A marketing director's resignation letter (on) a company has spent half a year, and another famous company has dug a marketing director. In less than three months, this year is only a 26-year-old marketing, and there is a lot of grades. However, when everyone is generally optimized, when this young marketing is, he is resolutely resigned. Why is this?
*total:
I have come to the company for more than three months.
It's really difficult to get back for more than three months. There is also a result, it is not enough, but there are still many helpless and sad.
There may be a lot of words below, more straightforward, maybe there are many immature places, may have a lot of considering places, after all, the company is still not long. But my purpose is only one, that is: I hope that the development of the company will benefit from the company's development. I hope that the company will go more robust to be more robust tomorrow, go healthier, and go further.
This is enough.
What is the revolution for?
What is the purpose of the revolution?
From history and practice, the revolution has no weird two purposes, one is to overthrow; second is improved.
What is the company to recruit me? I have been asking yourself from the first day of entering the company. This issue may, maybe the company and I have not considered seriously. But this is why the company invited me, and it is the fundamental point I came to the company. Because I don't think about it, I have no need to appear in some cases.
Finally, now, the company and me, although I have not communicated frankly, everyone has finally known: the company originally does not need a marketing directure; the company may need one another regional manager, one is another way to put bad markets Regional manager who lives to return to life.
Hong Xiuquan, because I don't know what the purpose of the revolution is, the Taiping Heavenly Lord failed;
Sun Yat-sen also didn't know what the revolution is, so Sun Yat-sen also failed;
And only Mao Zedong, clearly know that the purpose of the revolution is to hit the old society, overturned the old society, establish a new society, so lending a bunch of brothers, after a few years of hardship war, finally achieved the purpose of revolution.
And what about us?
What is the marketing director do?
Although this problem is very simple, we didn't communicate and discuss each other.
As far as I personally, the marketing director is nothing more than three things.
The first is to establish, standardize and strengthen marketing management systems, focus on standard sales management and brand building, but it is often a premise of sacrificing short-term performance to sustainable and healthy development. If the company has not surpassed the basic purpose of survival, it is not necessary to hire marketing director. This marketing director is really called the Director of Marketing.
The second is to consolidate and improve sales performance, and functions focus on market development and completion of sales performance, but it is often used as the expense and overdrawn market, engaged in the development, and the performance stress competition issued by the boss, especially in China. Enterprise environment. Such marketing should be called sales director, because he carrys two indicators: sales and return. If our company also needs marketing director, this marketing is also required.
The third is to build brands and public relations planning, and functions focus on brands and public relations, but it is often coming to get rid of it. "All leaders for three five years, you sing me." Such marketing director should be the market director, relying on strong brand drive and public relations news planning, bringing the market in the short term, after the market, can you keep it, see if the company has made it, the sales system can The support is the key. Therefore, in contrast the current situation of our company, we don't need marketing director, may need more regional sales managers. IMHO, this is just consistent with the intention of the company invited me to join. But at the beginning, let me do the regional manager, maybe I will not come, because I am doing the regional manager, and I have done very well. So the company touched me in order to do marketing director (this is just my guess, is it really like this, I don't know, I don't want to know), because I need a bigger platform to achieve my career ideal. So I came. But after it comes, the company puts me in a certain area during the trial, of course, I will become a regional manager.
At this point, I can understand the company's hard work, but this practice is good? In confession, I feel very bad, this is not only a kind of harm to me, but also a harm to the company. I am sure, I am now doing the ** market is far more than the company, I will do more than the market!
There are too many factors from non-market!
Therefore, I don't know the purpose of the revolution to engage in revolution, I will only get the revolutionary and revolution itself, very passive.
Speaking of these, I don't want to correct our past, the past has passed, is important to face the future. It is already like this, I don't want to be in the future, the company and I can't afford this time. So, I just want to explain it. In the future, the company wants me to do anything, it is best to tell me, I feel that I can do it; I can't do it.
If you don't even have a clear goal, let me go to the revolution.
Are we staring at the goal or the process?
Because the purpose of our revolution is unclear, the goal of our revolution is also modified.
When I arrived, the company told me that our company's management is very confusing, we need to put management standards and strengthen institutionalization. So I started to grasp the institutionalization of the marketing system. But there are two premise of institutionalization: First, it takes time; the other is to take a pressure of performance. However, we have not done these two points, and we urgently negate the new system.
First, the introduction of any new system will definitely destroy the balance of existing interests, so they will be opposed, which must be time and mills.
Beauty, implementing the ministry system, spent three years, three years sales have not improved, but decline. But now, what is the beauty? Take the initiative, live, and Coron has never changed, but a few dead.
Second, our institutional supervisor, especially financial system, but a new system holding a very embarrassing attitude and principle, seems to have introduced a new system, and they are all about, as long as they monitor, Yes. Never conduct some analysis work from the perspective of finance, just at the point of operation; never conduct some reflection from the perspective of financial design, just pursue and punishment after the incident; if this is the case, the financial job is too good. Third, after the implementation of the new system, I look at, I have not upgraded, but the new system is not too much. So, have we analyzed, what is the result of this result? Is it the reason for the new system? Still have other factors? Do we have an in-depth analysis of market factors and non-market factors? No!
Fourth, after the implementation of the new system, everyone in the system has to be adjusted, sacrificing short-term performance is inevitable, what we can do is to shorten this time as much as possible, not a little time. ** Branch implements a new system, it is not enough for a month.
Fifth, during the trial of the new system, as the designer of the system, it is necessary to follow up, adjust it at any time, and the company does not give me this time (I have to go to other regional visits, remote follow-up can only be Judging thirsty), but the supervisor of the system is to track, and it is conceivable that the new system that cannot be adjusted, but the new system adjustment has to encounter a system supervisor (do not understand the supervision of sales, pure from financial perspective Consider), what will be one result.
Under the constraints of the above five factors, the new marketing system is natural, and it is also reasonable. Just a good system, it is also the same.
Everyone is staring at the process, I forgot our goal.
Just like a story: There is a father and son, walk in the snow, see who is going straight. My father looked at the end, one step, one footprint, did it, my son looked at my step, took a step back to see a step, the result is slow and bending.
In fact, * always, you can understand it, you are not wrong.
Perhaps the fault is wrong in our implementation of the new system, because of our current speaking, it is much more performance, not management.
But our approach, let me be afraid, I don't dare to launch some new things! Because I do this, I have to take more ropes to make people in my neck!
And our thousands of goals are adjusted, but it also makes me at awesome.
For a while, it is improving the new system. It will apply the whole country immediately; for a while, it is a visit area market. It immediately lets it start to return to life or the sales are significantly rising; for a while, let the 点 ** Shanghai, take care of the ** zone; for a while, let me Just do only ** market? Next, I don't know what it is?
What am I, I?
In just three months, let me do so many things, can there be a result? It is three months, it is not easy to do a good job.
So, in this change, it naturally, from the attention of my goals (too many changes in the goal, it can't pay attention to it.) Will become the process of staring at my process!
What will it do without a target? I am anxious? I can't make it strong? And this itself is an inverted place. So, very nature, I can't grab a reasonable good result in everything.
Where is the power of the system?
Why do the domestic home appliance companies in the previous year, especially the color TV industry, why is it always lost?
Why is the domestic health products of the scenery in the first few years, why is it bleak now?
Why is the silent foreign-funded home appliance company in the past few years, now gradually get rid of the dilemma from the scenes to the front desk?
......
It is nothing else, it is the role of the system marketing.
These can be known from the call:
* That's, you can take the phone of a regular person, casually, to understand some situations, and ensure that there are many people will say, "I don't know" "This is not my tube. "" That you are looking for ** "" The ** is not "now ......
Some time ago, a friend of China's Wanli gave me a phone call. Summary, China's quality of thousands of miles was engaged in the Ming Trunking activities of various industries, and smoked our company. At that time, the total 800 free call and Beijing service phone were taken out, and the address of the company's headquarters was inquiry, but the response received was unpleasant. I am very impolibly answering by Beijing. I don't know that the headquarters 800 calls are also very long time. After picking up the phone, I don't know. At the beginning, I still didn't believe, so I tried it myself, it was very angry. So, on the one hand, I quickly inform the headquarters and Beijing to strengthen this piece; on the other hand, I will communicate with my friend, and ask them to think that it must not be announced, and the impact is not affected. After a pavement, it took a lot of relationships and resources, and finally finally got.
These, I didn't say, who knows? (In fact, I am a very people who can say, but now I am more strict, I will say it again, even don't say it!)
I think:
If each of us can operate the work as their family, do their best, what else is it?
If each of us can help each other like a person in heaven, what else do we do?
If the people in each of our systems can work like this, what else does it solve?
* Always, or return to the current requirements of the marketing system: 50% performance increase, the profit increased by 50%.
But what premise, sufficient and necessary conditions?
If our market sector, production sector, financial department, and administrative departments can support support for functional services and capacity in the supporting function, can increase by 50% year-on-year, we can imagine that there is still a problem with the above objectives? I dare to guarantee that there is absolutely no problem to complete the above results;
Conversely, if our market sector, production sector, financial department, and administrative departments support the functional service awareness and capacity of the supporting function can grow in a year-on-year increase, even if the personnel of our sales system are exhausted. What can I do? It is also difficult to ensure that you can complete the above performance.
Perhaps the performance of the sales department is very good to describe numbers and indicators, so everyone is accustomed to using this number to come and come to the sales department. this is correct. I think every one is sold, it should be accepted. But what about our other departments?
Let us say our finance department:
Isn't it necessary to reply within twenty-four hours of reporting on the branch? But I almost rarely seen the report in the time of the ** area, I replied in twenty-four hours? Most of them must have reminded several times before they can see it! My reimbursement order has been rushed out after two months! I would like to ask these branches in the country, which branch did not encounter the financial department to open the wrong value-added tax ticket? And is it regular?
There is a problem with the financial data of almost all branches' stocks. Is that our financial system design problem? After the incident, the penalty will be held at the top.
Our finance is only stayed in the basic accounting level. From the current perspective, there may be a problem with the bill, let alone auxiliary decision-making? Each new product is launched, every special machine's launch, every old discount, is there a financial scientific calculation? Whether there is a clear data analysis, tell the company decision-making layer, can this new product still launch still do not launch? Can this special machine still do? Can this old? Can you discounted? Nothing!
Is the pay standard development, can the finance department take out analytical data? No!
......
Rebudes the production department:
Why is the production cost of our products? Why do people 's production costs not only have half of us (also open tax tickets), but we can't do it?
Why is the quality of our products? Have some low-level mistakes? For example: I am wrong open board? Or isn't the size of the open sheet? Ann wrong with light bulb? Contact the power supply light is not bright, etc.
There are a lot of models, but why is it always green? Old, there is no new year?
There are a lot of models, but our product life cycle is short? Hurry listed and rush back to the city?
Again ...
Don't say it.
Originally our power is weak, the original proportion is very dispersed, we need to combine weak power to disperse resources, we can do something! Otherwise, we can only be a hurry, and we are ruthlessly abandoned by the market.
The strength of the system is amazing is huge, the solitary fight will only let "the hero is not in the morning"; the respective combat will only be dismantled with each other will only accelerate the demolition of the company!
Huawei has two sentences very well:
"We advocate learning Lei Feng, but must not let Lei Feng suffer!"
"We advocate studying Xu Yulu, but must not let Jia Yulu have died early!"
But what about us?
