How to form a marketing team?

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How to establish a marketing team

Marketing is the leader of all the work of enterprises, and building an excellent and efficient marketing team is the top priority of enterprise marketing work. This paper mainly introduces the author's experience in the process of establishing an efficient marketing team and three common means to maintain the efficiency of the marketing team.

I. Introduction

Team is the most popular way of cooperation between organizations and groups. Its essence is communication, division of labor, cooperation and progress, forming a team with clear goals and fighting capacity. With the rapid development of economy, the smoke of competition in commodity society can be seen everywhere, and marketing plays an extremely important role in enterprise competition. The marketing team is like a guerrilla who stormed in a positional war. It not only plays the role of attacking the city and pulling out the village, but also is in danger of a bloody battlefield. It is no exaggeration to say that establishing an excellent and efficient marketing team in an enterprise can change the fate of an enterprise.

The author's department is the market development department of a high-tech enterprise with military background. This department is mainly responsible for the company's marketing, sales collection, and the planning of large-scale activities of the company. After more than a year's construction and operation, the Marketing Department has initially established a marketing system for military products, civilian products and military trade exports, held more than ten large-scale product promotion conferences, and developed customers in more than a dozen industries, including government agencies, communications industry and software industry, and signed contracts of more than 50 million yuan each year. The key of its marketing work is to establish an efficient marketing team.

The following are my thoughts and suggestions on establishing an efficient marketing team.

Second, the composition of an efficient marketing team

An efficient marketing team should be an organic combination of self-management marketing team and learning marketing team.

(1) Self-management marketing team

Self-management team is a truly independent team. Team members not only discuss how to solve the problem, but also personally implement the solution to the problem and take full responsibility for the work. The nature and goals of marketers determine that marketers should establish self-management teams.

Table 1: The main difference between self-managed marketing team and traditional team: self-managed traditional team.

Equal organization, flexible division of responsibilities, flexible code of conduct, strict hierarchy and clear division of labor

Collective participation in decision-making, decision-making flexibility, lower-level decision-making flexibility.

Leaders emphasize democracy and self-management, and command and obedience.

In control, it emphasizes guidance and support to strictly control subordinates, and emphasizes supervision, coercion and punishment.

Communication is multi-angle and informal, with low communication frequency and low written communication frequency.

(2) Learning marketing team

Management guru Peter? Sheng Jie pointed out in the book "The Fifth Discipline" that the establishment and development of a learning organization must have five new "technologies", namely, self-transcendence, changing mental model, establishing the same original scene, team learning and systematic thinking. Learning marketing team is a learning organization and a new type of self-realization team. Its two most important features are: * * * common vision and systematic thinking. Psychobehaviorist Maslow pointed out that the most striking feature of excellent teams is that they share the same vision. * * * Common vision is the lofty goal to be achieved by the organization, and it is the common aspiration of the personnel of the organization. * * * The same vision can strengthen the relationship between team members and make the team regard the team as "our team" instead of "responsible team". With the same vision, teams and team members can cultivate unlimited creativity and enthusiasm, and can motivate themselves to pursue better goals than the work itself.

In the marketing team where the author works, team members are equal to each other and cooperate flexibly according to the nature of marketing projects. Through "authorization", team members have more independent decision-making power, and those closest to the market have the most say. The department manager only provides marketing guidance and support, cultivates each team member's sense of collective honor and ownership, taps everyone's potential, gives them opportunities for career development, and encourages team members to constantly improve themselves, thus achieving 1+655. 2 "The whole is greater than the sum of the individuals". At the same time, the market development department builds a learning organization, trains team members to establish a vision of teamwork, look at problems with a systematic thinking method, gradually realize self-transcendence, learn how to cooperate with each other, and build a new mental model to meet the marketing needs of the company. Over the past year, the marketing department has adhered to the system of weekly meetings. At the regular meeting, the marketing executives reported last week's work, put forward the problems existing in the work and the work plan for next week. Through regular meetings and "brainstorming", we can help you brainstorm, solve problems encountered in the marketing process, formulate marketing strategies and exchange marketing information and skills. This regular meeting system not only strengthens the communication and exchange of marketing experience among department members, but also improves the efficiency of communication and resolution and the management level of marketing team.

Third, how to establish an efficient marketing team?

(1) Select an excellent marketing team leader.

As the saying goes, "the train runs fast, all by the front belt." To build an efficient marketing team, we must choose excellent marketing team leaders.

First of all, team leaders should have skilled marketing experience and knowledge, and play the role of strategic guidance, target management and team training for the whole marketing team of the enterprise. If the team leader lacks professional, systematic and skilled marketing knowledge and practical experience, it is difficult for him to command the marketing team to win the battle in the fierce market competition.

Secondly, the team leader should have high personal accomplishment, moral character and personal charm. He must always set an example and integrate personal interests into public interests. He is a model figure of the whole team and an example for the whole team to learn.

Finally, team leaders should have an open-minded attitude towards learning. Through continuous learning and self-improvement, it plays an exemplary role in learning in the marketing team.

(2) Establish an effective incentive system

The establishment of an effective incentive system ensures the efficient marketing team and the normal operation of the team, and plays a positive role. In terms of incentive content, we should pay attention to both material incentives and non-material incentives, such as recognition, competition and promotion. The incentive system should be "tailored" according to the characteristics of each marketing team, and each index and content should be set according to how to give full play to the positive role of the marketing team, with emphasis on incentives and light constraints. After the system is formulated, we must stick to it.

For a long time, there are some problems in the evaluation work of the author's department, such as the lack of clear evaluation objectives and systematic evaluation indicators. In order to make the evaluation more scientific, fair and just, the market development department has explored an effective performance evaluation incentive system. Through the combination of qualitative evaluation (comprehensive quality evaluation) and quantitative evaluation (marketing performance index evaluation), marketers and the whole marketing team can be effectively motivated. Qualitative assessment includes: teamwork, sense of responsibility, work attitude, comprehensive analysis ability, innovation ability, communication ability, etc. Quantitative assessment includes: the completion rate of performance target of market development department and the completion rate of individual performance target. Among them, qualitative assessment results accounted for 40%, and quantitative assessment results accounted for 60%. This system closely combines individual performance with team goals, which greatly improves employees' work performance and team spirit.

(3) Establish a reasonable training system

In order to adapt to the ever-changing market demand, an efficient marketing team must establish a reasonable marketing training system, organize domestic and foreign marketing experts, professors, scholars and experienced practitioners in the same industry on a regular basis, conduct targeted business training according to the role orientation of each member of the team, and cultivate the speaking ability and channel management ability of team members, so as to make it a learning dynamic team. Constantly learn new knowledge in marketing concepts, marketing techniques, marketing management, etc., constantly improve practical skills, and dynamically adjust and adapt according to the actual situation, so as to keep the quality of team members and the overall quality of the team at the advanced level in the industry.

Many enterprises' assessment indicators for marketing personnel are limited to marketing performance, but lack of specific learning indicators. An efficient marketing team should formulate a strict learning system and implement it persistently, and take it as a standard to evaluate the performance of marketing personnel.

Over the past year, our department has mainly carried out the following training:

"Marketing and Professional Sales Skills", taught in Taiwan Province Province for two days, systematically introduced the basic theory of marketing and some professional sales skills.

"Sales Briefing Skills", taught in Taiwan Province Province for two days, comprehensively introduced the production method of sales briefing and some skills of on-site communication.

How to develop new markets, domestic lecturers teach for two days to guide marketers on how to develop new markets.

"Financial management", taught by the company's financial director for one day, guides the financial knowledge that marketers should pay attention to when signing business contracts.

"Business English", taught by English training school teachers for two months (weekends), is aimed at the company's military export business and aims to strengthen the team members' business English knowledge.

Communication skills, domestic lecturers teach for one day, systematically introducing the communication skills commonly used by marketers in business activities.

In addition, the company also used VCD, projectors and other multimedia teaching tools to conduct detailed training on the basic etiquette and speech skills of marketing personnel. Through training, not only the cohesion and centripetal force of marketers are enhanced, but also the internal potential of marketers is stimulated. They draw inferences from others, put forward many original suggestions and ideas, and applied them flexibly in the market, and received unexpected market effects.

(4) establish clear marketing objectives

The goal is to motivate the learning marketing team to maximize their potential. As an efficient marketing team, we should have clear marketing objectives. The whole team members should define the marketing objectives, including the company's marketing tasks, various indicators of marketing profits, sales channel construction, brand building, and the specific objectives of each member.

The key to establishing an efficient marketing team with clear goals lies in the formulation, decomposition, communication and authorization of marketing team goals. At present, many enterprise marketing teams lack a clear goal, or just an inoperable macro goal. The rationality, basis, refinement, implementation and adjustment boundary of goal setting are not specific, so it is difficult for the marketing team to work under a clear goal and form a joint force.

Team leaders should decompose the content according to the different markets and professional fields of team members, and let the corresponding team members participate in the formulation of various goals, and then compare them with the marketing goals of team leaders, so that the marketing goals and team leaders can reach a * * * understanding, and finally implement them under the guidance of the overall goal. The goal of the marketing team must be specific, reasonable and clear, so that team members can really understand and grasp it.

After each goal is set, the team leader should check and evaluate at a specific time and place, and find out the reasons and solutions for the indicators that cannot be completed.

(5) Create a working and learning atmosphere of mutual respect and trust.

To build an efficient marketing team, it is necessary to create a working atmosphere suitable for the vitality of this marketing team. Every team member should respect and trust each other, and the whole team should be full of vitality, relaxation and passion. At the same time, the team should be a big stage, and each member can show his marketing genius to the fullest.

First, regular "brainstorming" encourages team members to boldly imagine, conceive and execute their work. Team leaders are the most patient listeners of each member. They should vigorously affirm and encourage reasonable suggestions and ideas in public. Don't directly criticize the unreasonable elements in the thoughts of its members in public, so as not to dampen the enthusiasm and bold imagination of team members. Instead, we should interview members privately after the meeting, point out their shortcomings, and point out several solutions to improve the problem, so that members can judge for themselves and finally find out the answer.

Secondly, team leaders should seize the opportunity to praise your team members, especially in front of customers and company members, so as to inspire them to become the best marketers.

For dealing with the "black sheep" in the marketing team, we should pay attention to certain strategies. The more artistic way to deal with it is to state the harmfulness of their mistakes separately and send them to the whole marketing team for discussion, and vote on the results by secret ballot, so that team members can know their mistakes and learn from them.

(6) Streamline the organizational structure of management

At present, many state-owned enterprises and some foreign-funded enterprises adopt a matrix structure, with the general manager at the top and officials at all levels assigned to the lowest employees step by step. There are as many as four links in top-down information transmission, and the management department manages it vertically. Information transmission is organized in various departments, transmitted to the general manager in a straight line, and then transmitted to another functional department by the general manager in a straight line, which leads to the lag of information transmission.

An efficient marketing team should try to break the management organization structure of the original enterprise, shrink and reduce the management level, and reduce artificial bureaucracy.

The author's market development department adopts the "two-point straight line system", from the general manager to the marketing person in charge, fully empowering the marketing person in charge and speeding up the decision-making efficiency.

Fourth, how to keep the marketing team efficient?

(1) communicate honestly

The marketing team consists of everyone. These people may get together because of interest goals, but after getting together, it is not a simple interest relationship. Everyone has their own ideas and unexpected principles. How to make them give up some of their edges and corners, blend together and show the best side of team members as much as possible depends on spiritual communication. To truly achieve the state of frank communication, team leaders should understand a truth: God has given a person two ears and a tongue, which is a gentle hint and requires team leaders to listen more and talk less.

The author's department created an open and frank communication atmosphere. Marketing executives can fully exchange their opinions and express their suggestions. They can not only express their personal opinions freely, but also listen to and accept the opinions of other team members. Through mutual communication, they can discuss business matters with each other, remove obstacles and enhance understanding. In the team, we can truly understand each other and cooperate harmoniously.

(2) Cold system and thermal management

The construction of an efficient marketing team is inseparable from a relatively perfect enterprise system. But the enterprise system is hard and cold, and the principle is "square", which must be adhered to. At the same time, in the marketing team, various forms of humanized management of soft, hot and "garden" play a key role in stabilizing the marketing team and can also stimulate the overall creativity of the marketing team. Those who violate the "rules" should not only be punished according to the "chapter", but more importantly, they should be sensible, emotional, show human nature, "trace the source" and explore the reasons in depth so that they will not commit crimes again.

(3) execution culture

Without execution, there is no competitiveness. If the marketing team wants to realize execution and shape into an execution team, it must first establish an execution culture within the marketing team. A marketing team with a good executive culture, team members will certainly work hard and pay attention to speed, quality, details and discipline. At the same time, the executive culture needs not only the executive power of the team leaders, but also the high executive power of the team members, so as to truly implement the responsibilities of their posts, realize the goals of the marketing team in the post decomposition of each team member, and finally ensure the final realization of the marketing team.