Say Hello to The New Role of a Marketing Manager

It's a pretty simple concept. Previously among marketing departments, it was the sole responsibility of marketing managers to bring innovative campaigns to the table. They would be responsible for setting the systems and processes for their team and holding each employee accountable for their particular tasks.

Today, marketing departments have changed dramatically and so has the role of the marketing manager. Here are seven ways the job role has changed: 

• In modern marketing departments, each team member must work collaboratively to build an effective strategy. Strategy development no longer solely rests on the shoulders of the marketing manager.
• Marketing professionals now come into their roles and shape the position based on their unique set of skills. The marketing manager and human resources department merely evaluate their performance. 
• Every member of the marketing team is directly accountable for generating new and creative marketing campaigns. It is no longer the marketing managers job to deliver innovative ideas.   
• It's the duty of both the sales and marketing departments to prove return on investment. While marketing is responsible for starting the conversation and painting the picture in the consumer's mind, the sales department is responsible for using the company's unique value proposition to persuade prospects your company is the best choice. 
• The most successful marketing results are performed through collaborative teamwork. Regardless of the situation, it is the marketing managers role to ensure the team is driving the best results possible. If the team is falling short, it is the marketing managers job to assess the teams' efforts and make improvements where necessary. 
• Marketing professionals are typically experts in a particular aspect of marketing whether that be digital marketing, direct marketing or advertising. With this in mind, marketing managers "sign off"  is only required if a second opinion is needed. 
• As marketing requires more team cooperation than some business departments, performance evaluations are no longer held individually, rather they are now reviewed as a group effort. Reverse performance reviews analyze each team member equally and keep the entire unit liable for return on investment. 

Marketing Managers roles are becoming quite archaic. It is likely that individuals on the team know more about their respective area of marketing than their superintendents, so it makes it difficult for marketing managers to rate their performance without evaluating sales results.