Cultivating Excellent Marketing Culture

Excellent corporate culture is the soul of an enterprise's survival and development. First class enterprises must have a first-class culture.

Corporate culture includes core culture and sub culture, just like Chinese culture and 56 ethnic cultures, marketing culture is an important part of subculture.

As the leading task of enterprises, marketing is the most important concern of enterprises, but it is often limited to material incentives for sales commission, and its work is limited in terms of cultural incentives and spiritual incentives.

In addition, due to the particularity of marketing, the turnover of personnel is more serious. Therefore, how to attract and retain those excellent marketing talents is particularly important.

Of course, the introduction and cultivation of talents is a systematic project. We should not only have reasonable material incentives, but also have excellent corporate culture. We should use culture to unite people's hearts, enhance morale, stimulate vitality and create achievements.

Let's take a look at the three major problems of marketing team incentives:

　　首先，營銷人員普遍存在物質導向心態。 

Marketing, especially salesmen, is often performance oriented and material oriented.

Many companies have low salary for marketing personnel, and then advocate the marketing culture of "no matter how white cats and black cats catch mice."

Once there is no performance for a period of time, people will float. Try another place.

It should be said that this material oriented and short-term effect of marketing personnel is not entirely a matter of individual mentality and values. It has something to do with the values, employment concepts and incentive mechanisms of enterprises. In order to stabilize the marketing team, we must carry out systematic reform.

　　其次，營銷人員尾大不掉、自立門戶現象嚴重。 

It is very difficult to train an outstanding salesperson. It takes at least 2-3 years. At this time, a salesperson who understands and grasps the core customer resources for the industry and products is often in a state of great success. In those days, McKinsey failed to win the battle, which means that Mccann's marketing structure reform was too radical and was strongly opposed by the district managers, which led to a large number of bad debts and bad debts.

Niu Gensheng was the vice president of marketing at Erie. It was precisely because of the concern of President Zheng Huaijun that he repeatedly weakened his power and influence, and finally led Niu Gensheng to resign in anger and set up another portal.

Therefore, if there is no good culture and incentive mechanism, on the one hand, the marketing personnel who are entrusted with heavy responsibilities may be difficult to control. On the other hand, excellent salesmen are hard to retain because of the incentive mechanism and cultural problems.

　　最后，營銷人員的專業技能與職業素養問題，學習意愿不足。 

Some people say that marketing is the most difficult and simplest part.

There are two things in the world that are the most difficult. One is to let others accept your thoughts, the other is to put other people's money in your pocket.

Marketers must do all these two things well before they can become loyal customers. Otherwise, they can only be short-term effects.

In principle, marketers should become product specialists, psychological advisors and sales professionals, but in fact, marketers often win by drinking and pulling ties.

It is undeniable that this is China's national conditions, and it is not hard to drink or act.

For example, the profession of medical representatives, but abroad is a very professional job. He must be an expert in some kind of medicine, whether he can assist doctors to do a lot of medication guidance work, but in China, medical representatives become a link of interest chain, and professionalism is impossible.

A good marketer must constantly learn, strengthen his professional skills and professionalism, and make himself more popular.

The success or failure of an enterprise lies in its marketing. The success or failure of marketing lies in the team, and the success or failure of the team lies in culture.

Cultivating excellent marketing culture is the basic rule of building first-class enterprises. According to the experience of consulting corporate culture, we believe that we must build an excellent marketing culture from three aspects:

　　第一步：提煉營銷文化的核心理念 

In addition to opportunities, the key to successful people is good mentality and mental models.

Ren Zhengfei just wrote that he was in the difficult place and even thought of death, but insisted on it. So he summed up his life experience and abstracted the core of HUAWEI culture, that is, the wolf culture, with clear goals and all-around efforts, but at the same time, he warned everyone not to want to be a perfect person, and people should learn to release their pressure.

These are the culture of an enterprise. It is necessary to have a relaxed and dynamic combination. It is necessary to help the marketing team to establish the correct values, professional outlook, competition concept and customer view. These seemingly simple things are very important for the training of marketing personnel.

People need to have spiritual support, people need to seek identity and sense of belonging. If a group of people with common values together and have a good working atmosphere, it will be easier to form teamwork and improve performance.

　　營銷文化的核心理念，包括三個方面： 

How to treat customers

How to treat yourself?

How to look at work

This is the three most fundamental and core issue, which must be carefully summed up and answered by every business marketer.

　　第二步：建立完善的激勵機制 

Encouragement is easy to say and hard to implement.

We all know that matter should match spirit, but it really needs to be supported by the system.

The so-called perfect incentive mechanism includes three aspects:

　　首先是薪酬體系的科學性。 

The marketing compensation system of many enterprises is the way of low base salary and high commission. This kind of salary structure can make the enterprise less burden on cost, but it results in the short term effect and the two level differentiation of salesmen, and the customer resources are gradually concentrated in the hands of some core salesmen.

To solve this problem, we must design a reasonable salary system, emphasize the importance of teamwork rather than fight alone. We should set up a broad band salary system to reflect the humanization of remuneration. At the same time, we must set up target management and advocate excellent culture. Only in this way can we not only make the salesmen have the pressure of achievement, but also improve the employees' salary satisfaction and sense of belonging.

The second is the scientific nature of spiritual encouragement.

Many managers have this confusion, and they have enough money for salesmen. From training him up to the present, the wages have been doubled. Why does he have to go?

Some people think that other enterprises are highly paid, though this may be a factor. But according to the survey, the first reason for employee turnover is not salary, but job satisfaction, that is, job satisfaction, achievement and working atmosphere.

If there is a good working atmosphere, the turnover rate of employees will be greatly reduced.

Alibaba's Ma Yun is now a success. But when he first started his business, he just came to Beijing and lost everything. When he returned to Beijing from Beijing, there was nothing left, but his friends did not abandon him. Just like Ma himself said, at the beginning, they had no problem with any person in Beijing Zhongguancun for 3000 quick money a month, but they went back to Hangzhou with Ma Yun, Ma Yun borrowed money from his employees and paid wages to his employees, and every day he talked loudly, inspired creativity, and kept everyone's passion and enthusiasm for the Internet.

Lending money to pay seems to be a matter of salary. It is actually a condensation of team spirit. It is a brilliant spiritual encouragement.

　　最后是讓工作有成就感。 

Marketers are most likely to develop a material oriented mindset under the influence of environment.

The demand for material is easiest to achieve, but it is not easy to satisfy. The material demand is endless. Moreover, marketers lose their passion for work for a long time. They often stay in the existing relationship to eat "old books", and for a long time, they lose their sense of achievement and lose their values.

In order to make the work full of freshness and sense of achievement, we can change the work content and working place of the marketers, so that customers can not rely too much on a salesman, but also enrich their work.

But at the same time, we should avoid changing the marketing personnel due to the change of work, which requires leaders to control their subordinates and grasp their work.

　　第三步：制定詳細的行動計劃 

The idea and system will not be implemented spontaneously. This is also the place where many managers are confused.

Good ideas can not be implemented. They are nonsense.

To make marketing culture a part of marketing management, culture must be quantified, targeted and combined with examination.

For the marketing department, culture does not appear as a function alone, but is integrated into specific marketing work. For example, when we mention "customer orientation", it can be decomposed into two kinds of indicators, quantified key performance indicators and non quantifiable key behavior indicators.

Key performance indicators for reference:

New customer development rate

Old customer satisfaction

New customer satisfaction

Customer complaint rate

Key behavioral indicators for reference:

Customer visit is timely and effective.

The maintenance and perfection of customer relationship

Customer database perfection

Customer oriented value compliance

In addition to assessing indicators, there should be specific action plans, such as how many customers to visit every day, the timely updating and maintenance of databases, etc.

In addition to customer orientation, the construction of marketing culture needs teamwork spirit, which should be the focus of marketing culture construction.

To create excellent marketing culture should be the focus of enterprise culture construction. If a company has a first-class marketing team, it will not be far away from success.