What do you expect from a marketer?

After a recent study of marketing recruitment adverts I have come to the conclusion that many businesses still don't put as much value on marketing as they do sales.

Marketing professionals are expected to be knowledgeable in a variety of disciplines which can alter the direction of the company yet it carries no real importance that translates into salary.

There is very little correlation between aligning marketing with sales as illustrated in the various job descriptions.

The analogy of paying peanuts and getting monkeys is definitely relevant, the salaries are woefully low.

The level of expectation is very high in terms of tasks required yet the salary and age expectation is more like asking a boy to do a man's job (or a girl and a woman's job!).

Businesses seem to get to a point where they become aware of the activities they need to undertake, probably assisted by the recruitment agencies when the job description is typed up but when it comes to realising how much time it takes to fulfill all the tasks, it comes as a surprise.

Instant Result Required

Many business owners are unaware how long it takes for marketing to have an effect on their business and so are reluctant to invest in the long term.

Whilst selling a product face-to-face can result in a sale, marketing is about slow burn. The whole point is planning and consistently following up which leads to a logical handover to Sales.

I see an element of disdain in recruiting marketing people as the perceived value rests on the sales person who is making the money. However it is more like the sale is the visible tip of the iceberg and the marketing effort is submerged and not seen!

If you know some of my background you will know that I've worked at both ends of the spectrum, from selling direct and running the whole show and after years of experience I'm now wholly committed to helping businesses function more easily and improving their income with the least amount of effort as possible.

Today's marketers need to understand the vast array of software and applications and how they are to dovetail to create a mechanism that makes money.  They are to understand people and personas so that any message automated or not, reaches the right person at the right time.

I read an article recently by Neil Patel, the tech wizz who created kissmetrics, Crazy Egg and Hello Bar. The title of his article was "why you shouldn't hire a marketing consultant" but the content was really referring to pay-per-click consultants and some of them can be a complete rip-off.

An Orchestra within an Orchestra

When it comes to marketing, I think the best illustration is an orchestra within an orchestra; the managing director has his/her own orchestra to conduct and marketing have theirs.

For the sake of this article below is a list of activities which comes under the heading marketing, so just in case you were thinking to get a school leaver to do the job you might want to think again.

It's not about paying consultants to tell you the time. They should be able to advise on developing your business so it makes more money and not just talk about branding, pretty graphics and so-called high-level issues. Tom Cruise got it right when he said in the film Jerry Maguire "Show me the money!"

Pay cheap, pay twice, monkeys and peanuts and all that, but take a look at what marketing entails.  I certainly wouldn't want someone inexperienced playing with my business!!!

Design

Advertising
Digital advertising
Print advertising
Banner advertising
 
Design
Graphic design
Publication and print design
App design
 
Events and exhibitions
Exhibition banners
Stand and display design
Merchandise
 
Specialist design
3-D modelling
Infographic
Iconography
Typography
 
Product
Prototype design
Product design
Packaging design
Point-of-sale
 
Video
Video production
Video design
Training videos
Advertising and promotional videos
 
website design
Website design
Social media pages
Microsite
UX & UI
 
Branding
Email template
Business stationery
Logo design
Mobile market
Company literature

Marketing

Marketing
Multichannel
Partner and associate
Social media
PR
Direct marketing
SEO
PPC
Branding
Marketing strategy
Campaigns
Content
Product marketing
Display advertising
Website analytics
Mobile marketing
 
Market research
Competitor analysis
Focus groups
Market analysis
Surveys
 
Customer acquisition
Targeting
Lead generation
Demand generation
Brand awareness
 
Advertising
Print
Gorilla
Radio
Online
TV

Advertising

Advertising
Strap lines and slogans
Advertising copy
Print services
 
General copywriting
Case studies
Articles and reports
Brochure copy
Marketing copy
Script writing
 
Online content
PPC ad copy
Banner ad copy
SEO copy and content
Website copy
Blogs
 
PR content
Journalism
Press releases
 
Technical writing
Datasheets
User documentation
White papers

Video

Video
Video production
Video design
Video publishing
Video direction
Video editing
 
Video services
Video hosting
Production crew sourcing
Film funding
 
Advertising and promotional videos
Online
TV
Viral
Vlog
Broadcast
 
Genre
Features
Documentaries
Shorts
Educational
Music
Training
Animation

Art

Commercial
Architectural
Industrial design
Technical drawing
Poster work
 
Photography
Commercial photography
Product photograph
Photojournalism
 
Painting and drawing
Book illustration
Pen and ink
Animation
Painting
Cover work
 
Specialist art
3-D art
Dynamic painting
Computer graphics
Pixel art
Street Art
Fine art
Sculpture

Technology

App development
Mobile app development
Tablet app development
Web app development
 
Data
Data backup
Database development
Data security
 
Networking
Network services
Network infrastructure
Hardware infrastructure
VoIP
Security system architecture
 
Website
Website for mobile and tablet
Website CMS
Website development
 
Software
Software development
Benchmarking
eCommerce
mCommerce
Integration
Testing
Software maintenance
 
Cloud services
Cloud migration
Amazon Web services

Innovation

Innovation
Exit strategy
Business fundraising
Start ups
IP discovery
Licensing
Partnership
Research and development
 
Consulting
Management consulting
Market sizing
Business development

Legal

Commercial law
B2B Law
Merger and acquisition
Commercial case law
Litigation
Compliance
Franchise agreement
IP and Patent law
Anti-trust
Trademark
 
Employment & resolution
Employment
Arbitration
Alternative dispute resolution
Contract
 
Financial and tax
Insolvency
Thanks loads
Pensions and incentives
 
Specialist Law
International law
Property law

Accounting

Accounting
Accounts preparation
Financial systems
Bookkeeping and accounts
Management accounts
 
Business essentials
Statutory accounts
Investment
Compensation and benefits
Finance and tax
Payroll
 
Financial planning
Audit and compliance
Financial and business planning
 
Reporting and models Budgets and forecasts
Business modelling
Financial reports
Share and business valuations

Human Resources

Strategy
Organisational design and development
Change management
HR systems and data service delivery and information
 
People
Recruitment and selection
Staff training and development
Talent management
 
Policy
Rewards and benefits
Employee pay structure
Employment relations and performance management
HR processes and policies