We have a problem. There are too many people who are in the wrong place in their professional lives. This is affecting your daily life and not in a good way!

Here’s one story, I’m sure you can relate.

Bill (fictional name) has a computer engineering degree and about five years ago Company Z, a software company hired Bill to be their software trainer.  This role is the after-sales touch point to help customers adopt the software faster and use the software properly.

Bill learns the software quickly and in less than one year, the company promotes Bill to be their Sales and Marketing Manager! This role manages lead generation, sales, marketing, pricing, software demonstrations, market development as well as up-selling and cross-selling more features and services. Outside of customer technical support and product development, Bill has taken over the rest of the company.

There is just one problem, Bill knows nothing about sales or marketing.

What do you think happens?

  1. High-turnover: Because Bill lacks the necessary expertise, he unabashedly hires people with more knowledge than him without telling them the truth. He tries to lead but his staff feel more used than a part of something great thereby creating distrust in the company. 
  2. High-turnover: Since Bill is still learning, he doesn’t know how to evaluate his people properly, important departments experience 100% turnover.
  3. High-turnover: Bill never acknowledges work well done because he doesn’t get it, doesn’t get good leadership means spreading the love around. Instead he is the receiver of negativity, frustration and apathy by his staff.
  4. High-turnover: Over-worked, busy putting out fires and a bottle neck, Bill can’t see what it needed to help move the company forward. The company stagnates.

Average companies believe that it is better to hire people with technical skills and the sales and marketing will just come naturally. Great companies believe it is better to hire sales and marketing experts and they will learn the product.

Truth is, a great salespeople can and will sell anything. The same thing holds true for marketing. Marketing people blessed with skill can see the company’s vision and will design a marketing plan based on what’s right for the company and not based on their ego.

What about you? Have you ever been at a company where the wrong person was leading?

About the Author Cecilia

I am a marketing communications specialist, strategist, problem solver and founder of The Marketing Boutique. I am also a Fitness Nutrition Specialist (FNS), certified by NASM, Diabetes Paraprofessional Level 1 (AADE) and Apprentice Essentrics Trainer!

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