Being revenue-orientated is top of the marketing remit, but is usually, for some strange reason, way down on the list on the job description – if itâ€™s there at all. Hereâ€™s a recent job description I came across (most of these ads look the same):
Marketing Executive: Media / publishing / events
If you are an ambitious, dynamic marketer with experience of or an interest in conference marketing, then we would like to hear from you! We have a vacancy within the conferences division of one of the world’s most successful B2B media and publishing companies, and we are looking for candidates who really stand out from the crowd. This is an exciting time to join the business, with a whole new conferences division being developed – this has attracted some of the best people in the business, so this is a fantastic opportunity to learn from the experts! With ambitious growth plans over the next few years, there will be plenty of training and progression opportunities for the right candidate.
What we need from you:
- Strong direct marketing experience, preferably in an events or conferences environment
- Exposure to, and an interest in, online marketing techniques
- Experience using integrated marketing channels
- Excellent numerical and analytical skills
- Experience in a B2B environment advantageous
- a genuine interest in a career within the conferences / events sector
What about money?
There is nothing there about bringing in money or orders for the company. But guess what? Revenue-earning is top of the list for company bosses and shareholders, even more so during a recession! That job description diverts the applicant away from the real reason the media company is advertising. Don’t be lulled by the phony description!
Remember – when things get tough, loyalty always seems to go up, but never down the company hierarchy.
There are three areas where you and your bossâ€™s interests will always coincide: money, money and money. No matter what your job description says, when it comes down to it, revenue and cash-flow are the two main measurements of your and your companyâ€™s success. They will shape and decide your career prospects.
In the business of direct marketing, making more money for your company is the first step to genuine entrepreneurship and business leadership.
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