Marketing Department Job Responsibilities

The responsibilities of the marketing department; first of all, let the company live well today. It is to have income, profit and growth. This is the current work. At this stage, we mainly cooperate with the sales department and customers to do a good job in the front-end of marketing, do a good job in "stage performance", and provide adequate support to the sales department and customers, etc. .

--We must also "let enterprises survive tomorrow." "Living in tomorrow" requires doing work in the "future tense", doing some work that seems useless today and will be useful tomorrow. We must do a good job in the back-end work of marketing, do a good job in "underground work", and grasp the marketing department's eternal direction of "serving the enterprise". Earn tomorrow's profits" direction.

In order to implement the mission of "Let the enterprise live tomorrow" at work, we must correctly handle "the present and the future", "stage performance" and "underground work", "front-end and back-end", and "market". The four major relationships are "department and sales department".

Present and future

As a marketing department, we have to do both current work and future work. However, in actual work, the marketing department easily falls into two misunderstandings when dealing with the relationship between the present and the future:

The first misunderstanding is that the marketing department is trapped in daily sales support work and cannot extricate itself. This is a big mistake. The norm for some marketing departments. Many people in charge of the marketing department have devoted themselves to daily sales support work from the beginning, putting out fires and overstepping the sales department's functions, resulting in overlapping functions, two voices, and constant conflicts. For example, many marketing departments compile a "Sales Manual" and conduct internal training and presentations, and then go to dealers to conduct nationwide training tours. If this method of work is followed, how many people will the marketing department need? How long does it take for a new product to “sell”? What are the people in the sales department doing? Some marketing departments discuss the sales strategies, dealer strategies, and action plans of each region with the sales department every month, and take the work of the sales department as their own responsibility.

We can classify the work plan items in Table 1 according to the present and the future: there are 25 items that are current and sales support tasks, accounting for 83%, and only 5 items are future and planning tasks. Items, accounting for 27, are seriously unreasonable. The performance of this marketing department can be imagined. "The butt determines the head." If the marketing department is stuck in the quagmire of daily sales affairs, how can it get away to create ideas for the future?

What forward-looking work does the marketing department do?

1. "Enterprise 3-5 Years Long-term Development Plan"

2. "Enterprise Annual Business Plan"

3. Industry Competition Situation Research and Enterprise Operations Strategy Selection

4. Product Line Planning

5. New Product Annual Development Plan

Some marketing departments are prone to extremes when dealing with the "relationship between the present and the future" ization, under the guise of “making the company live in tomorrow”, it only does “future tense” work. They believe that the marketing department is not established to achieve current performance. The goal of the marketing department is to "earn profits for tomorrow" and "let the company survive tomorrow." It is necessary to maintain a certain degree of detachment. Completing the performance of the current period is the responsibility of the sales department. The task of the sales department is to achieve the sales target within the designated area within the set time. The main task of the marketing department is to make the company "icing on the cake" rather than "giving help when it's time". "Icing on the cake" is planning for the future, important but not urgent tasks; "giving timely help" is urgent but not important tasks that need to be solved urgently at the moment. Don't think that the marketing department has not done practical things. The marketing department has done a lot of work for future planning, but it has not been implemented now.