Scroll Top

Managing the Marketing Function: Key Steps for Success

Makin - Marketing Advice

Marketing is critical in any business, regardless of size or industry. 

It identifies, anticipates, and satisfies customer needs and wants by creating and promoting products or services. 

Managing the marketing function has become increasingly challenging in today’s fast-paced world. It requires a strategic approach, a solid team, and effective tactics to achieve marketing goals. This post will discuss the key steps to managing the marketing function.

Defining the Marketing Function

The marketing function is creating, communicating, delivering, and exchanging value offerings for customers, clients, partners, and society. It involves researching, developing, promoting, and distributing products or services to meet customers’ needs and achieve organisational goals. 

Marketing is critical to any business’s success because it helps build brand awareness, attract and retain customers, and increase revenue and profitability.

To define the marketing function, it’s essential to understand the four Ps of marketing: product, price, place, and promotion.

  1. The business offers the product to customers and should be designed to meet their needs and wants. 
  2. The price is the amount customers pay for the product or service, and it should be competitive and reflect the product’s value. 
  3. The place refers to the channels through which the product is sold, such as online or in-store. 
  4. Finally, promotion includes advertising, public relations, sales promotions, and personal selling, which communicate the product’s value to customers.

When defining the marketing function, it’s also essential to consider the target market the group of customers the business wants to serve. Understanding the target market is vital for developing a successful marketing strategy and achieving marketing objectives.

Developing a Marketing Strategy

A marketing strategy is a long-term plan for achieving marketing objectives. It involves identifying the target market, understanding customer needs and wants, and developing a unique value proposition that sets the business apart from competitors. A marketing strategy should also consider the four Ps of marketing and how they can be used to create and promote products or services.

One way to develop a marketing strategy is to conduct a SWOT analysis for strengths, weaknesses, opportunities, and threats. This analysis helps to identify the internal and external factors that can impact the success of the marketing function. Based on the SWOT analysis, the business can develop a marketing plan that addresses these factors and outlines the tactics that will be used to achieve marketing objectives.

Another important aspect of developing a marketing strategy is understanding the customer journey, which is the process customers go through when researching, purchasing, and using a product or service. By understanding the customer journey, businesses can develop targeted messages and tactics that address the needs and wants of customers at each stage of the journey.

Establishing Marketing Objectives

Marketing objectives are specific, measurable goals that the marketing function aims to achieve. They should be aligned with the overall business objectives and be designed to support the organisation’s mission and vision. 

Marketing objectives should also be SMART, which stands for specific, measurable, achievable, relevant, and time-bound.

Marketing objectives include increasing brand awareness, generating leads, increasing website traffic, and improving customer retention. To establish marketing objectives, it’s important to conduct market research to understand customers’ needs and wants and identify growth opportunities.

Creating a Marketing Budget

A marketing budget is a financial plan outlining the resources allocated to the marketing function. It should be based on the marketing objectives and the tactics that will be used to achieve them. A marketing budget should also consider each tactic’s return on investment (ROI) and allocate resources accordingly.

To create a marketing budget, businesses should determine the total marketing budget for the year. This budget should be based on the organisation’s overall revenue and allocated based on the marketing objectives. Businesses should also consider the cost of each tactic, such as advertising, public relations, and events, and allocate resources based on the expected ROI.

Building a Marketing Team

A marketing team is essential for managing the marketing function. It should comprise individuals with various skills and expertise, including marketing strategy, market research, advertising, public relations, and digital marketing. The size and composition of the marketing team will depend on the size of the organisation and the complexity of the marketing function.

When building a marketing team, it’s important to consider the organisation’s culture and values and hire individuals aligned with them. The team should also be diverse and inclusive to ensure that a range of perspectives are represented. Finally, providing ongoing training and development opportunities is important to ensure the team has the skills and expertise to achieve marketing objectives.

Implementing Marketing Tactics

Marketing tactics are the marketing team’s specific actions to achieve marketing objectives. They should be based on the marketing strategy and designed to reach the target market and communicate the unique value proposition of the product or service.

Marketing tactics include advertising, public relations, events, social media, email, and content marketing. Each tactic should be designed to reach the target market at the right time and place. For example, social media can be used to reach a younger audience, while events can be used to reach a more mature audience.

Measuring Marketing Performance

Measuring marketing performance is essential for understanding the marketing function’s effectiveness and identifying opportunities for improvement. It involves tracking key performance indicators (KPIs), such as website traffic, leads generated, and customer retention rates.

To measure marketing performance, it’s essential to establish baseline metrics and to track progress over time. Businesses should also regularly review the marketing function to identify improvement areas and adjust the marketing strategy and tactics.

Essential For Success

Managing the marketing function is essential for the success of any business. It requires a strategic approach, a solid team, and effective tactics to achieve marketing objectives. 

By defining the marketing function, developing a marketing strategy, establishing marketing objectives, creating a marketing budget, building a marketing team, implementing marketing tactics, and measuring marketing performance, businesses can achieve their marketing goals and drive growth and profitability.

Please get in touch with us if you would like further advice on how to make a lasting impression on your customers!

Privacy Preferences
When you visit our website, it may store information through your browser from specific services, usually in form of cookies. Here you can change your privacy preferences. Please note that blocking some types of cookies may impact your experience on our website and the services we offer.