by Stefan Repin

Nov 7, 2019 · 5 min read

Why do businesses need marketing? & What is the right way to manage marketing?

Let’s imagine that the CEO of an IT company has decided that marketing is necessary to further their business.

Now it is necessary to organize effective marketing within your business.

In this article, we will consider the main options for how you can organize marketing in your company, and we will also describe the pros and cons of each approach.

This way you can choose a marketing path and implement it in your business or change the existing approach to a more efficient one.

 Figure 1: If you want to do well, do it yourself.

An example of how this scheme may look in practice:

 

Here is a real-life example:

Pros:

  1. It gives a sense of control.
  2. The CEO knows everything about marketing and can therefore; they stay knowledgeable if they turn over the task at one point.

Cons:

  1. Most of the time, all these activities fade away when the founders have new concerns.
  2. Usually, they put in a very weak effort, meaning this part of the business will suffer.

Major mistakes:

The main mistake would be to stay up long at this stage.

What to do:

Switch to another approach.

Figure 2: CEO & Co

An example of how this scheme may look in practice:

Advantages of this scheme:

 Cons:

Because of this, either the work of the contractors is self-employed (= no result). Or TORs for contractors (for example, to improve the site) are very slow (= slow result).

Major mistakes:

What to do:

Figure 3: Lone Marketer

The best example of how this approach may look in practice:

The pros of this scheme:

  1. It seems cheap.
  2. The person is fine enough.
  3. Maybe this person will make improvements.
  4. If they work properly, you can see a steady growth. 

 Cons:

  1. One person cannot be a pro in everything (context, SEO, site, content), so often acts ineffectively.
  2. Often there is no real authority, everyone agrees with each other.
  3. The strategy rarely exists in this approach.  

The main mistakes:

  1. The marketing specialist reports to the head of sales (this is not always good).
  2. No budget.
  3. No strategy.
  4. It would also be a mistake to hire people with an interest in marketing, but with no experience.
  5. Having gained experience, it will burn your budget and go to a competitor for other money.

What to do:

If a person is a T-specialist, the approach can work.

If the marketer is strong:

In fact, move on to the next stage.

Figure 4: Marketer & Co

An example of how this approach may look in practice:

A marketer does what he does well (for example, context). The rest of the project is given to the contractors whom the marketer employs.

Advantages of this scheme:

Cons:

Major mistakes:

 What to do:

  1. Make sure to keep up with communication. 
  2. To grow from a CMO marketer.
  3. If you want more, you can still switch to another scheme and look for a CMO.

 

 Figure 5: Hire a CMO 

An example of how this scheme may look in practice:

 

The advantages of this scheme:

Cons:

  1. The most expensive option.
  2. The price of error (hiring the wrong CMO) is very high.
  3. Finding a good CMO is very difficult.

The basic errors:

  1. Miscalculation of the cost.
  2. To make the head of the sales department responsible for marketing.

Conclusions:

If you’re just getting started, you can try working in CEO & Co mode, but get to the Marketer & Co.

And there’s a CMO, and it’s all around the corner. Just contact us 😉

 

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