The Marketing Department of a business organisation rightly being considered as a money spinner enjoys a liberal share of attention and incentives. But deep within it lie a dozen demeaning factors (outlined below) which hinder its productivity and progress. Resourceful minds which operate within the marketing domain need to be handled with kid gloves.
- Overhyped designations
A Company’s Management with the assistance of its HRD while hiring a marketing professional should gauge the candidate’s worth for the designation. It should refrain from attributing undue prospects for the company while hiring the candidate.
- Inflated sales targets
Setting enormously bloated, irrational sales targets can be disastrous. The feasibility of achievement must be envisioned.
Extracting too much out of an executive and pressurizing him with far-relevant marketing work will only drain out the professional. The “Goose that laid the Golden Eggs’ tale should not be forgotten.
A business organisation should not be insensitive towards the challenges faced by a marketing professional. The value of patience should not be undermined.
- Departure from accountability
Absence of an environment that creates honest accountability at successive intervals can be a major deterrent for the organisation’s sustenance.
- Rigid ideologies and belief systems
The Management of an organisation must not stick to rigid, fuddy-duddy corporate ideologies and belief systems. The policy to change with the times should be adopted.
- Inclination towards corruption
The Management should leave no room to breed corruption among its marketing team. Dealings by its marketing executives at the time of corporate gifting or making a product of high demand available to a customer should be tactfully monitored.
- Aggressive domination
The wings of a successful marketing executive throwing his weight around should be gently clipped.
- Undesirable personal affinity
Undesirable personal intimacy within colleagues at the workplace (especially between opposite sexes) if unchecked can lead to serious, unhealthy consequences, hampering the productivity of the individuals in question.
- Demeaning attitudes
The influence of demeaning attitudes that spell negativity between peers can have serious repercussions. Such attitudes must be discouraged in the interests of the employees and the Management.
- Disappointing market environment
The Management must soft pedal the expectations from a marketing professional in the event of a disappointing market environment for the company’s products / services.
It is a serious concern which is omnipresent in the marketing world. Inspiration from successes should be made to weigh more than envious feelings so generated.
A painful wound caused by the aforementioned “dirty dozen” needs to be diagnosed before it turns malignant. Every positive step in that direction would benefit both – the employer and the employee.