Have you ever wondered what a "reverse marketing manager" is? 

7 Ways The Marketing Manager Job Role Has Changed

Well, it's relatively simple. In the past, marketing supervisors have been leaders and innovators. They typically hold a role where they set the procedure for their team and hold each member accountable for their piece of the puzzle.

Now that it is 2018, it is evident that this model has changed. Here is how:

1. Strategies are developed collaboratively,  each department and team member must take ownership of their efforts. It no longer solely rests on the shoulders of the marketing manager.

2. It is up to the individuals to write their position descriptions. The marketing manager and human resources department is responsible for signing off as to whether they approve of the team members initiatives. 

3. In the past, marketing managers have been responsible for 'idea generation', an area in which they are no longer held accountable. Idea generation is a collaborative approach, and every member of a marketing team is subject to generating new and innovative ideas and campaigns.

4. ROI is the duty of both sales and marketing. Marketing provides the forum for conversions to occur, so their efforts certainly contribute. Does your business provide your sales team with all the marketing material necessary to convince prospects that you offer more than the competitor? 

5. Teamwork leads to the success of a business, not the efforts of an individual. If the team is not executing, the marketing manager also loses their ability to perform,  regardless of the situation.

6. Team members no longer need to be handheld. They develop briefs, and marketing managers sign off only if team members are looking for a second opinion.

7. Reverse performance reviews put each team member on an even playing field. They also encourage a collaborative environment conducive to performance standards that can only be achieved through teamwork.

Marketing Managers roles are becoming quite old-fashioned. With flat organizational structures on the rise, collaboration is encouraged, and workloads are distributed adequately. Besides, it is most likely that individuals in the team know more about their area of marketing than their supervisors, so it makes it difficult for marketing managers to rate their performance other than through their interaction with sales departments and ultimately sales results.

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Mellissah Smith

Mellissah Smith is a marketing expert with more than 20 years experience. Having founded and built two successful marketing companies internationally, she is well recognized as a industry thought leader and innovator. Mellissah started her career working with technology and professional services firms, primarily in marketing, public relations and investor relations, positioning a number of successful companies to list on the various Stock Exchanges around the world. She is a writer, technology developer and entrepreneur who shares her thoughts and experiences through blogs and written articles published in various media outlets. Brag sheet: #2 marketer to follow on Twitter (2003), Top 150 Marketers to Follow (2015), Top 10 innovative marketers (2014), 60K+ followers on Twitter with 97% authentic.

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