Marketing managers believe in something, know something else
and agree to proceed with a completely different set of strategy and
communication. This has become a normal phenomenon in today’s world.
Marketing profile is one of the most aspirational ones,
especially to the media and advertising people. It gives a sense of responsibility
to better the brand, and to parent the brand.
But what is actually happening? The people who get to this
space are already in awe of it. They feel they have accomplished the world, and
now the only thing that they should do is to deliver good work.
But who defines this ‘good work’? Ideally it should be this
marketing manager himself who should decide what is good for the company and brand,
and what his vision for the brand is. And how is it that he’s going to better
it, the succession plan, objective, launches etc. And this detailed plan is
what is to be presented to the ‘bigger members’ of the company to make it
happen.
But what actually happens? The marketing managers think they
have won their battle. To save their job, to get better increments, and in case
something goes wrong, to have someone to put the blame on, they become people
who agree to not what they think but to what their ‘bigger members’ think.
Marketing is a subjective business. I say business
deliberately as it involves taking risks as well. Basics being in place, marketing
is a battleground with very less rules. And the players who know their way out
will win. But to win, there are battles to be fought, and decisions to be made,
and risks to be undertaken.
So stop being a marketer who agrees to the boss’ views.
Instead take a stance, have faith in your view points and plunge. Max what can
happen is that you would go wrong, but the truth is you will learn more and be
a better marketer when you do what you think is right, and not what your boss
approves of. Bosses are afterall the same people who were in your shoes before,
and they would have made some kinds of goof-ups too. They are people whose
thoughts and ideologies can be challenged, coz that’s the best part about
marketing – no one’s right or wrong and good marketing can make anything work.
Disclaimer being that the product / service should be good J
