Digital transformation and the growing importance of digital marketing have made the demand for marketing professionals greater than ever before. If your company isn’t already thinking about how it can ramp up its marketing department, then it’s time to get to work. Even small businesses can benefit from investing in a dedicated marketing department. That’s because marketing departments are responsible for everything from market research to social media campaigns and everything in between. A dedicated marketing department can also help to streamline decision-making, which will ultimately help your company to grow.
You’ll Be In Control
Marketing departments can be incredibly resource-hungry - and that means that you’ll need to be able to afford to hire people who are specialists in the field. That has its advantages, of course, but it can also mean that you have a host of very specific demands on your team members. If you’re hiring someone to be a marketing manager, they’ll likely be responsible for all aspects of marketing. That can mean that they’ll be responsible for content marketing, email marketing, social media management, and more. Depending on the size of your company, this can be very challenging. You’ll want to make sure that you hire someone who you can trust to do their job well, but it can be difficult to predict how they’ll react when they’re expected to do so many things.
You’ll Be Able to Grow Your Business
If you’re looking to significantly increase your revenue, one of the best places to start is with your marketing strategy. Now, this may seem obvious, but it’s worth emphasizing. It’s not enough to just have an idea that you want to start marketing to your customers. You actually need to begin the process of figuring out what that marketing should look like. You should be regularly testing new strategies, and you may even want to consider outsourcing a part of your marketing. This may not be feasible for all companies, but it can be a very effective way of growing your business. You can test different strategies, identify the ones that are most effective, and then begin to grow your team around those strategies.
You’ll Be Able to Leverage Existing Resources
If you have an existing marketing team, it can be tempting to just hand over the reins. After all, they may have experience, they may be familiar with your company’s products, and they may even be your employees. But handing over control is rarely the right thing to do, and there are a number of reasons why you should be hiring a marketing manager. One of the main reasons that you should be hiring a marketing manager is to help you leverage your existing resources. Depending on your marketing department’s size and structure, it may have already have some established processes.
Case Study: Upskilling Marketing Teams Success at Coca-Cola
A notable example of successful upskilling in marketing teams can be found in the McKinsey & Company article about Coca-Cola's digital transformation initiative (link). The company established a digital academy aimed at enhancing the digital competencies of its managers and frontline team leaders. In its inaugural year, the academy trained over 500 individuals through a blend of immersive boot camps, e-learning modules, and practical site visits. Graduates implemented approximately 20 digital and analytics solutions across more than ten manufacturing sites, resulting in productivity and throughput improvements exceeding 20%. Buoyed by this success, Coca-Cola is expanding the program to upskill around 4,000 employees organization-wide.
Final Words: Is Now the Time to Start Building Your Marketing Department?
Marketing is one of the most important parts of any business, and the bigger that a company is, the greater responsibility that marketing has. That’s why it can be so challenging for a smaller business to ramp up its marketing efforts. You may not have the budget for it, you may not have the resources for it, and you may not have the expertise for it. Now, that’s not always the case, but it is often the case. Developing a plan that can grow and evolve as your company does, is where we can come in a support you. With that in mind, are you ready to start building your marketing department?
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