KSF Number 3: Excellent and complete knowledge of the firm offering
The consummate manufacturing marketer must be highly knowledgeable about their firm offering whether it’s products, services or a combination of both. The marketing strategy and tactics must position the offering and the brand in the market place aligned with core competencies and the target customer's buying criteria. It's impossible to devise and execute a strategy without a thorough and comprehensive understanding of the offering in order to realize how it will or will not be accepted by the target market.
How can a marketer begin to devise and execute a strategy without having this critical information?
Another reason the manufacturing marketer must possess this knowledge is to establish personal credibility with other divisions. Credibility is required to establish and maintain the critical relationships between marketing and the sales team, R&D team and the customer. A good marketer acts as an adviser and a key contributor to the success of the business. In order to be taken seriously, credibility is necessary. Credibility is not possible without complete knowledge of the offering.
You should already start to see how these KSFs fit together like timbers forming a strong foundation for success in the market place. It is not enough to simply execute tasks or projects for other departments. Modern manufacturing marketers must consider themselves as integral to the operation and success of the business.
Stay tuned for KSF 4; Alignment Between Marketing and Sales