T H E 1 0 R E S P O N S I B I L I T I E S O F M A R K E T I N G D E PA RT M E N T S

Álvaro Verdoy CEO Sales Layer

PROBLEM STATEMENT

Marketing departments have turned into a kind of catch-all:

They do lots of tasks that in most cases are not related in any way to each other.

COMMON SITUATION

Would this correspond to the procurement department? No.

Would this correspond to the sales department? No.

Would this correspond to the accounting? No.

Then this must be a task for the marketing department.

AS A RESULT

Marketing departments do not take care of their real duties.

T H E 1 0 R E S P O N S I B I L I T I E S O F M A R K E T I N G D E PA RT M E N T S

# 1To plan the necessary means for receiving customer feedback:

‣ Company Internal Channels: Create surveys or capture information of the sales team and customer support (departments closest to the customer).

‣ Channels outside the company: Perform searches and create actions in social networks.

L I S T E N I N G T O C U S T O M E R N E E D S

# 2

To know the position of the company with respect to the market and the competition.

T R A C K T R E N D S A N D M O N I T O R C O M P E T I T I O N

# 3Creating and disseminating images, messages, ideas… that best communicate the brand values .

Also ensure that all company departments convey these messages in a consistent and unified way.

W O R K A N D T R A N S M I T B R A N D VA L U E S

# 4

To align the efforts of contributors with those of the company: publishers, designers, journalists, consultants…

C O O R D I N AT E E F F O RT S W I T H PA RT N E R S

# 5To work on new promotions, affiliate programs, customer retention techniques, improvements in the conversion of their messages and actions… to surprise and engage the client.

It’s not a matter of inventing entirely different disruptive actions; you’ll find innovation in the small details and in the continuous improvement.

I N N O VAT E

# 6

A chain is as weak as its weakest link.

Marketing department must ensure that their actions are aligned with the overall objectives of the company and that they report the work they are doing.

C O M M U N I C AT E W I T H T H E R E S T O F T H E C O M PA N Y

# 7

To know the users and especially the customers’ feelings.

A good way for better knowing the customer: empathy maps.

H E L P I M P R O V E S A L E S P R O C E S S E S A N D C U S T O M E R

# 8

To plan its budget for the next year’s activities, stretching it in order to make the most of it.

M A N A G E M A R K E T I N G B U D G E T S

# 9Marketing activities are an investment, so every action should be measured in order to check whether they meet the intended objectives and in order to compare a certain action with others.

Should I invest in telemarketing; social media; traditional media? The answer is unique: measure them all and choose based on the numbers.

C A L C U L AT E R O I

# 1 0The most cost-effective strategies are those that are planned for the long term.

Create now a strategic plan and align it both with the strategic plan of the company and with other departments’ plans.

At the end of the day, planning is the only way to achieve the set objectives.

D E F I N E S T R AT E G I C M A R K E T I N G P L A N S

THE REALITY

There’s no time to do

all these tasks.

WHY?

Repetitive tasks with little added value take most of the time.

AS A RESULT

Marketing departments do not take care of their real duties.

THE SOLUTION

In this post, you’ll find some answers about how to put a stop

to the repetitive tasks in any company.

Sales Layer can help you.

Discover how

saleslayer.co