This is part three of a six-part series on marketing essentials for IT Services Providers.
A marketing strategy must constantly evolve and adapt, according to changing market conditions. The outcomes for all different types of business activities should constantly be appraised and evaluated. This will enable new strategies to be developed in order to improve your productivity, and ultimately the profitability of your marketing endeavors.
This is, in fact, the only way to transform your marketing center from a place in your organization that is thought of solely as an expense to a place that is thought of as a revenue creator. That means having the right people doing the right things, whether they’re in-house, an agency, or a combination of both.
Five Marketing Team Members That All Mid-Size Organizations Need:
- The Market Analyst is the person who figures out an overall plan and decides which is the ideal target customer. Some additional responsibilities for this role include understanding the gap between existing product and customers and determining customer preferences.
- The CRM Manager bridges sales and marketing, and deals with Customer Relations Management (CRM). A manager with a background in marketing and sales is ideal for this position, as they deal primarily with the business side of the equation.
- The Graphic Designer fills the role of a traditional marketing person. They’ll have to keep up to date with emerging trends in the field of graphic design, including new technology, tools, and applications—and then implement them. (This role is crucial for the team, but is not the end all and be all).
- The Creative Writer is the team member who needs to provide the relevant written copy to be used across all media. Not only do they need to write great articles, they'll also need to have advanced research skills. This will enable them to produce new topic ideas based on trends in social media and analytics, while developing a viable content strategy.
- The Marketing Strategist is a manager who oversees operations and ensures that the goals or objectives are reached. By understanding the product gap, the strategist thinks of ways to either close that gap or to make customers perceive that it can be closed.
This article is Part One of a six-part series. Check out Part Two.