Wednesday, November 03, 2004
More on definitions, titles and other ways to box things up
I have found in many discussions, meetings, debates and other forms of human discourse, that usually people begin with different definitions of things and head down different paths from the get go. I think this is the part of meetings that so many people hate. It takes 45 minutes to get to some kind of common understandings, 15 minutes to discuss ideas, then 5 minutes (running into your next meeting) to schedule a follow up meeting where we can start this process all over again.
Here are some of the titles in technology marketing I've held, known at companies, know of others holding such titles, etc. that will help begin to frame technology marketing. But before I list these (and hope you can add some yourself) you need to look at other dimensions and variables in the equation such as: size of the company, size of the marketing organization, structure of the marketing organization and processes and priorities that marketing maintains. All of these factors have an impact on what defines technology marketing and the specific roles that marketing personnel perform on the job.
Here are some titles: VP of Marketing, Product Line Manager, Product Manager, Product Marketing Manager, Director of Marketing, Marketing Communications Manager (please provide others). And to a lesser degree I've seen Program Manager and Brand Manager.
The fact is that the roles these people play and what they do viz a viz their title are overlapping and change from company to company. Not good for the marketing discipline. However, I think it is important for marketing departments to define for themselves the titles, job responsibilities and connection points both within marketing and as it interacts with other disciplines such as sales, development, management, finance, support, etc. Then, communicate it folks outside marketing so it is well understood within the company. Hey Marketing, "What card is in your wallet"?
Here are some of the titles in technology marketing I've held, known at companies, know of others holding such titles, etc. that will help begin to frame technology marketing. But before I list these (and hope you can add some yourself) you need to look at other dimensions and variables in the equation such as: size of the company, size of the marketing organization, structure of the marketing organization and processes and priorities that marketing maintains. All of these factors have an impact on what defines technology marketing and the specific roles that marketing personnel perform on the job.
Here are some titles: VP of Marketing, Product Line Manager, Product Manager, Product Marketing Manager, Director of Marketing, Marketing Communications Manager (please provide others). And to a lesser degree I've seen Program Manager and Brand Manager.
The fact is that the roles these people play and what they do viz a viz their title are overlapping and change from company to company. Not good for the marketing discipline. However, I think it is important for marketing departments to define for themselves the titles, job responsibilities and connection points both within marketing and as it interacts with other disciplines such as sales, development, management, finance, support, etc. Then, communicate it folks outside marketing so it is well understood within the company. Hey Marketing, "What card is in your wallet"?
