Many sales professional résumés say "Sales and Marketing," but in reality they have done only sales and perhaps designed a brochure or two. It's important for you to understand the difference between sales and marketing:
Sales is everything you do to get the prospect to buy your service or product. Sales usually involves tactics and logistics, and involves the prospects actual decision-making process.
Marketing is everything you do to find and position the prospects for a sale—to get them to that decision-making point. Marketing is more strategy than tactics.
The following tips should help you to determine whether a job seeker is truly a "marketing" professional.
In screening résumés for marketing professionals, some things should send up a red flare if you see them:
Knowing exactly what you want to accomplish by hiring a marketing manager is the first step in developing the right interview questions. If you want to brand your company, look for a person who has done this successfully in the past.
A few questions you might ask:
Since the marketing manager works closely with (or, in some cases, is in charge of) the sales department, his or her leadership qualities will be important as well. Ask the following:
Online or Offline Experience
A candidate with over 10 years experience in traditional marketing could fail miserably at marketing online. While a direct mail campaign could help to deliver visitors to your company website, the site must in turn deliver your message effectively to get the sales. Traditional marketing uses seminars, press releases, print advertising, direct response, events and trade shows that might not work for an online marketing campaign.
If your purpose for hiring a marketing professional is to increase your Internet presence, you need someone with proven success in search engine tactics, click-through advertising, copy writing for the web, designing for usability (or working with a designer and being able to direct that process), developing affiliations with other complementary Web sites, and ad tracking to measure the success of campaigns online. Ideally you will hire someone with experience in both online and offline marketing.
Marketing professionals do a lot of designing for their employers; from brochures to Web sites and catalogs to letterhead. They must make sure the identity and image of the company is consistent throughout. Ask candidates to show you any brochures or catalogs they designed. In addition, perhaps they developed a tracking program for sales reporting that they can show you (or describe to you). Were they responsible for launching a web site? Ask for the URL so that you can see it. What role did they play in the launch? Do they have any samples of sales support material they have created? Did they develop seminars for major clients? Ask to see advertising they created.
Using these tips and strategies in your search for a marketing professional will help you to make the right hire—the one that could make your business the Coca-Cola of your industry!
Copyright © by Terri Robinson