The term “marketing manager” is a broad one. Your level, your approach and your industry all make a difference to the job you do. In a typical workday, you may find yourself overseeing workflow, making strategy decisions, motivating your team, or analysing that lovely data your company relies on. All this can take an array of skills and qualities. We’ve listened careful to our marketing clients and listed what we think are the most important.
In no particular order, here’s our top 6 Marketing Operations Skills for Successful Marketing Managers;
1. Technology and Automation
Automating your marketing campaigns reduces cost, time and effort and helps your marketing team function more efficiently. A good Marketing Manager will know how to how to use technology and automation to streamline marketing processes such as customer segmentation and data integration. An outstanding Marketing Manager will do all this, and will also have a handle on what systems work best for your campaigns. Once you know how to maximise the technology and marketing automation systems that are available your campaigns will skyrocket. Which takes us to number 2…
2. Analysing Social Media
How did that last tweet do? Why did that Linkedin post resonate more than the other one? By gathering and examining historical data, behavioral data, and customer data, you can optimize campaign success and improve future performance. Though analysis and reporting of marketing campaigns are sometimes considered a less important part of the process, it is no less critical to your success. Don’t guess the best approach when data analysis can deliver the results you need.
3. Data Management
Just as you should have an understanding of technology and automation systems, it is important to understand data management. Gathered data allows for accurate campaign analysis and reporting and offers great insight moving forward. Know how to use Google Analytics. Know how to gather accurate data from your colleagues, your research sources and your social media accounts. Know the best tools to present what you have to the people who need it.
4. Workflow Process and Development
When you’re heading up a marketing team you’re not just managing data. One of your primary jobs is ensuring that work is completed to a high standard, on time. Get efficient, well oiled workflows in place that you can repeat for each and every campaign. Ensure everyone knows the process for routine tasks. The more team members understand their roles and responsibilities, the less you have to intervene. Take time to evaluate and fine tune those processes.
5. Talent and Skills Development
How’s your team looking right now? As the saying goes, “Leaders are people who do the right things; managers are people who do things right.” As a marketing manager, you need to be a mentor, motivator and coach. Find creative ways to bring out the best in your team. Identify their skills and talent and use them to produce innovative work. Encourage brainstorming, recognize areas of strength, work together on improving areas of weakness, and be open to hearing out new ideas. It can be a tricky balancing act between being assertive and approachable, but above all make sure your team members feel like they are on equal footing with one another and are a valued member of the team.
6. Project Management
We know this one’s a biggie. Project Management encompasses a wide range of skills but, in a nutshell, Project Managing is planning. Use the resources at your disposal to meet your goals and oversee tasks and functions. You need to be able to multi-task as you are constantly planning, strategizing, and organizing. You are managing resources and motivating team members, all to ensure that you meet project goals and finish them within the promised constraints.
What Did We Miss?
This list is by no means exhaustive and we’re adding to it all the time the more we get to know our clients. However, we believe that if you focus on the above you can achieve the results you need.
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