Skillset

• Knows what the high level marketing plan needs to be or they can figure it out
  
  
• Casts the vision for the marketing plan to the rest of the team
  
  
• Ability to lead the marketing team
  
  
• Understands how different marketing mediums work together
  
  

Whose Responsibility

• Often the founder in small companies because they know their products or services best, but they might not know the tactics to execute on their strategy
  
  
• This can be a long-time employee at a smaller company, but they must have the right personality type
  
  
• Usually the Chief Marketing Officer or Marketing Director in larger companies
  
  
• Sometimes it's a fractional CMO or a marketing strategist at an agency
  
  

Skillset

• Gifted at coming up with ideas for videos, photos & other images, and written content
  
  
• Often more talented on the visuals than the messaging or vice versa
  
  

Whose Responsibility

• At small companies, this is all done by one person
  
  
• At larger companies, this is usually taken care of by multiple people since creative writing and visuals are usually different skillsets
  
  
• Needs to be onsite for the videography & photography
• Shooting videos & taking photos can be done by an in-house employee, if they are gifted in that area
  
  
• If no employees are very capable, it should be outsourced to a videography & photography company on a project basis
  
  
• For long form written content for website landing pages, email marketing, etc.; this can be outsourced to a copywriter on a project basis
• Short form copywriting for social media posts is usually delegated to the social media manager
  
  
• Short form copywriting for paid search & paid social ad campaigns is usually delegated to the freelancer or agency
  
  
• Messaging must be consistent & on-brand in the voice of the founder or other spokesperson across all marketing mediums
  
  

Skillset

• A person that is driven, detail-oriented, and capable of executing on the strategy
  
  
• Good at organizing & managing projects with a habit of following through to the end
  
  
• Able to use what the strategist and the creative provide and publish it across marketing mediums
  
  
• Need to have a great working relationship with the Creative to get new content from them in a timely manner in order to meet deadlines
  
  
• Usually the "glue that holds everything together" since they have a birds-eye view of all marketing activities
  
  

Whose Responsibility

• This is usually done by an in-house employee for mediums like social media, email marketing, blog posts, and website updates
  
  
• For small & medium sized companies, digital marketing (aka paid search & social media advertising) is usually outsourced to an agency or freelancer for paid search & social since that's a highly specialized & very technical marketing medium, plus it's tied to the company credit card
  
  
• For larger companies, they will have an in-house team that focuses on digital marketing
  
  

Skillset

• Great with numbers, data, & pattern recognition
  
  
• Enjoys working with spreadsheets
  
  
• Often a more introverted person
  
  
• Understands the financial side of marketing as well, especially regarding budgets, Return On Ad Spend (ROAS), and Return On Investment (ROI)
  
  

Whose Responsibility

• Usually an in-house employee
  
  
• Sometimes responsibilities are shared with an agency if a large amount of money is being spent on digital marketing
  
  
• Any freelancers or agencies should be reporting on their Key Performance Indicators (KPIs) regularly
  
  

1. Identify all of the marketing roles that each team member (in-house or not) is responsible for on the Marketing Roles Matrix
   
   
2. Determine if each team member has. . .
1. Too much on their plate (too many roles they're responsible for)
   
   
2. The wrong things on their plate (roles that don't align with their strengths)
   
   
3. Insufficient tools & training to be successful in their role
   
   
3. Too much on their plate?
1. Reassign the responsibilities that they're not strong at to other team members
   
   
2. Eliminate the least important things
   
   
3. If it's an important thing, hire another employee, freelancer, or an agency to help them
   
   
4. The wrong things on their plate?
1. Again, reassign the responsibilities that they're not strong at to other team members
   
   
2. Eliminate those things only if they are unimportant
   
   
3. If it's important, hire another employee, freelancer, or an agency to help them
   
   
5. Insufficient tools & training?
1. Identify & utilize the tools that are needed to be successful
   
   
2. Identify & utilize the training that would make the biggest impact on improving performance
   
   

Do you want some help going through this process & getting clarity on your situation? Consider utilizing our management assessments consulting service!

• Founder, Business Owner, Sales Manager, or Marketing Manager at a small company (usually 10-50 employees, sometimes bigger)
• Preference will be given to companies in the manufacturing, industrial, or construction industry
• Companies in other industries will be considered on a case-by-case basis
  
  
• Interested in getting our Individual Manager Assessment or Management Team Assessment
  
  
• Recognize that this is a consulting service and NOT a done-for-you service
  
  
• Willing to commit to a 1-month consulting agreement

• Facilitate online assessments before we move to the next step
• Starting with the leader of sales & marketing, which would be the founder/owner in a small company or the director/manager of the sales or marketing department in a larger company with a team that reports to them
  
  
• Continue with the rest of the team, if choosing the Management Team Assessment
  
  
• The 3 assessments are:
• DISC Personality Assessment (View My DISC Assessment)
• Marketing DNA Index (View My Marketing DNA)
• Kolbe A Index (View My Kolbe A Index)
  
  
• Review those 3 assessments to identify strengths & weaknesses of your sales & marketing team
• Make recommendations on shifting responsibilities within your team
  
  
• Make hiring recommendations when there are obvious gaps in 1 of the 4 quadrants
  
  
• Plot out all of your team members on the Marketing Roles Matrix and on a DISC Team Chart
  
  
• Travel to your location to meet in person, go over the assessments, and discuss the recommended action items
  
  
• Optional add-ons after 1st month:
• Conduct a complete Leads & Sales System Audit
  
  
• Collaborate with you & your team on a lead generation & marketing strategy
  
  
• Review our working relationship before the end of the 2 month milestone
  
  
• Optional upgrades after 2nd month:
• Complete Lead Generation System - Do-It-Yourself with Coaching
  
  
• Complete Lead Generation System - Done-For-You service