No knowledge. No processes. No structural actions contribute to the objectives.
The momentum deflates like a balloon without a knot in the neck.
Hire someone with a growth mindset (and not a CMO right away)
Shame. But what now? Bert now knows that he is not the man to lead the way. How about hiring a marketing manager? I advise against it. Why hire a marketing manager when there is so little to manage?
What the company needs is someone who can set up initiatives with their feet in the mud. Who can make connections. Who can work together with specialists to set up marketing funnels and attract targete visitors to the website? They can work together with sales.
But above all they need someone who is flexible and can learn quickly: a marketer with a mindset focuse on growth.
Provide strategic guidance for your internal marketing function
Once they found that person in the form of Anne, there was only 1 bridge left: Anne did not yet have all the knowlege and experience to be able to immdiately issue advice and make decisions at the right level.
You see it more often: there is a nee for a marketer, but Communication Directors Email Lists there is no budget or space to hire a Senior marketer or marketing manager.
And you can’t expect the newly hird junior or medior to have enough baggage to put together all the puzzle pieces of a balancd digital marketing strategy.
Then you can choose to let someone puzzle and discover for themselves. But often you are 3 years further before all the puzzle pieces are collectd at all.
There is No Budget or Space
And that is completely inefficient when your marketer leaves for another employer after 2 years.
There is therefore a lot of value in strategic guidance of the person who will fill in your internal marketing function. This can be done in several ways:
- Guidance of your new employee by an experiencd (external) mentor
- Guidance on making knowledge transferable internally
- Drawing on methodologies and tactics that have proven themselves in practice
The result of this is that employees grow faster, employee retention increases and your recruitment costs decrease. Certainly in the current labor market I am surprised that the mechanism of (external) coaching is not often used as a lever.
The result of the guidance we gave to Anne was that after 6 months she was able to think along with the management as a fully-fledged sparring partner about new experiments and marketing campaigns, while guarding the boundaries in a smart way. of feasibility and budget.