Leadership in Marketing and Sales

Marketing and selling in tough economic conditions Series by: Prasanna Perera, Marketing and Management Consultant, Chartered Marketer, CIM UK, Article 11

Leaders in Marketing and Sales such as Marketing Directors/Managers and Sales Directors/Managers should lead from the front and not from the comfort of their luxury offices.

The marketing battle takes place in the ‘marketplace’ and sound leadership is required in tough trading conditions.

This article addresses dimensions of leadership in marketing and sales. (Leaders refer to marketing and sales leaders).

Leaders should walk the talk: Just instructing the marketing and sales teams will not suffice. Leadership by example and action is the name of the game.

Leaders should understand the terrain (the marketplace), in order to formulate and implement winning strategies. Market visits are therefore imperative.

Leaders should ‘stand their ground’ and convince the Board of Directors on the required strategies and budgets. Too often, marketing and sales leaders are shot down by Boards of Directors, when it comes to marketing budgets and expenditure. (Marketing budgets are declared but when the spending is required, it is a different story).

Leaders should understand their troops, in terms of their strengths and weaknesses. On-the-field and off-the-field coaching and training is imperative. You do not only coach and train the team in buoyant times but also in depressed situations. In fact, the team needs skill enhancement in difficult times to overcome the challenges in the marketplace.

Leaders should convince non-marketers and salespersons, that market share and sales volumes cannot be built without adequate marketing budgets. Too often the question asked is ‘why have the sales declined?’ ‘Why has market share declined?’ Declines are partly due to lack of investment in marketing and sales.

Leaders have to not only monitor progress but also get involved in certain instances. Facilitating decision making is crucial in tough market conditions.

Leaders should continuously motivate the team, to achieve greater success. Besides financial rewards, recognition and appreciation are valued by marketing and sales team members.

Leaders should stand by their team in victory and defeat. This will provide the team the necessary courage to keep persevering, in difficult times.

Leaders should coach and mentor the team, since performance and motivation levels can drop quickly, in difficult market conditions. Working together with the team in the field, is the best way to coach.

Leaders should be careful with their body language and always radiate positive energy. Team members always look up to the leader, and negative body language will be a dampener.

Leaders should give direction to their marketing and sales team. Clarifying objectives and strategies is the first step in this regard. Formulating and gaining commitment to objectives too, is a responsibility of the leader.

Leadership in marketing and sales, is no different to the generic view held about leadership. Marketing and sales leaders will now be under pressure to perform and give guidance to their teams.