match the current marketing plan, the real market situation and the proposed investments.
In other words, if you want to see sales increase by more than 30% within a year, are you ready to invest up to 500,000 rubles per month in marketing activities, instead of the 150,000 rubles you are currently investing? And this does not include the cost of wages for new employees.
Preparing for Recruiting a Marketing Manager
Create a marketing plan based on market analytics and adjusted goals
The current marketing plan is a kind of roadmap for a newly hired marketing director. Of course, its level allows for reasonable amendments to be made to it, but only after confirming the level of his professionalism. The marketing plan specifies:
Vertically – all marketing channels used.
Horizontally , there are find investor through investor database existing links between the unique selling proposition and the target audience. Color coding is used to indicate those hypotheses that have already been tested and are producing results, those that have not been confirmed, those that are subject to testing first, those that have a lower priority, and those that will be tested indefinitely.
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Test the priority hypotheses of the marketing plan
It will be much cheaper than paying more than half a million rubles in salary to the marketing director to carry out testing on your own or by engaging contractors. If you need to test any hypothesis from the list, then it is quite possible to do it without the new Chief Marketing Officer's knowledge in this area.
It may also happen that during the verification of assumptions you will urgently need the director's advice in the field of email marketing or SPAM, but he will not have this knowledge. It is also possible that the hypothesis will ultimately turn out to be a simple profanation and will not bring any benefit to your business, and you will have to pay a higher salary for the work of the head of the marketing department.
Only after carefully working through all the above points can you begin to select a Chief Marketing Officer candidate in accordance with the prepared marketing plan. You can also request feedback from candidates regarding the marketing plan you have prepared and ask them to specify in more detail specific steps for one of the priority marketing channels.
This way, you will be able to select the most suitable candidates who are capable of solving the key business task in this position, namely, receiving applications from target clients. You can also conduct testing for any other tasks that you plan to transfer to the marketing