Over the past decade, technology companies have realized the importance and difference the Marketing function plays in their external brand image.
The success of the Marketing function is directly linked to two important variables:
1) The organizational priority associated with Marketing
2) The individual / team that shoulder’s the Marketing responsibility
Many business leaders are often plagued with the question “What is the right profile for a Senior Marketing Executive in a Technology company?”
The Top 9 Must-Haves for a Senior Marketing Executive in a Technology Company are listed below:
1) Techno – Marketing Knowledge and Experience: A good blend of technology and marketing knowledge and experience is a definite pre-requisite. Pure marketing knowledge & experience can help one plan and strategize great marketing initiatives, but many times fall short in execution as there is a complete dependency on the technology teams. Over a period of time, this will impose severe limitations in what one can achieve. On the other hand pure technology knowledge & experience will impose restrictions in what one can even strategize from a marketing perspective. Hence, a suitable profile could be either one who has worked in a technology role for a few years, then studied Marketing and followed it up with relevant marketing experience OR one who has studied Marketing and then worked in the Marketing function of a technology company & upgraded their technology knowledge along the way. Additionally, if one has worked with a successful Senior Marketing Executive in their careers, there is a great amount of learning that can be amassed.
2) Understanding of the Organization’s Marketing Philosophy: Every organization has a marketing philosophy which in unique to its overall vision, values and offerings. If one is new to an organization / the Marketing role, it is imperative that some time is invested to understand this. Clarity and comprehension on the organization’s marketing philosophy go a long way in ensuring that any marketing initiative is in line with the organization’s overall marketing philosophy.
3) Focused & Objective: While focus and objectivity are essential for any job function, it takes a different meaning for a marketing role. Simply because, many times the Marketing function gets limited time, support and recognition from internal stakeholders. And yet, the marketing outcome is non-negotiable. So it is important that the individual / team is focused and objective on what needs to be achieved by the Marketing Function; & continuously strive towards achieving the same.
4) Leverage New Marketing Platforms: Firstly, this requires awareness on what new / alternate marketing platforms exist & how they can be utilized to achieve the organization’s marketing objectives. Secondly, openness of mind and perspective to effectively leverage these platforms for marketing. For e.g.: Social media. Quiz many Marketing executives on why they embark on certain marketing initiatives, what marketing platforms they usually leverage & what marketing channels they typically operate on; and one will realize that the only reason some of these are being used today is because of legacy, i.e., simply because they were always being done this way for several years. Thirdly, to get the buy-in of internal stakeholders to pioneer these marketing initiatives. And lastly, to successfully roll-out these initiatives.
5) Creative : Creativity is one of the most important elements of marketing. One needs to be creative in thought, creative in expression and creative in resource mobilization. If one is creative, there is no limit to what can be achieved.
6) Networking Skills : To be successful in a marketing function, great networks and relationships are vital – Both inside and outside the organization. Inside the organization, marketing executives needs to build relationships with Internal Marketing Teams, Technology Teams that they are associated with, Business Leaders, Support Functions, etc. Outside the organization, relationships with Customers, Analysts, Third party agencies, Marketing professionals in other organizations, etc. go a long way in what and how much one can achieve. While building the relationships is one side of the coin, maintaining these relationships over a period of time is the other side of the coin. And this requires intent, time and conscious efforts. But definitely, well worth it in the long run.
7) Collaborative : The real world is full of constraints. Constraints in finances, Constraints in resources, Constraints in time, etc. And one of the time tested ways to work around constraints is to collaborate. A marketing executive should successfully collaborate with internal and external teams to achieve the desired marketing objectives.
8) Holistic View of Marketing : Senior marketing executives need to maintain a fine balance between macro and micro issues of marketing. Hence, a holistic view of marketing is essential. There are some aspects of marketing which are based on hard facts, data and numbers. They can be analyzed, critiqued and objectively evaluated. However, there are some aspects of marketing which cannot be measured and quantified. They are soft. They are subjective. They are based on perceptions. And yet they really exist and make a difference. One needs to be cognizant and sensitive to these aspects of marketing and work constructively to maintain a fine equilibrium between the hard and soft aspects.
9) Personal Brand : Last but not the least, marketing executives need to have a personal brand of their own. What this means is a mind of their own, a voice of their own, and a presence of their own – Both in the real world and in the virtual world.
Originally published here