According to research, the average CMO tenure has dropped by two months since 2018. If you count how much it takes for a marketer: leaked budgets, salaries, the “golden parachute”, you get a huge amount. Therefore it is important to constantly analyze the capabilities of your employees in terms of business objectives. Here are five signs it’s time to fire your marketing manager:
1. Your Marketing Manager Doesn’t Build Marketing On Data
Most likely, such a specialist, when launching advertising campaigns and building a promotion strategy, will focus on their guesses and feelings, and this is a direct risk of wasting the company’s marketing budget.
No matter how experienced a marketer is, he shouldn’t forget that you and the entire marketing department of the company are not your target audience. The very first step in preparing to launch campaigns should be custom development – researching the barriers and needs of your potential customers.
Only on the basis of the data obtained from the respondents during the research, the marketer can determine the preferred advertising channels to use in the work with the segment. If a specialist who just came to your company did not ask about the already conducted target audience studies and did not offer to conduct them, this is a bad marketer. This might result in leveraged budgets.
2. Your Marketing Manager Doesn’t Bring In Incoming Leads
The marketer’s job is to attract as many hot leads as possible who want to buy or try a product. A competent digital advertising specialist will find the maximum number of ways to attract the user at each stage of the funnel: content marketing, interactive mechanics, and retargeting – impressions for users who once interacted with banners or a product site.
The sales department will only have to accept applications and work with scripts, leveling out rare objections, and providing customers with more information about the product in a personal conversation.
If a marketer is used to shifting their work to others, they only bring cold leads from users who have little interest in the product. They, for instance, launch clickbait companies and focus on high CTR – click-through rates, instead of taking advantage of the product in advertising banners and attracting high-quality leads.
3. Your Marketing Manager Doesn’t Solve Problems And Complains About Lack Of Time
Each of us has force majeure at work: you can miss the deadline, miss an important detail, or make a mistake – we are all human and we are entitled to make mistakes.
However, these situations are a great way to evaluate your company’s marketing manager in terms of problem-solving skills rather than making excuses for them. If the marketing manager has already voiced a problem and asked management for help with an additional resource, but they were refused due to budget constraints, this is not the specialist’s fault.
The solution to this situation can be a conversation between the marketer and the company director. Ask a specialist to calculate ROMI (Return on Marketing Investment) – return on marketing investment. If everything is in order with them, then provide the marketing manager with additional funds with the condition of monthly tracking the plan-fact of the resources spent to the profit received and the fulfillment of the KPI for attraction.
If the specialist does not agree to this and his only argument is: “Everyone has helpers and I need help,” then it’s time to say goodbye. If you can’t do this on your own, turn to construction accounting services.
4. Your Marketing Manager Didn’t Set Up A Customer Acquisition Funnel
A competent marketing manager must build a user acquisition path, set up all the necessary tools, and establish workflows. At each stage of thefunnel, a specialist should provide CR – conversion rates, a graph of their change when moving from stage to stage. Ideally – formulate hypotheses for improving performance, identify the necessary time and resources for testing.
If we work with the first touch, we need to use data from the analysis of the target audience and build hypotheses for creatives based on them, if this is retargeting, we need to work with special offers: discounts and bonuses for a purchase.
For a really worthwhile specialist, the acquisition funnel is controlled from the first interaction to the purchase. A marketer who came to sit in an office for a salary has no need to optimize promotion: eliminate bottlenecks in the funnel, conduct A / B tests of creatives, and a website.