Does an industrial company need an internal marketing manager?

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Having an internal marketing manager forces an industrial company to consider certain questions:

Do I need someone who can do strategic marketing or is it better to hire someone at an operational level? What will their primary duties be?


To decide what the focus of the marketing position should be, who this person should report to and what their main functions will be,
we can turn to the authors Mikel Mesonero and Juan whatsapp new zealand Carlos Alcaide who, in their book Industrial Marketing, mention that industrial companies go through three phases with their marketing area.

phases-that-industrial-companies-experience
My recommendation is:
Avoid phase 1 as much as possible
If your company is very small, you may be tempted to delegate marketing responsibilities to a new junior. On paper, this sounds like a good idea, as delegating will free you up for other tasks. In practice, it can be a waste of time.

One thing you need to understand as a small business CEO is that you are the marketing and sales leader, and your primary role is to attract new customers and grow your existing customers.

It would only be prudent to integrate a junior if you delegate specific and operational activities to him, and you take responsibility for the strategy and a lot of operations as well.



One path I recommend for small businesses is:

path-small-business


Medium-sized industrial companies must start in phase 2
In this phase, the new marketing manager will have to report to the sales leader. It is key that within his training plan he gets to know the company's operations, products, talks to customers and, over time, develops to participate in certain strategic activities.



Large companies must move from phase 2 to phase 3
At this stage, the marketing manager reports to the CEO and works closely with sales, production and engineering leaders to design the marketing strategy.