In any company, you will likely encounter several points of contention between the CEO and the marketing manager. If you ask ten CEOs for their definition of marketing, you will probably receive ten different answers. However, if you ask ten marketing managers, you'll likely get a single, consistent response. This disparity arises from the fact that businesses often make decisions based on perspectives that lack a comprehensive understanding of marketing. Unfortunately, this leads to many marketing managers resigning due to their differing views from those of the company owners, executives, and board members regarding the appropriate marketing strategy.
Building Strategies on Incorrect Assumptions:
One of the most complex points of conflict arises when CEOs build product strategies and marketing campaigns on unverified assumptions. Many entrepreneurs believe they have all the answers without consulting the marketing manager or understanding customer insights. The solution lies in conveying to the CEO that marketing is an investment that requires testing assumptions about the target audience before executing a single cohesive strategy.
Traditional Marketing as a Viable Option:
Despite the effectiveness of contemporary marketing techniques, some CEOs stubbornly cling to traditional marketing methods. While these outdated strategies can lead to stagnation, they often dismiss calls for innovation. If you find yourself in this position as a marketing manager, it’s crucial to advocate for positive marketing strategies that can unlock new opportunities and prevent the company from drowning in shallow losses.
Advertising Agencies as the First Choice:
Many business owners mistakenly believe that advertising agencies are the panacea for all marketing challenges. However, outsourcing marketing entirely to these agencies can expose the company to risks of misalignment with its core values and goals. It’s essential to remember that while advertising agencies play a significant role in promoting products and services, companies must retain control over their marketing strategy and not relinquish it completely to external parties.
Marketing is a specialized skill that is often undervalued in the business world. Companies that understand and leverage the nuances of marketing are better positioned for success compared to those that don’t. This discrepancy can create a perplexing paradox, but recognizing and applying marketing principles can significantly reduce the gaps in conflicts between the CEO and the marketing manager.
In conclusion, it is crucial for marketing managers to engage in open dialogue with their CEOs about the role and importance of marketing in achieving business goals. By addressing misconceptions and advocating for informed decision-making, marketing leaders can bridge the gap and foster a collaborative environment.
The British Academy for Training and Development offers courses on modern marketing theories and practices. These courses are designed for both marketing researchers and managers who utilize these insights, aiming to close the gaps and minimize conflicts between CEOs and marketing managers. By investing in these educational opportunities, companies can enhance their marketing strategies and improve overall organizational performance.