Marketing management is a topic that raises quite a few debates and questions. What are the best processes to implement? How to better manage a team by adhering to management practices? Inessa Chirkina, a marketer, sales expert in online education, co-founder of ITCareerHub.de in Berlin, will help us to put everything in order.
– Good afternoon. Inessa, we are very happy to see you today. Help our readers to understand the topic of marketing management. Let’s start from the very basics – what is it?
– Good afternoon. Let’s start by looking at some concepts.
Demand management is not only about increasing profits and selling products and services, but also about actively engaging with the sales team. Marketing management is a complex management activity that includes planning, organizing, coordinating, controlling, auditing and stimulating activities aimed at intensifying the process of formation and reproduction of demand for goods and services.
One of the main goals of marketing management is not only to stimulate sales, but also to manage the demand itself, to understand the needs and desires of consumers. It is important to create strategies and tactics that will help not only to increase sales, but also to strengthen market positions, retain loyal customers and attract new ones.
In today’s business, successful collaboration between the marketing and sales departments is key to achieving goals. Developing joint strategies, sharing information about market needs, analyzing results and adjusting actions – all this allows to effectively manage demand and ensure stable growth of the company.
– How does team management happen? What processes and management practices help in this?
– When forming a team, I adhere to the principle of individual responsibility for the result. It is important that each member realizes that his or her actions directly affect the overall success of the project, especially in cross-functional intersections. Each team member must realize that their personal contribution is of utmost importance to the overall outcome.
Accountability for the result is not just empty words, it is the realization that everyone must do their best to achieve the goal. It is necessary to strive for the necessary information and act to the best of one’s ability for the sake of the overall success. Ultimately, it is for the results that we will be judged and praised.
It is also important to remember that motivation and support play a key role in achieving success.
In order to achieve outstanding results, it is important to build a team that is not only strong and satisfied, but also able to grow and develop. After all, it is in the process of continuous development that a team learns new skills, gains confidence and becomes more cohesive. My main task as an expert is to help people in this process, to inspire them for personal and professional growth. I believe that true happiness for me as an expert lies in seeing my clients reach the top of their game thanks to my support and expertise.
– Tell us a little more about the rallies, team meetings?
– For effective project and team management in a company, it is important to maintain regular interaction and information sharing. One of the key elements of such interaction is daily morning meetings where metrics results are analyzed and current tasks are discussed. This helps all team members to stay informed and react quickly to changes.
In addition to morning meetings, weekly calls are also important. For example, based on the results of last week’s cohort by channel, it helps to analyze the effectiveness of marketing campaigns and adjust the development strategy.
One of the key aspects of our workflow is the weekly call between marketing and the sales department, where we analyze results for ABC leads (traffic) as well as all intermediate conversions and sales. At it, key performance indicators are discussed and decisions on next steps are made.
In addition, by hypotheses play an important role in the development of projects. By prescribing hypotheses on the structure of HADI cycles with the team, priorities and action plans are defined. This allows each employee to clearly understand their tasks and responsibilities, and ensures a systematic approach to testing and implementation of new ideas.
An important element of our teamwork is regular meetings that facilitate rapprochement and effective communication. Calls at the end of the working week, which can be called a party, we celebrate the end of the week, discuss various topics, answer questions and get to know each other better. These meetings are informal and help strengthen team bonds.
One of the important interaction formats in our team is individual 1-1 meetings with each team member. At these meetings, I get feedback, analyze the mood and condition of each team member, which allows me to better understand the needs and emotional state of my colleagues.
In addition, we have regular calls with the sales department to exchange news and feedback. This allows us to keep abreast of any changes within marketing and effectively coordinate our efforts with sales.
At the end of each month, we hold a general conference call to discuss the past month’s results and plan priorities for the next period. This is an important step that helps us strategize and act in a unified direction.
It is important to note that similar meetings and control activities are also held in the sales department under the leadership of the head of the sales department. I closely monitor the performance of the sales department, and if necessary, I actively intervene to find solutions and optimize work processes.
– Very interesting and informative. Thank you for sharing your experience with us.
