-but also "let the enterprise live tomorrow." "Living in tomorrow" needs to do the work of "future tense", do some work that is useless today and will be useful tomorrow, do a good job in the back end of marketing, do a good job in "underground work", and grasp that the marketing department will always move forward in the direction of "earning profits for enterprises tomorrow".
To carry out the mission of "let enterprises live tomorrow" in their work, we should correctly handle four relationships: present and future, stage performance and underground work, front-end and back-end, marketing department and sales department.
Present and future
As a marketing department, it is necessary to do a good job in both the present and the future. But in practical work, when dealing with the relationship between the present and the future, the marketing department can easily step into two misunderstandings:
The first misunderstanding is that the marketing department is stuck in the daily sales support work, which is the normal state of most marketing departments. Many people in charge of the marketing department have been involved in the daily sales support work from the beginning, putting out fires everywhere and taking over the functions of the sales department, resulting in overlapping functions, two voices and repeated conflicts. For example, after many marketing departments have compiled sales manuals for internal training and publicity, they have to go to dealers for a national tour training. How many people does the marketing department need if we work like this? When will the new product "sell well"? What did the salesperson do? Other marketing departments discuss the sales strategy, dealer strategy and action plan 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 items in the work plan in table 1 according to the present and future: 25 items belong to the present, accounting for 83%, and only 5 items belong to the future, accounting for 27%, which is seriously unreasonable. The performance of this marketing department can be imagined. The ass decides the brain. If the marketing department is caught in the quagmire of daily sales affairs, how can it get out and make suggestions for the future?
What forward-looking work does the marketing department have?
1, Long-term Development Plan for Enterprises in 3-5 years.
2. The annual business plan of the enterprise
3, the industry competition situation research and enterprise management strategy choice.
4. Product line planning
5, the new product annual development plan
There are also some marketing departments that tend to go to extremes when dealing with the relationship between the present and the future, and only do the work in the future tense under the guise of "let the enterprise live in tomorrow". They believe that the establishment of the marketing department is not to complete the current performance, but the goal of the marketing department is to "earn tomorrow's profits" and "let the enterprise live in tomorrow", so it is necessary to maintain a certain detachment. It is the business of the sales department to complete the current performance, and the task of the sales department is to complete the sales target within the set time and designated area. The main task of the marketing department is to make the enterprise "icing on the cake" instead of "giving charcoal in the snow". "icing on the cake" is an important but not urgent task for future planning; Giving charcoal in the snow is an urgent and unimportant task that needs to be solved urgently at present. Don't think that the marketing department hasn't done anything practical. The marketing department has done a lot of work for the future planning, but it has not been implemented yet.