There are many reasons why a company’s marketing campaign may not be up to scratch. Most of these reasons are things that the company can actively change simply because they got things wrong. But there are some scenarios where the people leading your department just don’t get how things work.
They don’t understand how marketing works because they are stuck in the past or they came from another niche with differing viewpoints. If you want to do anything about this, you need to understand why certain marketing managers just don’t the world of modern marketing.
The Matrix Organization
Bigger organizations are notorious for being matrix organizations. You may have to report to multiple departments informally or formally. Communication isn’t always consistent across all departments and so your marketing manager may only be getting a small part of the overall picture.
This can lead to wrongful impressions and putting the wrong people in the wrong places. Communication is essential and the only person you should be reporting to is your marketing manager, nobody else. That’s how to make a matrix organization work, by keeping things simple.
Different Points of View
Sometimes you can have completely different points of view. Your manager may see things in one setting or a different light to everyone else. The problem is they have the final say so it could lead to them dragging the entire department in a direction they don’t want to go.
A good manager listens to what his subordinates are saying. They ask for feedback and they believe in doing things democratically so they can learn.
There’s nothing more annoying than a bad interaction with a customer. But there’s also nothing more frustrating than a boss who takes it personally and holds you to account over expectations that were never voiced in the first place. Bosses are well-known for saying one thing but really expecting another. Apparently, 40% of all workers say unrealistic expectations make them feel unhappy at work.
And this isn’t a good thing because it nearly always means that employees are less confused. The same goes for any marketing department. You have to give your employees clear goals and expectations otherwise you are just going to leave them frustrated.
The performance of employees is generally based on metrics, such as sales results, production, quality, and attendance. But these are only numbers on a chart and they don’t say everything there is to say about an employee. The people on that person’s team will be measuring performance based on metrics that can’t be put into numbers, such as ability to communicate and teamwork.
Marketing managers need to look away from traditional operational metrics and concentrate on the things that can’t be accurately measured instead. Use them together for the best results.
It would be easy to say that the biggest example of poor communication is to just list everything above this section. The four failings of marketing managers detailed above actually come from the fact that communication simply isn’t there. There’s a disconnect from the beginning and that’s why these things are happening.
But this can be changed. There’s no reason why it has to be something that remains. It may require changing the structure of your company, or it could require a completely new manager entirely. Whatever it is, solving the problem of lack of communication will enhance the performance of your organization.
It’s All in the Way You Hire
You can avoid many of these problems by hiring the right person from the beginning. The main issue a lot of companies have is they are hiring the wrong people from the start. And if they do have other talents companies aren’t training them to communicate and to lead a better marketing team.
During the hiring process, you should go further than just asking people about operational metrics. Yes, marketing is a results-based business, but these numbers aren’t the only things that matter. Do bear in mind that many marketing departments are successful not based on the manager but due to a range of factors, such as the overall team and what the company happens to be selling.
Dig deeper into the numbers and find out more about the manager. Consider how they communicate and how they address problems.
Last Word – What Can You Do?
The answer is in training. Anyone can be molded into a better manager with better business communication skills. If your marketing leader just isn’t getting it, now is the time to act. The longer you allow the issue to remain the worse it’s going to get.
How will you react today?