What Does the Marketing Department Do?

What are some good tips for a marketing manager coming into a newly developing marketing department?

• Looking for tips on how to approach a marketing manager position with a pre-existing company which is a service based consulting company for database systems. Where to start?

• Answer:

  I haven't been in this situation but have been on the receiving end. I suggest looking at these elements: Strategy - what does the company hope to achieve? Have you got a clear vision or objective you can articulate?  eg What is the company's USP, value proposition or competitive advantage? Structure - Benchmark or audit each marketing function against what is needed.  Do the 'engine room' parts have the necessary horsepower to push the company towards its objectives? Process - ensure there is clear responsibility on what is needed, how it is delivered and how progress and market impact will be measured. Ensure you take account of the needs of other parts of the business: Listen to what they need and consider how you will respond. People - take time to explain go your staff what is going on and how they contribute. Make them a part of the story by involving then in the change. There's a fine balance between making changes you believe are necessary and involving your staff in decisions and implementation. Hope these thoughts help.