Many people think that great marketing executives belong to an elite class of their own. In many ways, this is true. But most of them did not get to where they are now by accident or chance alone. They became top-notch because of the decisions they made and, of course, you can become one too. Wherever you are now in your marketing career, whether handling healthcare leads or supervising a team of reps, you can and should think like an executive. Here are four ways to do so.
Focus on the big picture. The view from the top is perfectly panoramic, but it takes a special kind of vision to really see the big picture. Good marketing executives understand how each individual component fit in a broader scheme—from the company’s mission down to the objectives. But this does not mean they overlook the fine details. Top marketing executives are those who can maintain attention to detail (like aggregate healthcare leads) without losing sight of the whole story (growth).
Emphasize bottom-line figures. Executives are results-driven, but the outcome they tend to focus on is on the bottom-line, which means they prefer net results over gross amounts. In healthcare telemarketing, this means looking at profit per lead instead of sales per lead, although the latter is not entirely pointless in some other context. Thus, you should have the desire to look at results in terms of net amounts, not only gross.
Look at longer-term time horizon. Ideally, senior-level executives should consider things in longer-term time horizons, and this is a characteristic shared by many top-notch marketing executives. Unfortunately, the prevailing corporate culture today is geared towards shorter-term results and incentives. As a marketer, you should be keenly aware of the dangers that short-sightedness brings. Don’t just generate healthcare leads for this quarter or the next, do it for the long run.
Bring out the best in people. This is perhaps the best way for you to think and act like a top-notch marketing executive. The legendary investor, Warren Buffett, pointed out that this is the single most important characteristic of a good manager. So, whether you’re in the business of generating healthcare leads or elsewhere, make an effort to bring out the best from your staff members, bosses, customers, prospects, etc. This will take you places.