3 people who don’t belong in your marketing department

first_img 295SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr,John San Filippo John is the co-founder of OmniChannel Communications, Inc., a company that specializes in B2B marketing to community financial institutions. He started out in the savings and loan industry, but wisely … Web: www.omnichannelcommunications.com Details Have you ever heard of an entry-level benefits clerk getting promoted to Director of Human Resources? Probably not. Would you take a kid fresh out of DeVry “University” and make him your CIO? I would hope you know better. Or for that matter, would you just assume that anyone who knows how to start a lawnmower is qualified to take care of your lawn? If so, I can only imagine what your yard looks like.These questions sound kind of dopey, don’t they? Yet time and again, I’ve seen corporate executives – from companies large and small — who make this same kind of mistake when it comes to marketing. There seems to be a popular belief among many of these execs that anyone who has had the TV on during an Apple commercial is somehow qualified to run a marketing department. That idea is both laughable and tragic.I suppose all the good marketers of the world are to blame for this phenomenon. We apparently make it look so easy, everyone thinks they can do it, and by extension, anyone to whom they give the job can do it, too. Honestly, though, I don’t have a good explanation for any of this. It continues to confuse, irritate, befuddle, anger, perplex, mystify, aggravate, nauseate and constipate me to this very day.I can’t do your hiring for you, but at least I can tell you three people to avoid. The Software Power UserMarketing is all about creating pretty stuff, isn’t it? You know what I’m talking about. Gorgeous brochures and animated webpages and emails that just won’t take no for an answer. So it stands to reason that the guy or gal who can dazzle you with Photoshop and Illustrator and who knows what else from the Adobe Creative Suite should be able to put together an incredible marketing program.Except marketing isn’t all about creating pretty stuff. Marketing is about influencing thought. And while it’s true that you can, to some extent, influence thought visually, nice collateral and a decent webpage are merely the cost of admission to the marketing cheap seats. The software power user will never get you where you need to go.The Former SalespersonMarketing is a sales support function, isn’t it? Marketing’s job is to generate leads for the sales team. So it stands to reason that the guy or gal who can dazzle you with an amazing sales track record should be able to put together an incredible marketing program.Except marketing isn’t just a sales support function. Marketing, on the whole, is a very big-picture undertaking. Salespeople, on the other hand, are generally very myopic when it comes to marketing – as well they should be. They’re focused on the part of marketing that’s going to benefit them the most right now. Things like lead generation, for example. If you put a salesperson in charge of marketing, you’ll end up with a lead-gen team instead of a full marketing team. The Crowd PleaserMarketing is all about making the rest of the internal team happy, isn’t it? When the sales team is happy and the executives are happy, it means that marketing is successful. So it stands to reason that the guy or gal who can dazzle you with enthusiasm and an eagerness to please should be able to put together an incredible marketing program.Except marketing isn’t just about making other people happy. It’s about getting results. And sometimes to achieve the desired long-term results, you have to be willing to piss a couple of people off in the short term. That’s just how it works. If the person running your marketing can’t look your sales manager in the eye and say, “No, we’re not going to do that,” your marketing will always be watered down and ineffective. The Bottom LineMarketing is no different than any other discipline. It takes skill, it takes talent, it takes passion and – most important of all – it takes experience. Would you rather be the brain surgeon’s first patient or her 500th patient? No, I’m not saying that marketing is brain surgery. What I am saying is that experience is extremely important in any hiring decision you might make – including marketing.That is all.last_img read more


first_imgJulian Cuddihy being led into Ballyshannon Court tonight by Detective Garda Bernard Mullins. Pic copyright North West News Pix.A man has been charged with the murder of his parents after appearing at a special sitting of Ballyshannon District Court this evening.Julian Cuddihy, 42, of Churchtown, Carndonagh was remanded in custody to appear at a special sitting of Letterkenny District Court next Wednesday. Detective Garda Bernard Mullins told the court that he arrested Cuddihy and charged him with two counts of murder at Buncrana garda station last night.To the first count Cuddihy replied “I have no response” and to the second count he added “I’m not signing that.”Solicitor Ray Lannon of Michael D White Solicitors in Carndonagh asked Judge Kevin Kilrane that his client receive immediate psychiatric assessment at Castlerea Prison.Judge Kevin Kilrane asked Mr Lannon if his client had a history of mental illness.Judge Kilrane was told that a local doctor had attended Cuddihy, 42, on October 15th but he was not psychiatric assessed.“He was previously assessed and there was no diagnosis of psychiatric illness found.”Judge Kilrane then recommended that the accused be assessed as was conveniently possible.Free legal aid was also granted in the case.Cuddihy, 42, was represented by Ray Lannon of Michael White Solicitors from Carndongh.Cuddihy, wearing blue tracksuit bottoms and a wine-coloured sweat top and black trainers, sat wringing his hands throughout the hearing.He was accompanied into court by three Donegal-based detectives who sat beside him throughout the hearing.The couple were found by family members at their home at Churchtown, on the outskirts of Carndonagh just after 9am on Thursday.The couple were very well-known in the area.Mrs Cuddihy, 73, was a former nurse who was originally from Malin Head.She was well-known throughout Donegal for her voluntary work especially with Letterkenny General Hospital.Her husband Jimmy, 77, was originally from Kilkenny but had moved to Donegal to work many decades ago.He was a former maths teacher at Carndonagh Community School and still gave maths grinds to local pupils in the area.Julian Cuddihy, 42, arriving at a special sitting in Ballyshannon District Court this evening.Photo: James Connolly / PicSell824OCT14SON APPEARS IN COURT CHARGED WITH MURDER OF PARENTS was last modified: October 26th, 2014 by StephenShare this:Click to share on Facebook (Opens in new window)Click to share on Twitter (Opens in new window)Click to share on LinkedIn (Opens in new window)Click to share on Reddit (Opens in new window)Click to share on Pocket (Opens in new window)Click to share on Telegram (Opens in new window)Click to share on WhatsApp (Opens in new window)Click to share on Skype (Opens in new window)Click to print (Opens in new window) Tags:CarndonaghJulian CuddihymurderPARENTSlast_img read more