Now that MarketinLife has recently celebrated its tenth anniversary, I would like to reflect on what this period has been like, a journey that has led me to advise and work with entities of great prestige not only nationally but also internationally and which have allowed me to take on challenges for which a mind with concerns must be properly prepared.
Management positions, in general, require a level of preparation and experience that must be translated into a global and integral vision of what their responsibility within an organisation represents, and marketing and business development management is no exception.
In the same way that a film director must know very well everything that is involved in a production to be able to capture what he or she wants from each scene and its actors and which must be translated into advanced notions of acting, photography, lighting, sound, set design, written expression, even make-up if you hurry, a person who holds the position of marketing and business development director must know how to make decisions based on a deep knowledge of the economy, social trends, politics, legal matters, technology or anything else that may have an impact on the activity of the organization for which he or she provides services.
And I deliberately say marketing and business development management because for me they are activities or disciplines that must necessarily be linked to obtain precisely that global vision of where the economy and society are evolving and thus adapt the entire structure of the company for which it works to the new demands of the market and build an offer of products and services that guarantees the long-term survival of the company.
The true value of a marketing and business development professional lies in his or her ability to identify new opportunities and shape them. Just like the film director, the marketing and business development professional must know all the tools available to him or her but must not forget that they are merely instruments and need to understand that their task is to build and direct a production that will lead their target audience to enjoy a show that is worthy of a standing ovation and recognition which, in business terms, translates into greater consumption and loyalty to the brand that they represent.
In my opinion, therefore, ideas and creativity are traits that should be inherent to any professional holding a managerial position in a company since very soon, and especially within marketing and business development, the most everyday tasks will be developed by technological solutions based on artificial intelligence and machine learning, and what a marketing manager will do is to commission a series of parameters that will allow him to adjust this technological solution to the needs of the company to direct its offer of products and services towards those market trends that have been identified thanks to this vision that it should treasure.
For example, a good technology manager is not just someone who masters all the tools and platforms that exist on the market, but also someone who knows how to interpret what is needed in the company’s business area to provide a response in the form of a technological solution and thus allow it to work efficiently.
For a good manager or marketing consultant to be useful to a company, he needs to provide that vision that makes him unique in comparison to others, that result that in the form of new ideas and initiatives allows him to contribute to the economic development of the organisation for which he is providing all his talent.
In an economy and a society marked by digitalisation, robotics, artificial intelligence and machine learning, the marketing and business development professional must increasingly remain on the strategic plane and not descend to the tactical and operational plane, since in this sense he or she will have the invaluable support of new technologies. On the other hand, analysing from a strategic perspective will allow them to give real value to their function and it will be there where they will have to make the difference so that all the added value they possess is properly channelled towards the different areas of the organisation that are involved in management.
We professionals who work in the strategic field of marketing and business development often build true Frankensteins since we choose ideas and solutions from here and there to combine them and create a new being that in the form of a plan helps us to obtain better results for the brands and companies we serve.
And that is what I hope to have done during these ten years that MarketinLife has been in the market and what I wish to do in the future because I have learned a lot advising brands of international prestige but above all I have not stopped feeling interest in continuing to learn and above all in continuing to observe around me how my whole environment evolves and what conclusions I can and should draw from all these changes to be able to apply them appropriately in all the projects in which I am immersed and above all in those that are yet to come.
I would like to take this opportunity to thank all the people and companies that have placed their trust in this source of ideas that emanates from my knowledge and experience during these ten years. I look to the future and hope to be able to continue analysing everything that is happening around me to interpret it properly and remain faithful to the principles that should govern any professional responsible for managing the designs of departments and companies in general.
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