Well, it's fairly simple. In the past, marketing managers have been leaders and innovators. They typically hold a role where they set the strategy for their team to implement, and hold each individual team member accountable for their piece of the puzzle.
Fast forward to 2018, and it's changed. Here's how:
- Strategies are developed collaboratively, with ownership given to each individual department and team member. It no longer solely rests on the shoulders of the marketing manager
- Position descriptions for each role in a marketing department is now written by the individual themselves and signed off by the marketing manager and human resources.
- In the past, marketing managers have been responsible for 'idea generation' and now they are not responsible at all for this area. It is a collaborative approach and every member of a marketing team is responsible for generating ideas and campaigns.
- ROI is the responsibility of both sales and marketing. Marketing provides the forum for sales to occur, so they are solely responsible for bringing in leads, but also hold responsibility for sales conversions. Do the sales team have all the marketing material to substantiate their benefit of buying from them over their competitors?
- Teams run businesses, not individuals. If the team is not performing, the marketing manager loses their ability to perform also regardless of the situation.
- Briefs are developed by team members, and marketing managers sign off, but only if team members are looking for a second opinion. It is most likely the case that the team member knows more about their discipline than their marketing manager.
- Reverse performance reviews put everyone on a level playing field and encourage a team environment conducive to performance criterias that are actually met as a team rather than individuals.
Marketing Managers roles are becoming quite obsolete, as flatter marketing department encourage collaboration and fairer distribution of workload than what a traditional marketing department use to have. In addition, it is most likely that individuals in the team know more about their area of marketing than their bosses, so it makes it difficult for marketing managers to rate their performance other than through their interaction with sales departments and ultimately sales results.
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