The operationalization of marketing function

Call it a recessionary trend, or emergence of something more disturbing, increasingly marketing function is being operationalized.

Aspect A

Management believes that marketing is a cost function, and only knows to spend budgets on campaign (s) which have little or no impact on sales or bottom line of business. Hence it is in the right spirit to curtail marketing to coordinate with media partners (agencies/vendors) and keep the all important budgeting function with commercial/finance.

If anyone has to be blamed for this perception it is us, the marketing fraternity, because we have succumbed to the "one up man ship of spends" syndrome. How many times have we really understood the ROI associated with the spend and hence established a near real, near possible co relation between what we spend and hence what sales has it contributed. Take a look at how various partners react to ROI question

Media seller/Owner - "Media will deliver reach, not response". Very valid point.

Media Agency - "Sales is a function of many external factors, which are beyond our control"

Marketing has to take onus for the spends, and align all important functions like Sales , Distribution, trade, and communication under one roof to deliver good communication, good product.

Aspect B

More disturbing trend is the commercial/Finance getting into marketing sphere and taking all important decisions on spend, actually negotiations, which generally are with less competent/value media partners.

Finance is least likely to rummage through media strengths and media efficacy of the various partners and hence take a informed negotiation call. And most likely negotiation value is reciprocal proportionate with the media strength. Thus skewing the negotiation logic more in favor of less powerful media partner.

However call it a recessionary trend, or a long term syndrome, more and more media negotiations which should be a marketing stronghold are being dealt by commercial/finance function.


Conclusion

While I am in no way making a case against Finance/commercial but amplifying my concerns about the strategic mistakes, or shortsighted approach to business amongst corporates.

Last 2 days have been a flurry of media news denouncing terrorism in mumbai and glorifying spirit of mumbai, a city which never stops.

This has been the story everytime terrorism strikes mumbai. Politicians glorifying, saluting spirit of mumbai, and media amplifying this message to create a sheep mentality. Everybody in mumbai believes that he or she is contributing to this "spirit of mumbai" and hence continue with their life as if"nothing happended".

While I too believe in this "spirit of mumbai", what I hate is that arent we being taken for a ride by the politicians. Are politicians not using this opportuity to deprive us fo what we rightfully deserve.

If for a moment I defocus from the carnage of last 2 days, and focus on all the trauma Mumbai has gone through in last 2 years, and ask politicians what is it they have done to ensure saftey of common mumbaikars.

Terrorism threats, non existent infrastructure, pathetic public transport, polluted environment, pigeon holes to call home, unaffordable housing, all this and more is what we are living with. As if that is not enough for you to test our "Spirit".

Dont test our patience, dont test the spirit till it dies.

Imagine a scenario when mumbaikar decides not to take this shit lying down. Protest, not on streets but through changing our thought process. Making each one of reading this mail, believe that they can also change the city, they can force the politicians to be accountable. To excercise our right of being a pain for the authorities till they relent, and give in to our rights.

We need a change, and that change has to begin within us first.

As an individual I have taken a first step in sending this message to all politicians, and to all news channels.

If you too want to action this, please send it to your corporator, friend, politicians you know. Let them hear our mind, and hopefully .......change.

how to get things done

It might sound like a typical "street smart" phrase "kam nikalna aana chaiye", but managing a team is much more then that.
Because getting things done from an outsourced vendor is much more easier then getting work done from an internal team.

I am learning the team management traits here, and relishing the learning phase. Basic principal of growth is to "not to do the tried and tested", however that still needs to be done. So who takes the tab. What I mean by "Tried and tested" is basic hygeine work of client servicing, or mere media planning basics.

This is where your team comes handy and useful (in ideal scenario). I say this not because I have a bad team, but I take p:ride in the fact that I have people who think,and who have their own thoughts on business.

I think as a manager of people one needs to understand the fine line of difference between a ruling and hence a mandatory "force down the throat decision" to more democratic and inclusive decision.

After all that is the term "Managers".

I am learning a new chapter in my professional life to drive things through people, and I must say it is a fantastic learning experience. An experience which on one hand teaches me humility and respect for people, on other other hand pushes me to have self confidence and self belief in what I am doing.

A very eclectic mix of people belief and self belief I must say.

Monsoon fury raising a storm in my mind

Today mumbai experienced its worst monsoon fury this season. It has been raining constantly since yesterday night, and the whole of today morning. Wondering why this piece of weather info reflects on my blog today.

Well reason being today witnesses at least 4-5 key people missing in action from our prabhadevi office today (including me).

How does one justify this sheer lack of attendance in office on Tuesday morning (may not be so bright morning, but still). Well blame it on BMC (Bombay municipal Corporation .. for the uninitiated). I took at least 2 hrs. to travel a mere 10 km. from my residence in borivali (East) to Goregaon.

And to top it all there was a mis informed radio channels communicating about conflicting news of a high tide/low tide to make sure the listnership keep on rising.

All this apart, can this ever be tolerated in any other ambitious city. A city which is raring for growth, and equipped well enough with right talent. Not that my mind accepts.

I think this is a sheer apathy from government authorities to recognise needs of people of mumbai. But that is a often beaten to death discussion.

My objective of writing this post is to understand what can I do as a citizen of this country and this state. Can I for example initiate a non co operation movement with BMC/MMRDA/or what ever acronym authorities would like to adopt. A non cooperation to pay taxes, to use public transport (till they adhere to basic minimum requirements), etc.

Problem is I as an individual can do this, but that doesn't bother the politicians/bureaucrats. And to create a movement, you have to be a leader (strictly in political sphere) which current situations don't merit/allow.

Any ideas as to how to create a community, without actively seeking a political ambitions in life.

Agency - Your Partner or Whipping post

When I think of any relationship, I always believe that it is meant to last. Otherwise it should not have begun. While the initial phase of any relationship is certainly a testing time (as for human being involved, equally so for partnerships) but you need to have realistic benchmark to judge efficacy of a relation.

My views are in specific context of client agency relationship which can be a beautiful partnership, or can be a failed relationship. A lot depends on deliverables from both the partner in any relationship.

As a client one is expected to deliver very critical component of the deal - and no it is NOT BUDGETS. Need for the communication and objectives to be achieved from the communication according to me are the most important deliverables from the client.

Agency has to gear up to deliver this to the client, which becomes a second important step towards a succesful partnership. Invariably problems start at this stage.

As a media practitioner I often wonder about my deliverables to the client. Being in a service Industry, beyond the concrete deliverables, I think the key differentiator is deliverables on time.

As a service provider it is very important to respect deadlines,and commit to the job taken in hand. Afterall a lot depends on your commitment to a client. Client makes his assesments/deadline setting post you committing to him.

This however starts a new debate in my mind.

What if the agency is expected to deliver quality service, at impossible pricing, and at break neck speed.

And if that becomes your benchmarking tool against a not so worthy competitor.

This however is the way few clients perceive at agency business. And I dont blame clients for that. Onus is on us agency guys to understand what we stand for. We certainly are not factories delivering a batch of media deliverables at 24 x 7 x 365 pace.

If I step back and look at my deliverables as an OOH Media professional, it is impactful, meaningful and competitive media deliverables. I think the deliverables are strictly in that order. Any change in priority of deliverables is not an agency working, it is a production unit with low cost inputs to deliver a sub standard product.

While I subscribe to the views that budgets may vary from campaign to campaign, but the basic premise should remain the same. Because being competitive does not neseccarily mean being "Cheap" or "Lesser Priced".

Today I lost one of my very close friend. Abhijit vakil in many ways was a special friend. Talented, multifaceted, and very solution oriented person. Struggler throughout his life, he has been a friend I would miss throughout my life. I am a bit sad today, coz I remember small moments I shared with him. I am particularly hurt about the way life behaved with him, and future of his wife, son and daughter. 34 years is no age to die. I am also at loss as to why a battery of doctors have not been able to help him on cancer. Doctors literally played with his money and his hopes. After spending so much of time and money in hospitals like breach candy, all he got was a early death. Post this incident I have realised how life can be cruel at times and can snatch away your friends from you.

Critics

Iam eager to explore opinions, opinions about me, my work, my approach to... Work, life, friendship. I often wonder that how does one improve upon self. Friends, colleagues do give you opinion. Is there someone who is reading this blog and bother to key in some real bad things, with a dash of some goodness which I demonstrated during working/ interacting with them$ feedbacks awaited.

Is there something wrong with your workplace......

How often do we leave our office space with lots of thoughts, and complains about the way things are moving. Complains about how client(s) are creating problem(s), complains about how the whole process is fucked up. Lack of infrastructure, Lack of discipline, Lack of sincerity, Lack of quality manpower etc etc...

I dont think there is an end to this, but yes there is a supposedly (we will come back to this later..) solution to this. Just change the job. Bosses are not listening, colleagues dont pay a damn, pay scale is not right, will get a 30 % jump if I shift, these and many similar reasons work towards you taking the plunge.

Things are pretty well for a period of 2-3 years, and then .. bingo you get the same familiar feeling. Isnt that jobs becoming too predictable.

Not really.

I guess answer lies somewhere else. How often have I tried to change the way things are moving. How often do I believe that if things have to change, I have to drive it.

In my experience of over 10 year, I have worked across 4 organisations, and have found faults at every place. But have I tried to change them, or have I changed the place of work itself. I think I too choose the easy way out.

Going back to the supposedly phrase.... we think this is a better choice and hence go for it. But I think in this hurry to choose, we miss out on a major opportunity. Opportunity to change the things, and hence craft a organisation as per your and like minded colleagues.

Collective leadership is perhaps about finding such opportunities, finding such a team who think like you, and wre willing to work towards a common goal, and hence are partners in progress. Results when you find such a team are always bound to be favourable. Afterall you have not gone for an easy option, but dared to change things.