A brief discussion on how market managers can be good "leaders"

In the process of managing account managers, marketing managers must not only play a bridge role in transmitting market information upwards and conveying policy measures downwards, but more importantly, they must stimulate the creativity of account managers and improve their execution. force. How to lead a team of account managers? The author believes that as a marketing manager, you must play "five roles." 1. Pay attention to the update of marketing service concepts and play a guiding role. The variability of the market requires the marketing team to update marketing concepts in a timely manner so that the marketing model can maintain a dynamic leading edge. Taking the initiative to learn and grasp the cutting edge in a timely manner is the basis for being a leader. To maintain the advanced nature of the marketing team, it is crucial to update the concept of account managers. Therefore, marketing managers should share their learning experiences and experiences with account managers, so that they can feel the advanced marketing concepts, and at the same time grasp the responsibilities of their positions and do their best. Be a qualified policy propagandist and executor. 2. Pay attention to the improvement of basic business skills and play the role of "coach". As a competent "coach", the marketing manager must not only be proficient in marketing theory, business processes and communication skills, but also have keen market analysis power. More importantly, It is necessary to guide account managers to carry out their work effectively and improve their own ability to analyze and solve problems. For example: How to deal with the decline in sales of a certain brand of cigarettes in the area under your jurisdiction? To solve this problem, it is necessary to organize account managers to investigate and analyze retailers and consumers, discover the root cause of the problem through investigation and research, and then quickly take effective measures to increase cigarette sales through a combination of push and pull marketing methods. 3. Pay attention to the creation of a harmonious working atmosphere and play a coordination role. In daily work, we must also create a harmonious working atmosphere and encourage account managers to learn to appreciate and help each other. For old account managers, let them learn to appreciate new account managers. The cultural level, comprehensive quality, and receptive ability will help new account managers become familiar with the business and get started as soon as possible; for new account managers, guide them to appreciate the solid work style and skilled skills of old account managers, organically combine diplomas and levels, ** *Co-promotion. For account managers who lack confidence, affirm their strengths in a timely manner and build confidence; for account managers who lack motivation, explore the underlying reasons for their lack of motivation and use more incentives to increase enthusiasm. 4. Pay attention to the cultivation of innovation awareness and play an motivating role. A sustainable growing enterprise cannot do without innovation, and an efficient service marketing team cannot do without innovation. Marketing managers must create an atmosphere of innovation. First of all, brainstorming can be used from time to time to open up the account manager's mind, so that various ideas can collide with each other to stimulate a creative storm in the mind. Secondly, set up a “golden idea” mailbox to provide a good platform for service innovation. At the end of each month, the improvement suggestions put forward by the account managers will be reviewed intensively, and the most creative and feasible "golden ideas" will be selected and promoted to the entire team. The account managers who proposed the "golden ideas" will be strengthened through spiritual encouragement and performance appraisal. Graded format to ensure continued creativity. Third, set an example for account managers who perform well, and create a positive working atmosphere within the team of comparing, learning, catching up, surpassing, and helping, so that everyone can strive to be the "Star of the Month." 5. Pay attention to process control and play a management role. During the marketing work of the account manager, three-quarters of the time is spent visiting the market. What exactly is being done outside cannot be monitored by the marketing manager in real time. Therefore, marketing managers should focus on process management of account managers. At the beginning of each month, make a visit plan so that the account manager can clarify his visit tasks and steps, as well as the results to be achieved by the visit. Through the visiting and evaluation system tools, we can timely grasp the daily visiting actions and visiting results of account managers. For account managers who have not achieved the expected visiting results, we can analyze the reasons with them and find the breakthrough point of the problem in time. At the end of each month, the account managers’ marketing plan implementation, brand cultivation progress, marketing effects, regular spot checks on the market, etc. are announced, allowing them to analyze and compare horizontally and vertically, find reasons, find gaps, and exchange experiences. 6. Pay attention to the link between the past and the next and play the role of a "bridge". To lead a good team of account managers, the marketing manager must also build a "bridge" to do a good job in uploading and distributing information. In actual work, it often happens that the account manager does not understand the overall marketing goal, but this does not mean that it is difficult to complete this marketing task. At this time, the marketing manager should reflect on whether he has played the role of "bridge" well. The distance between "saying" and "doing" is shortened.

Therefore, marketing managers must learn to think carefully and fully understand the various goals and tasks assigned by the marketing center to ensure that decisions and instructions do not become stale or distorted. On this basis, communicate well with the account manager, and implement it quickly and without compromise to implement it and solve the problem. The second is to be a good adviser and assistant to the leader. Report the latest market information and various good suggestions to the leadership of the marketing center in a timely manner to let the leadership know the latest marketing task execution progress so that timely adjustments can be made to the current work. ?0?2?0?2