Outsourced Marketing Director Services
What are the Pros & Cons?
TIME & MONEY
Job Description for Marketing Director According to Salary.com
Directs and oversees an organization’s marketing policies, objectives, and initiatives. Conducts market research and develops marketing plans for specific products, services, or business lines. Reviews changes to the marketplace and industry and adjusts marketing plan accordingly.
Most Directors of Marketing are managing the overall plan which is great if you can afford one. While some Directors of Marketing will actually produce content, many of them are not the same person that does the content and activity execution on a daily basis.
It’s a catch 22. Most small businesses can’t afford both a Director of Marketing and a junior execution person. Almost every small business needs at least one junior marketing person to execute on a daily basis. Junior marketing people might be great executing but that person is generally NOT good at developing the strategy – they don’t have the experience to plan or gravitas to make tough decisions, so much falls back on other company leaders. Hiring an outsourced Marketing Director to do yearly planning, quarterly reviews and weekly keep-on-track meetings is much less expensive than hiring a full-time Director of Marketing.
What we’ve found at Excelerai is that, in today’s modern content based marketing approach, focusing as specifically as possible on a few ideal customers gives the best returns. We’ve been referring to this as “straw” as opposed to ‘traditional’ funnel marketing. When you market through a straw you have a very specific message targeted at the ideal customer and they are much more likely to pay attention because you ‘know’ their problems and frustrations and can have very high-value conversations. This increasingly important approach is also a highly strategic approach, that requires the experience of an experienced marketing director.
The second aspect of strategy is being able to stand out from your competition. According to my new favorite sales book, The Challenger Sale, only 35% of companies have a true differentiation. I will tell you that we very rarely meet someone that can tell us why their company is truly different.
An Outsourced Marketing Director MUST be able to help you identify both your ideal customer and help you discover or create your differentiation.
OUT OF THE BOX THINKING
Have you ever written & proofed a document only to find out it had multiple typos or errors in it? When you hire Exceleri, you get a team that checks each others’ work, keeps each other on their toes and bounces ideas off one another. A team will improve the quality of your marketing as well as bring a new perspective which can really help invigorate a company.
What should an outsourced Director of Marketing be able to deliver/develop?
- Understanding who your ideal customer is (this is NOT anyone that has money!)
- Understand what pains and frustrations your ideal customers have.
- Guiding you to develop or discover what your differentiation is…and backing it up.
- Creating a yearly calendar of all marketing activities both internally and externally focused.
- Be able to instill marketing into Sales, Customer Service, and all other aspects that are customer facing.
- Be able to make marketing process driven instead of a black box of mystery.
- Be willing to help hire a full-time replacement staff person for you when you get to the point that you need it.