building a sales plan or you might consider retaining that job as part of your duties. The business development manager should be someone who already understands your business so they can market it and help you grow. If not, they have to be someone who learns very fast. You can hire someone that is an expert at the business and expect him or her to learn the marketing and sales end of things. Or you can hire someone in your line of work with good networking and marketing skills and bring them up to speed on your particular product or service lines. Which one works best may depend on how tough it is for someone to insert themselves into your sales strategy, or how crowded the market is for your product.

Marketing Manager A marketing manager is responsible for finding and developing customer bases for your products or services. The marketing manager is responsible for designing and implementing the company's marketing plan. The role of marketing has expanded to include some public relations responsibilities. The marketing manager may be responsible for developing contacts with radio, television and print media. Their role is to bring media attention to newsworthy activities, write and disseminate press releases or public service announcements and help shape the marketing plans for various departments or initiatives.

Marketing Analyst A marketing analyst should be skilled in researching target demographics. They are responsible for providing information and insights regarding customers, markets, competitors and campaign effectiveness to measure performance and support business decisions. The ideal candidate will have experience planning and managing various research projects and be able to work with senior management to interpret findings. The person should be knowledgeable about mail, e-mail, Internet, print and social media campaigns.

Social Media Specialist Messaging is key to supporting the marketing plans set forth for the business. A social media specialist is becoming a standard position in marketing departments. Once you have determined your goals and set your budget you can hire someone who will effectively find and fill your niche in the social cyber world. This position should also be focused on the development and continuity of online and print communications. Marketing Coordinator In addition to working on specific projects and campaigns, a marketing coordinator can manage numerous marketing plans. The ability to pull together the various pieces needed to execute the plans is essential. This person is responsible for processing requests from other departments and staffing the marketing plans. They may also work with outside vendors to complete projects as well as support other staff as needed. Marketing Assistant Marketing assistants can help arrange interviews, write press releases and monitor coverage of your product or service in the media. You can also use a marketing assistant to help develop marketing campaigns. A marketing assistant may also write copy, take photographs or film video for informational brochures or magazines, company newsletters and websites. They may also have various administrative duties throughout the day to support senior management.

 

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Identify Your Ideal Clients

Determine the types of clients you want to target with the products or services you offer. Consider their interests, education level, salaries, marital status, interests and reasons for making purchases. What you offer heavily influences the type of individuals you need to hire for your marketing team. If you're selling a high-priced luxury item, hire individuals with sales experience in luxury markets, while if you're selling magazine subscriptions, you can hire college students who have little to no sales experience. Think about what type of person your ideal client would feel comfortable talking to about the product or service you're selling and the types of questions they might need answered. Based on the types of customers you want to reach, come up with the best hours to have your door-to-door team active.

 

Map Out Your Location

Decide the areas that have residents or business owners who are likely to have an interest in the products and services you offer. City, county and state government websites can give you data about the people who live in the neighborhoods you want to target, which will help you determine whether they fit your ideal customer profile. Mapping out a clear location gives you and your team time to scout the area for competition, identify landmarks for meet-up spots and get a clearer picture of the residents or business owners by visiting the areas before your team begins door-to-door selling.

Hire and Train Marketing Team

Even if you hire a marketing team filled with individuals who have proven sales track records, it's still important to train the team based on the products and services you offer, the target market you want to reach and the needs and desires your product or service fulfills. Training should include providing your marketing team with a product demonstration, identifying the features and benefits of your products and by going through a script the team can use to speak with customers. The script should run your team through everything from what to say once a customer answers his door to how to close the sale. Expect that your team will use the training you give them as a guideline as they develop their own selling style. Equip your team with marketing collateral, such as business cards and brochures, they can distribute during their sales visits.

Set and Evaluate Goals

The goals for a door-to-door marketing campaign may differ across companies or industries, but setting measurable goals remains important. Your goals can include the number of businesses or residences you want to visit within a specified amount of time, the number of follow-up appointments you want to book or the number of products or services you want to sell on the spot, within the designated time frame. These measurable goals will help you determine how successful your overall campaign is and give insight into how members of your marketing team perform individually. With goals in place, your marketing team members know what's expected of them and can work towards achieving the results you need to attract customers and sales.

 

Make a Safety Plan

Door-to-door selling presents potential danger for your marketing team, so it's important to have safety procedures in place that make your team feel safe. Your plan may include that the team travel in sets of two, be equipped with cell phones, have an emergency number to call at the company if a situation occurs or only visiting neighborhoods that are considered safe, based on local crime rates.