The cardinal sin of marketing.
Usually due to failure of the marketing team
to co-ordinate sales and production forecasts. Company politics
may play a big part in this failure.
One of the main reasons this occurs is when company management is
limited to the managing sales and production directors
without a marketing director.
The sales and production directors defend their territories in terms
of performance but without a marketing director there is no coordinating
link between the two.
The management role of the marketing director is to forecast long
term sales potential and fuse this together with short term annual
forecasts provided by the company's sales force. In addition, the
marketing director must play a diplomatic role in encouraging production
to join sales in budget forecasting. It is the lack of forward
planning which is the main problem.
In smaller companies the role of the marketing director is absorbed
by the managing director. Unfortunately through lack of available
time the marketing factor is left to slide, thus creating huge frictions
between production and sales.
Is it necessary for every company to have a marketing director?
For those with turnovers in excess of £5 million per annum the answer is YES.
MPC plans and co-ordinates marketing campaigns
by bringing together production, marketing and sales teams.
See also MPC's marketing strategy in Retail,
FMCG and Leisure
;
and MPC's project management services in Retail,
FMCG and
Leisure
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