Question

Topic: Other

Roles And Accountabilities

Posted by my2wins on 11/24/2016 at 2:06 PM ET 250 Points
What are the best ways to establish the right mix of roles and responsibilities across all main departments in a marketing function (product marketing, corporate marketing, field marketing)?
People seem to either trip all over each other duplicating efforts, doing what they like or want to do, not what they should -- or there are major gaps and this leaves little to no coverage on important execution elements. How to make sure the entire relay is a well oiled machine?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Jay Hamilton-Roth on 11/26/2016 at 12:17 PM Accepted
    Are you in a leadership role or one of the staff tripping over themselves? This is a job for leadership to initially map out the "big picture" and then fine tune it with staff input. You might wish to establish some baseline analytics to better understand the resources involved with each of your major functions, then compare the results after you tinker with your process.

    There's no magic formula that works across all industries and companies.
  • Posted by mgoodman on 11/29/2016 at 12:59 PM Accepted
    You need to start by understanding what happens now, where the overlaps occur, and what's slipping through the cracks. You also need to be sensitive to what's visible to the customer base and what's internal, and to the individual strengths and weaknesses of your people. And, of course, you need to understand the company's mission and overall business strategy.

    The transition from your current organization to a better one in the future is more likely to go smoothly if it's evolutionary, not revolutionary.
  • Posted by Peter (henna gaijin) on 11/29/2016 at 1:28 PM Accepted
    I agree with Jay that it is up to Leadership in the organization to set this, and that there is no magic formula. Much depends on your organization and how it is currently laid out, its size, the skills of the people, etc.

    Very common to break out by function (marketing communication, product marketing, online marketing, etc.), and also break out by vertical product group if you have multiple products (have a product manager for product a and another for product b).
  • Posted by Shelley Ryan on 12/13/2016 at 2:09 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Other)