How to build an excellent marketing team

As the saying goes, talent is the lifeblood of enterprise development. For the growth and development of an enterprise, team building and construction are the primary factors. No matter how good your products, services and markets are, without a core and efficient marketing team, as a manager, you can only sigh! So how can we build an efficient core team? The author believes that we can start from the following points.

First, correctly understand and analyze the existing team situation.

Many managers of marketing teams have no clear goals in mind when establishing their own marketing teams. How many people should be recruited? What kind of personnel should be recruited? Only rely on the imagination of the supervisor to build a marketing team. As a result, employees found that the reality was not as good as expected, so more marketing managers attributed the problem to the quality of marketing personnel and so on. As a result, most teams are scattered and built, and built and scattered. After several years, the team has never been stable, let alone how efficient and multi-core. It is true that the performance of the team is naturally impossible to shine.

Therefore. At the beginning of forming a team, there are several things we must do.

1. Understanding the existing marketing team: In understanding the existing marketing team, we mainly know what kind of people are lacking in the current marketing team, the Monkey King, Pig Bajie or Friar Sand? Generally speaking, the reasonable construction of the marketing team can't be all the Monkey King, nor can it be all Friar Sand. You need a reasonable mix to get the truth. I have met many teams, mostly Friar Sand, so the team morale is not high, the sense of competition is insufficient, and there is a lack of fighting spirit. Most of such marketing teams have become lifeless and have no fighting capacity.

2. Subdivide team goals: Every marketing manager must have a clear understanding of the goals set by the company. For example, the current annual goal is100000, so how much can the existing team members accomplish? What kind of personnel do you need to complete the performance indicators? In this staffing and target subdivision, it is necessary to reach the general setting of 1.5-2 times. If the team task is100000, then our staffing should be at least150000-20000. Don't aim too hard in this team. Many people tend to set goals just to meet the standards, and the result is usually a far cry from the goal.

3. Industry segmentation: If our team allocates customers by industry, how to accurately divide the industry of each marketer is very important. Which colleague is suitable for real estate, which colleague is suitable for car dealership and which colleague is suitable for commercial supermarket? We must not procrastinate here, do not understand the situation of each industry, do not understand the situation of each marketer, and drag it on the marketer. The result is generally counterproductive. If a colleague who is not suitable for real estate insists on doing real estate, it will cause resistance and the actual effect will not be ideal. After understanding the situation of team members, which industry do we need to be colleagues in? What qualities should colleagues who are suitable for this industry look for? This is very important.

Second, how to formulate recruitment strategies and choose recruitment channels

Through the first article, we can almost make a basic recruitment strategy, that is, how many people should I recruit from Monkey King now? How many pigs and eight quit to recruit active team atmosphere? How many hard-working sand monks are there? How to build a stepped marketing team?

After the strategy is formulated, the first question is, where do these people come from? How come? At present, the recruitment of marketing team comes from recruitment almost without exception. In fact, I think recruitment can only solve the construction of basic talents, that is, talents like Pig Bajie or Friar Sand. The Monkey King, however, is mostly unable to recruit through talent recruitment channels, which is also the main reason why many marketing managers are difficult to recruit. I have always had a unique point of view: "Talents will never be reduced to looking for jobs in the talent market. If you are looking for a job in the talent market today, it means that you are basically not a talent. " Talents like the Monkey King are generally the targets of hoes digging around.

So how do we dig Wukong out? It's actually quite simple. Although Wukong has vast magical powers, he is simple, just, brave and fearless, and dares to fight against feudal forces (the Heavenly Palace in the Heavenly Palace represents feudal pedantic thoughts), which is synonymous with loyalty and quickness. Therefore, the most important magic weapon for us to absorb the Monkey King is to start with morality, loyalty and integrity and have a heart-to-heart talk with him. We must never be stingy with them, but we must have a big pattern.

So where is the Monkey King? The Monkey King generally exists in our competitors, in our enterprises in the same industry and in our circles? Therefore, if you want to find the Monkey King, you must find Tathagata and Guanyin, and you must also enter the "Wuzhishan" where Wukong often lives and haunts. Most of us are managers, unfamiliar with circles and industries, working hard behind closed doors every day. How can I find Wukong?

Third, how to create a good team atmosphere? Retain talents.

A headache for marketing managers is that they can't retain talents. I finally recruited someone. I will come today and leave tomorrow. I'll come tomorrow and leave in three months. In fact, it is not difficult to retain talents:

First, build a good marketing training system.

I have come into contact with many enterprises, especially small and medium-sized enterprises, and there is almost no perfect marketing training system. After new employees join the company, the most common thing they do is to look at company information, PPT and company system, and then let you find information, make phone calls and visit customers. Can marketers fully understand the company's products in just a few days? Can you know the company's customers clearly? Can you guarantee that you know how to develop customers and telemarketing? Here, we made a logical mistake. Most managers think that the marketers they recruit are elites and know everything. Think about it, if he knows everything, will he come to your company to make basic sails? Therefore, basic marketing training and management training must be completed within one week of new employees' employment, including company system, corporate culture, team culture, product knowledge, customer development, telephone marketing and so on. These courses are essential.

After employees pass the first stage, we will provide the second, third and fourth stages of training system one after another to ensure that they can learn different things at different stages and improve their knowledge and ability at different stages. Generally speaking, what we marketers want most are two things, one is to learn knowledge, and the other is to make money. Therefore, the construction of marketing system is very important.

Secondly, create a good team atmosphere.

The first stage of new employees' employment, especially the first few days, is generally unfamiliar with the new environment, which easily leads to loneliness. At this time, the marketing manager must let him integrate into the team as soon as possible and let him feel the warmth of the big family with the old employees. Usually you can organize some simple activities, such as outdoor activities, badminton, strawberry picking and so on. Never let marketers leave the team.

Having soldiers on the battlefield, doing a good job in the initial construction of the marketing team and being able to have soldiers is the primary goal of every marketing manager. How to build this marketing team well and rationally allocate infantry, artillery and cavalry has also become the top priority that we urgently need to solve.