Mafia manager

Ena od idej iz moje magistrske je tudi ta, da naj podjetja razmislijo o novi funkciji oz. delovnem mestu. Gre za to, da je za uspešen marketing danes vendarle potrebno več kot le to, da spoznaš Jureta Apiha, Igorja Ariha ali mogoče Tilna Klariča. Vse navedene zelo cenim, a vendarle oni niso zagotovilo.

Po drugi strani tudi za uspešno poslovanje podjetja ni dovolj to, da v njem zaposliš izkušenega finančnika, kot so zagotovo Bine Kordež, Žiga Debeljak ali Mirjana Dimc Perko. Res je, da se bo finančnik zelo hitro prebil na vrh prehranjevalne verige oz. hierarhije v podjetju, ampak to za podjetje ni vselej dovolj.

Če bi obstoječe stanje ohranjali še vnaprej, bi se marketing vse bolj pogrezal v lastni kloaki, podjetja pa bi v primežu finančnikov vse bolj zniževala stroške. Izgleda tako, kot bi se znašli v slepi ulici.

Rešitev je lahko v tem, da se marketing nauči financ, finance pa se naučijo marketinga. Moje osebno prepričanje pa je, da probleme najbolje rešujemo ljudje (roko na srce - ljudje tudi ustvarjamo najhujše probleme). Zato sem v magistrski nalogi predlagal uvedbo nove funkcije. Poimenoval sem jo mafia menedžer.

Tule je kratek izsek iz magistrske, ki opisuje vlogo mafia managerja:

5.1.1.    The marketing financial manager – mafia manager

The task of the marketing financial manager is to keep track of marketing investment, conversion rates, customers sales, cost, profitability, customer’s purchasing recency, frequency and value, customer lifetime value – and all of these by revenue streams, i.e. groups of customers.

Today technology enables companies to identify and track their customers, individually. The data captured in such systems makes it possible to measure and calculate most of the above, albeit it is clear that not all investment can be directly attributed to specific customer groups. Some investments are general, like a company’s PR and brand building communications, while other are specific and direct. It is also clear that many companies don’t get in touch with their final customers because of intermediaries like merchants and dealers.

The scope of possibilities enabled by the data capturing abilities of modern customer oriented information systems is so large that marketing managers can’t cope with it. They lack financial and accounting skills, they are too overwhelmed with too many projects without proper focus, and, actually, they don’t want to do it.

On the other hand finance and accounting people are the people in the company who are at the furthest distance from the marketing people. Marketing people and finance people do not mix well.

Marketing financial manager has to close this gap and give marketing people the information about their efficiency. If marketing people know which of their activities bring best results, then they do more of those. If left in vacuum, they work to please other interests, sometimes completely disconnected from company’s strategy and objectives.

Rešitev je seveda lahko tudi v tem, da se tržniki spremenimo in nas začnejo zanimati finance. Ali pa finančniki postanejo tržno naravnani. A oboje se zdi kot premikanje gore, zato vendarle h gori pripeljimo Mohameda, torej človeka. Oziroma poiščimo ljudi, ki jih zanima oboje.

Imenujemo se podjetniki.

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Berete “Mafia manager,” objavo na cuzak.itivi.si

Datum objave:
8. February 2009 / 10:47
Kategorije:
izobraževanje, trženje