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Which is better marketing or manager. mission Impossible

I remember, as a child, we often argued who was stronger: the terminator or the robocop? If a predator fought an alien, who would win? (Then no one could have imagined that such a film would be made).
Time has passed, but such questions still torment the minds of already adults in appearance, but children by nature.

So what more important to the company? Management or marketing? Of course, the question is ridiculous and stupid - a company cannot work effectively without management and marketing at the same time - any student of the business faculty will rap out. And in general, it will be right. But we forget that in a real situation there are never enough resources. We present that 1 place is vacant. Or allocate money to take one super-cool specialist. Who is better to take? manager? Or a marketer? Only one is enough to pay...

In order to understand who we choose, we must first clearly distribute who is responsible for what. If everything is more or less clear with marketing (see here:), then with management everything is much more complicated.

It is difficult for me to name now at least one university in Odessa that would not produce managers. It comes to the point of absurdity that the same Hydromet or Polytechnic graduates managers ... The question is - managers of WHAT? Weather? Or a computer manager? It's hard to understand the students who go there... But on the other hand, it's okay for them, they don't know. But how to understand the leadership of such a university, which opens the specialty of management in a non-core institute?

So, now the word management is attributed to almost all specialties: sales manager, account manager, VIP client manager, marketing manager, PR manager, promo manager, production manager, financial management, investment manager, development manager , HR manager… The list can be long and tedious. And is it all management? Or maybe the HR department? Accounting? Production? Sales department? I think this misconception (intentional or not) is primarily due to the wrong essence. Management, as you know, has 4 main functions: planning, organization, motivation and control. And it turns out that EVERY person who plans something, does something, forces himself or others to do it and checks - is he a manager? In the broad sense of the word, the foreman of the movers is also a transportation manager. Fits the function. And even by name. After all, many people translate management as management. But it is not so.

If we turn a little to history, we will find that for the first time the term management was introduced by a certain Joseph Schumpeter (I don’t remember the year for whom to look for, it’s easy to find). So, before that, there were 3 main factors of production: land, capital, labor (well, or instruments of production, means of production and production itself). So, this same Schumpeter introduced the fourth component - the qualified work of management, which makes something integral out of these 3 elements. Management itself has a lot of definitions, but my favorite is something like this: Management is a work with the aim of obtaining a synergy effect in the enterprise. Those. the bottom line is that 1+1=3. A skillful manager organizes production in such a way that the sum of the company as a whole is much higher than each unit would work separately and then add them up.
In my understanding (not necessarily the only correct one), a manager is a leader, and any leader must have management skills - whether it be a shop manager, a foreman, a marketing director or someone else. It's just that each one of the functions is more developed.

But the MOST CHIEF MANAGER should be at the head, who, in fact, personifies the real leader, the captain.

Now, who is more important? After all, the marketing department decides such issues as what to produce, to whom to sell, at what price, in what volume ... in what packaging, how much money to spend on advertising, etc ... I.e. in fact almost EVERYTHING critical issues go through it (as you can see in the diagram, the marketing department sticks its nose everywhere).
I think that in different periods of a company's life, this emphasis has a different meaning. If we consider the classic life cycle product, then I would put this accent like this:

Implementation(going to market): the main thing is marketing. Without a marketing strategy, knowledge of the market, competitors and consumers, there will be no way out as such at all.

Growth stage (rapid growth): came out great, gaining momentum, demand exceeds supply. Everything is great. Here both management and marketing are equally important. Marketing is needed to ensure that growth is more rapid, it is better to guess the preferences of consumers, the adequacy of prices. Management - to ensure required production skillfully manage people and financial flows. Most often, at this stage, demand outstrips supply. If you still choose who is more important - then, probably, the manager.

Maturity– I would still bet on the manager. At this stage, the company most often collects profit from this product. Of course, marketing is needed, but not in the same way as skillful management. No special developments, investments, changes ... Marketing here is rather in a "supporting" mode.

recession No matter how high you throw a stone, it will always fall down. Proved by Newton  Although, if you launch at a speed of 9.6 km / s, then the stone will leave the atmosphere and fly around the Earth (I can’t vouch for the numbers, you can double-check, but this is the order). So, sooner or later, in any market there will be a recession. And no matter how sad it is in practice, in theory - the most interesting moment. After all, two diametrically opposite options can happen here: the sale of goods can come to naught completely, or a “second wind” can open up and go new round in development, since implementation. Based on this, priorities are set. For example, a decision was made to close a direction, or sell a part of an enterprise that is in decline ... In this case, a strong-willed decision of a manager to eliminate stocks, dismiss or retrain personnel, change policies, etc. (although in the event of a sale, you may have to turn to marketers to write a beautiful report and plans, along with financiers). If the management believes that the product was “misunderstood by the market” and still has potential, then here the task for marketing is to find a new USP, present it correctly and restart the whole scheme, starting from the introduction (our washing machine is not only excellent washes, but also a stylish nightstand! Save on furniture!). Or just enter another market.

IN percentage management and marketing, I see it like this:
Implementation: marketing 80%, management 20%.
Growth: management 60% marketing 40%.
Maturity: management 70%, marketing 30%.
Decline: management 70%, marketing 30% or marketing 70% management 30%, depends on the strategy.

Of course, this is just a general scheme, which has a lot of BUT and limitations. There is seasonality, recessions in the economy, changing company and management policies, new players, changes in the production process, etc. In business, there is no general rules”, there are only recommendations that previously worked or did not work.

In the end, I will say this: at the enterprise it is equally important to have both professional marketers and managers. Moreover, all marketers, as well as other managers, should have good management skills (and managers should know at least the basics of marketing). But in different periods of a company's life, the emphasis on importance between these, in general, inseparable concepts, can be placed in different ways, depending on the specific situation. But neither one nor the other can be neglected!

I'll start the topic with a letter from one of our future colleagues. This letter was the reason for writing this note.

Hello Pavel Evgenievich.

I am facing a difficult life choice. This year I need to enter the university (I'm from Ukraine) but I can't decide on the direction. I choose between marketing and management.

Could you describe these directions in more detail (in simple, understandable words). I want to go to these areas because I do not see myself as an ordinary "office rat", but I want to actively participate in the life of a firm, company, and so on ... I want to get a position in which my word will not be an empty place. I want to decide something, invent something. Maybe you have some specific tests, questionnaires, etc. which will help me decide. This is very important for me and I will be very glad to hear from you. Thank you in advance.

Thanks for your question. In fact, the question is worth a million, since the answer to it lays the vector of development, allows you to decide on a career and, as a result, allows you to make life better. Since I know the answer to this question, I will be happy to share this million with you.

Marketing: science and craft

Let's start with a paradoxical, at first glance: the profession of a manager exists, but the profession of a marketer does not! Marketing is a way of thinking, an approach to market activities that an individual and a company are engaged in.

Marketing thinking should have representatives of a fairly wide range of professions. Anyone who does something for the sake of the buyer, with the aim of making his life better, simplifying the choice of goods for the buyer, helping the buyer to get satisfaction about the services and products that the company offers, must have this special mindset. Thinking like a marketer must:

  • good sellers;
  • those who advertise goods and services;
  • those who design, plan, and create the goods and services needed by the market;
  • those who are interested in these goods and services, in order to help customers, come up with, plan and conduct promotions at points of sale;
  • those who create visual, video and audio communications (posters, videos, banners);
  • those who draw up points of sale and put goods on the shelves;
  • those who manage all the processes listed above (manager);
  • and so on.
All these and many other professions require special thinking, a special attitude to everything that people in these professions do. Usually, without going into details, such professionals are called a marketer (marketer). Thus, no matter what the specialist does. In fact, those who are engaged in marketing have a huge number of professions. One thing unites everyone - work in the market and for the market, work in the company, but also for the buyer.

What is a specialist?

So do something: sell, shift papers on the table, write reports, plan work, predict the result, build relationships, contacts with the press, government agencies, stores, representatives wholesale companies, draw advertising layouts, place ads, invent texts and engage in web mastering (website development) - all this diverse work - This special work or the work of a specialist.

Naturally, one person cannot do all the work listed, and many people (managers) work in companies. Each of them performs only a part of the work, and the result of this work is only a part of the overall result of the company's work.

Specialization of a specialist

In the company, all employees are grouped by areas. Traditionally, there are five directions (maybe more or less):

  • sale,
  • production,
  • logistics,
  • marketing,
  • finance.
Each of these areas has its own professions that require their own special knowledge and skills. Each of these areas has its own narrow specialists. Suppose, having a marketing mindset, the seller can be a specialist (possess special knowledge) in retail sales, or it can specialize in selling to state corporations under government contracts. These two specializations require completely different knowledge and experience.

Other marketing-oriented specialists, engaged in the promotion of goods (promotion) may specialize: one - in the promotion of goods through retail outlets, the other - through wholesale sales, using the experience and distribution system of other distribution companies. The hold of the first specialist is not applicable in the work of the second.

Each direction has a head-manager: the head of the department, the head of the group. Above all areas there is another group of managers - management of the general management. They call themselves top management or top management. These are special specialists - specialists in management.

What is a Marketing Specialist?

Marketer is a general and collective concept, meaning both special knowledge and skills in the field of a particular marketing specialization. I highly recommend reading the marginal note on what marketing is.

The marketer can:

  • Engage in sales and apply marketing ideas in your work.
  • He can build the relationship of the company, its products and services with the target audience;
  • May be engaged in the development of new advertising and information materials;
  • He can develop new products.

The main thing is that a marketer is a philosophy and attitude to market activity, a specialist in the science of marketing and a preacher of marketing ideas! Without this marketer does not exist. Take away the attitude, philosophy and empathy and only a specialist and good man, only God forbid let this into the market! Let him sit in the accounting department, turn the screws at the factory, or manage a team of specialists in the office.

What is a manager?

A manager is a specialist in management. This is not a specialist in marketing, in the development of creative layouts or in the specifics of printing. Manager is:

  • managing the creativity of others;
  • generation of meanings (why is this or that necessary) and management of other people-generators of meanings;
  • analytical work;
  • strategizing and planning;
  • managing people and processes...
A manager is a leader, a manager. The manager manages: processes, people, distribution, spending resources and earning money.

Market (marketing) management

Of all the groups in the section "Specialization (above), one is of interest to you and me - marketing: advertising and promotion. All employees of this group are called upon to bring knowledge about the product and about the company itself to the masses - to the market. Employees develop the most necessary products for the market and services, the development of simple and intelligible methods of communication with customers, partners, friends of the company, government officials, etc., with everyone who is interested in the product in one way or another, can affect its fate.

I would not say that this group of managers is the most creative and creative in the company. No less creativity, for example, in the work of sales staff or developers of new products in production. They experience no less drive from the result of their activities, but I will focus on work related to the market - the satisfaction of the needs of people who are willing to pay for this satisfaction.

manager without marketing

So, having learned, a student with a diploma of "manager" in his hands can lead! Can choose for himself one of the directions and specialize in one of the types of management. If a manager, doing a good job of financial planning, manages the production or development process industrial enterprise– he just does his job well and he is not a marketer. Managers without a marketing education perfectly manage the processes that take place within the company, they perfectly work out the management of communication with suppliers and counterparties, but it’s not worth allowing a manager without a marketing education and marketing thinking to buyers, customers, market intermediaries. Is it clear?

About marketing and institute

If marketing is a way of thinking and a philosophy, then it is really impossible to teach how to be a marketer at an institute. More precisely, you can get acquainted with the theory of marketing, you can learn the postulates of marketing, you can get acquainted with the works of marketing gurus ... but that's all. To understand what has been said, I will give an example: studying marketing at the institute is like learning to jump from a springboard, standing on the tiled floor of the pool! It's like learning to ride a bike by listening to lectures or driving circles around the school track! It's like preparing for motherhood by listening to your mom's stories about your feeding, raising and "didn't sleep at night."

Marketing teaches only the market!

Marketing is truly taught only by the one who sold this "damn" unsold product in the morning. The one who has already lost his mind in search of an answer to the question of how to get dealers to put a product on the shelf instead of a competitor's product. Who suffers at night over the design of the packaging of a new product. Professors with degrees in economics will never fill you with the excitement of the market struggle, they will not light the fire of marketing in your eyes, they will not teach you empathy. Only you yourself, only that team and those things that you have to plunge into, are able to develop your marketing thinking!

What do they teach in institutes?

- the process of marketing management - all the same management, but focused on marketing, on the process of managing marketing structures and marketing processes. Here, in order to understand why marketing is needed and how to manage marketing, it is very worth listening to lectures at the institute.

You will not get more systematic knowledge about the THEORY of marketing anywhere, and the practice of marketing without its theory is wandering in the desert and searching for answers to questions, the answers to which have long been found and formulated by the founders of marketing and marketing practitioners. But, and this is important, you can become a marketer in spirit only by plunging into the market with your head!

Marketing professions?

I described in more detail the specializations of marketing managers familiar to me in this note. I would like to add that this is somewhat an exhaustive list. If you are familiar with other management, for example, business card printing management, then this management is as close to marketing as the philosophy of marketing is close to those who are involved in this process.

What to choose: marketing or management?

In fact, the correct choice is worth:

  • between marketing management and
  • non-marketing management.
If in the future you want, for example, to focus on production management(build factories, dams and power plants, manage RAU EU or Gazprom, for example, then the specialty of a manager is for you.

If you want to practice financial management- your path to the profession lies through universities with departments of financial management.

Having received a marketing manager diploma, it is quite possible to become a manager at GAZPROM, although economists or lawyers are more favored there.

If you want to become managers in the field of marketing, then the faculties of management of universities with a strong department of marketing are for you. If you are interested in prospects: developing a new product, implementing creative ideas, managing the development of industrial design, mastering new communications with people, creating new markets - if you are close to the ideas of marketing, then in addition to the specialty of management, you will have to master one of the long list of marketing professions. The Faculty of Marketing will provide all this, but it will only be the beginning. Next, you have to choose and master one of the marketing professions and you will have to become a specialist in one of the areas of marketing, and later, and get in-depth special knowledge, you will have to become a specialist and.

Well, that's all for now. There will be questions, write on the forum of marketers, in the mail. I will always answer, even if not always hour-by-hour with your letter. Good luck.

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Keywords: marketing, management, choice

The profession of a marketer, or a marketing manager, is quite young. But at the same time, it is very promising and dynamically developing. The essence of this profession is to manage the value (exactly as it is perceived by consumers of the product) to increase sales or profits.

Large companies divide the marketing profession into various specializations: analyst, marketing specialist, brand manager, marketing specialist marketing research, marketing director, BTL manager, art manager, product manager, etc.

Story

Marketing is a fairly young specialty. However, this does not prevent it from dynamically and rapidly developing.

At first, marketing was not an independent direction. In most cases, it was interpreted as advertising that is based on the needs of consumers, as opposed to ordinary slogans.

But the rate of development of marketing was so high that in 1902, lectures on marketing began to be given at US universities. About 20 years later (1926) the first marketing association was born. After some time, similar associations began to be created both in Europe and in other countries of the world. Marketing reached the USSR in 1970 - the first marketing chamber appeared. Since that time, such a specialty as a marketer began to actively develop in our country. Due to the fact that the marketing profession is new for our country, the functions continue to vary. And in each company, this position can be interpreted differently, which means that responsibilities can be different. But there are common standards established by the Russian Marketing Association.

Who is a marketer?

Many do not have an accurate idea of ​​who a marketer is and what a marketer does. Responsibilities (basic) give an idea of ​​the profession itself:

  1. Market analysis.
  2. Work with clients.
  3. Analysis of competitors.
  4. Looking for new clients.
  5. Search for new interesting offers.
  6. Finance analysis.

Market analysis

The most important function in marketing. A marketer must constantly monitor any changes in the market and be able to quickly adapt to them.

If, for example, a plant for the production of certain iron products does not quickly respond to market changes (does not replace machines with newer ones, etc.), then it risks losing in competition. This means that the company will lose not only time, but also a lot of money.

Among the specific tools, the main ones can be distinguished: tracking periodicals, consumer surveys, analysis of information from competitors, public opinion, social surveys, etc.

Collecting the necessary data is the responsibility of a marketing analyst. He must also be able to process this data, conduct a thorough analysis, draw conclusions and suggest solutions.

Work with clients

Communication with clients is the direct responsibility of the manager. Only by interacting with consumers will you be able to answer questions such as:

  • Why is he buying this product?
  • Why in your company?
  • Why exactly this product?
  • What suits him?
  • Which Additional services is he interested?
  • What does the client not like?

By finding the answers to these questions, the marketer will discover many secrets about the market, competitors, customer expectations, etc.

A marketer should always know how his company differs from competing ones. But here it is important to pay attention to one feature: what makes you stand out in the eyes of customers, and not in your own eyes. Perhaps this is a complete trifle free wifi in a cafe always increases the flow of customers).

It is necessary to communicate not only with VIP clients, but also with simple, small ones. Your turnover depends on the latter.

Competitor analysis

Communication with clients is, of course, good. But you need to know your competitors even better. The tasks of a marketer include:

  • control for pricing policy competitors;
  • knowing their strengths;
  • knowledge about their additional services;
  • understanding why some clients go to them.

These questions need to be constantly researched. Because the market, as mentioned earlier, is constantly changing.

In a way, keeping track of your competitors is easy these days. Almost all companies have their own blogs with customer reviews, official news on websites, press releases. If necessary, you can use a mystery shopper. All legal means are good.

If the market in which you provide your services is small, then most likely all business leaders know each other. Conferences, seminars, exhibitions - these are the places where everyone often intersects. Sometimes at such events you can learn a lot useful information. The main thing is to try to follow what you say (especially about innovations, large-scale advertising campaigns, rebranding and other cardinal things).

Looking for new clients

The functions of a marketer also include finding new customers. In small companies, this can be done by a marketing assistant. He is engaged in the fact that he is looking for new niches where the product can be used. It can be either a new segment or an entire market.

The task of the marketer is that he must check everything. It often happens that a product that was previously used by one group of customers becomes very popular among another group.

A good marketer is well versed in advertising, knows how to do it. Therefore, periodic performance reviews should be carried out. advertising campaigns. When launching a new product, you should develop different strategies for conducting advertising enterprises. And then find the best based on the research.

Search for new interesting offers

Finding new opportunities is not an easy job. A marketer must always look to the future and improve his customer care.

An example is home delivery of bottled water. Most of the organizations that do this, for some reason, deliver water exclusively to work time. That is, many potential clients simply cannot use the services of the company, because they are at work at this time.

Almost any service area can be improved by adding a range of enhanced customer service options.

A marketer can find, analyze and highlight what will be economically justified and beneficial for the enterprise.

Not all services are directly profitable, but the quality of service and customer loyalty is always improved.

Financial analysis

The last major responsibility of a marketer is to deal with money. A competent marketer is able to calculate the approximate turnover of the company, competitors and the market as a whole. Particular attention should be paid to:

  • Market dynamics, ups and downs. Do your business growth cycles generally coincide with market growth? If not, your company is in trouble.
  • competitor dynamics.
  • Revenue by segment. Perhaps something worth giving up.
  • Revenue/profit per unit of output across segments and markets.
  • How competitors respond to your price manipulations.
  • Do you need VIP clients ( big discounts and high demands).

Financial analytics is not the main task, but it is necessary to spend some time and effort on this process.

Official and functional responsibilities

The main duty of a marketer is to study, analyze supply and demand in the market for goods and services. Then he forms the company's development strategy.

The main goal is to meet the needs of consumers. Therefore, the primary task of the marketer is to study and identify needs. And only after that you can create a product that is most suitable for various characteristics of the buyer.

If you are going to work as a marketer, you need to know the functional responsibilities:

  • tracking prices for the offered goods, analysis of competitiveness;
  • search and subsequent analysis of data on potential competitors;
  • preparation of analytical reports;
  • research of the market (or market segment) for the sale of a certain type of product;
  • analysis of the purchasing power of various regions and population groups;
  • media planning, development of advertising campaigns;
  • development of measures to improve sales efficiency.

Resume writing

Marketing is such a profession that is difficult to teach, because professionalism comes with work experience. IN educational institutions only a theoretical base is offered, which allows one to navigate in the basic concepts. Each marketer must develop independently.

Writing a marketing resume is a time-consuming process. It must be approached with particular care. Experts point to 9 core competencies that a marketer must have. Of course, they may not be fully expressed, but each of them must be improved.

  1. Analytical skills: analysis of sales dynamics and management of this forecast; advertising budget management, investment efficiency calculation; comparison of a number of solutions, choosing the best; setting priorities for projects; search for a causal relationship in the behavior of customers.
  2. Professional Competence. In the resume of a marketer, you can indicate knowledge: about modern marketing techniques; about how you can develop and manage the brand of the company; about techniques and methods of sales; about the basics of economics and finance; about the foundations of sociology and psychology; modern design trends (understanding aesthetics).
  3. Initiative. Ability to independently formulate tasks and understand how business can be improved.
  4. Responsibility, no job can do without it. A marketer must be able to manage the advertising budget and product profitability. Therefore, he must understand that he has a great responsibility.
  5. Perseverance and effectiveness in the actions of a marketer. He must be ambitious in his goals.
  6. Creativity - the creation of new ideas and the search for alternatives to solve a problem.
  7. Quality of communication: competent written and oral speech; effective interpersonal communication; public speaking skills.
  8. Flexibility in work. A marketer must be able to find different approaches, be open to new technologies and views.
  9. Self-development and erudition. In any business, you need to constantly improve. Increasing competence and expanding horizons is what a marketer should constantly do.

Job Responsibilities

Every newcomer wants to reach such a high level that everyone says about him: "He is a first-class, unique marketer!" The responsibilities of each marketing manager are spelled out in their job description. Among others, there is a prediction of the dynamics important indicators for the company, as well as developing recommendations for their improvement.

It is the ability to evaluate and give a correct forecast that distinguishes a professional manager-analyst from a beginner. And if you learn to predict changes in the situation before your competitors, you will become a unique expert. But the path to this goal is very difficult. It is necessary to constantly improve the level of knowledge, while it is best to focus on the latest achievements in statistics and information technology.

Instruction position of a marketer contains all the items related to the progress of the work. This document spells out what the marketer should know and what the marketer is guided by, job duties and functions, rights and responsibilities. It may also indicate that in the event of a vacation or illness, he is replaced by a marketing assistant.

In some cases, it may be prescribed to whom and when the reports of the marketer should be transferred. These reports indicate the results of ongoing research in a particular market segment: figures, graphs, comparative characteristics. As well as forecast and recommendations for further actions.

Who is suitable for this profession

They say about a marketer that it should be a comprehensively developed personality, that is, he should be able to do almost everything.

A good marketer is analytical and likes to work with numbers. Otherwise, he will not stay in this job.

Also, the marketer must be careful. Since even a small inaccuracy can incorrectly reflect all the data. As a result, the concept will line up incorrectly, and the company may suffer serious losses.

Communication is something that a marketer must have. His duties suggest that the marketer communicates a lot with people. After all, he needs to be able to receive data from distributors, from outlets. He must know the level of sales of his products and those of competitors.

Of course, a marketer must be stress-resistant. Endless communication with people and huge responsibility leave a serious imprint. Therefore, you must always be able to control yourself.

Despite the analytical mindset, the marketer must remain creative person and be able to generate ideas. After analyzing the situation on the market, the marketer needs to provide his recommendations on how to further promote the product.

Starting a marketing career, it is worth remembering that this is a long and thorny path. It will require almost all the forces and all the time. At the beginning of your career, most likely you will not earn much. And since it is necessary to constantly develop, time for additional source there will be no income. But if you have everything that is inherent in a good marketer, then after a while you will be able to reach a new level. The main thing is not to stop your development. Marketing is a profession that strives forward every day, covering more and more new spaces.

Everyone has long known such specialties as a marketer or manager. There are a lot of such "professionals" now. Almost every university has specialties in this area. However, not everyone knows what is included in the main responsibilities of a marketer. Today, our task is to explain to you absolutely all the functions of a marketer, his personal qualities and show the job description of this specialty as an example.

Job Responsibilities of a Marketer

A marketer is a rather laborious profession that requires a strategic mindset and no small mental stamina. Let's say right away that if a marketer works in big company, his job responsibilities may differ from those of a marketer working in a medium-sized enterprise. The fact is that in large companies there are special marketing subdivisions, each of which deals with its own tasks. For example, there are marketing departments that deal exclusively with the study of the market price of goods. Next, we will describe everything in order job responsibilities of a marketer both in a large company and in a small enterprise. For each function, we will try to give illustrative examples.

Market analysis

Trends are constantly changing in absolutely any market. And this must be followed. This is one of the main functions of a marketer - to follow the movement of the market. It is worth noting here that the more inert the market, the more difficult it becomes to adapt to it and accept new conditions.

What can happen if you didn't see the general trend of the market and didn't analyze everything correctly? It's simple, the company can easily fly out of the market. It is also worth considering that market analysis must be carried out on time. If it is too late, no analysis will save you.

Example: imagine a huge factory that is engaged in the smelting of iron products. The marketing department analyzed the market and realized that it was urgent to change machines and upgrade production facilities. The fact is that this task cannot be completed so quickly, since it is a very laborious work (it is necessary to remove old machines, put in new ones, train staff how to work with new equipment). For this reason, the analysis of any market must be carried out on time and smoothly.

The main tools of this function of a marketer include: tracking periodicals, analysis of market competitors, social surveys. In fact, there are a lot of tools for this duty.

Cooperation with clients

Yes, the most important thing is not to “work”, but to “cooperate” with clients. You might think that only the manager should have a relationship with customers, but this is not so. The manager must be able to communicate with clients, and the marketer must understand what exactly each client needs. The analysis of each client will open many doors for you.

You need to understand the main difference between your company and competitors. Here it is necessary to have an objective assessment. That is, to understand how you differ from others in the eyes of the client himself, and not what you yourself invented there.

Example: a person can go to the same cafe all the time. Cafe employees may begin to think that a client comes to them because of the friendly staff, delicious food, or something else. In fact, this person just came because of the free wi-fi.

Analysis of the competitive environment

Another primary responsibility of a marketer is to analyze the company's competitors. Of course, you need to communicate with customers, but you need to devote even more time to the competitive environment, since this is your main rival. It is necessary to understand exactly what is the pricing policy of a particular company that works with you in the same segment. Why are they better than you?

There are a lot of tools for analyzing competitors: company press releases, customer reviews about their products, mystery shoppers, news and more.

Finding new ways to attract customers

The responsibility of a marketer in an enterprise is to look for new customers, and the more the better. What does this mean? You can look for new niches where your company can show itself. There are simply no limits in this area.

Do not forget that one of the most effective ways to attract new customers is an advertising campaign. If you are a marketer, then you must understand good advertising and be able to do it. Analyze the effectiveness of advertising campaigns and develop strategies for conducting promotional activities.

Cash analysis

And the last duty of a marketer is to work with cash flows. A really good marketer will be able to calculate the turnover of the company, as well as the turnover of competitors and the market as a whole.

In this case, we want to advise you to always carefully follow the following points:

  • Market dynamics (busts and booms)
  • Growth dynamics of competitors
  • Company profit by different segments
  • Profit per unit of production
  • The response of competitors to your manipulations with product prices

You must clearly understand that your main goal is NOT financial analytics This is the task of other departments. But that doesn't mean you shouldn't use them. The marketer's job is to keep track of the company's successes and failures.

Personal qualities of a marketer

We have already said about the most important duties of the job responsibilities of a marketer. Now we should move on to the personal qualities of a person who can work in this specialty. Perhaps most importantly, a marketer must have a mathematical mindset. Such a person simply must easily use the methods of induction and deduction.

The whole difficulty lies in the fact that a marketer must be able to think, both logically and creatively. Oh yes, this profession implies creative skills, because you will have to come up with new approaches to achieve a particular goal (for example, to conduct a bright advertising campaign).

No one said that this type of profession is very easy work. Just imagine, in one day you may have to come up with creative advertising including all your creativity, and on the same day to make clear calculations on the effectiveness of this idea.

As a result, to become an excellent marketer, you will need knowledge in many areas of different directions. If you are promoting a product, this does not mean at all that you will not need mathematical calculations.

Example job description for a marketer

Below we provide a sample example official duties marketer at one of the companies (We took a sample instruction from one of the large retail chains). And so, a person working as a marketer is obliged to fulfill the following points:

  • The marketer should conduct research on the main factors that may in one way or another affect the dynamics of the consumer dispute on the company's product.
  • Based on research, the marketer should develop a common marketing strategy companies
  • Calculate the budget of the marketing plan and manage the allocated funds.
  • Do a categorization. Identify groups of potential consumers.
  • Assess the prospects of the market in which the company operates. Assess the company's future prospects for entering new markets.
  • Install pricing policy and determine the required range of goods.
  • Make new proposals for the individualization of goods for further transmission of information to manufacturers.
  • Establish various distribution channels. Be able to develop dealer and distribution networks.
  • Organize the collection of information from potential customers about the quality of goods, complaints, suggestions. Come up with ways to eliminate the shortcomings of the product.
  • Develop strategies for all types of promotional activities.
  • Develop client incentive strategies (active and passive measures).
  • Be able to prepare proposals for the design of a new style of the company and products.
  • Summarize the effectiveness of the activities carried out.

Experts' words about the responsibilities of a marketer

Zingfin founder Balaji Vishwanathan on marketers:

A marketer is that person who answers the questions “who is the client?”, “What does he want?”. A marketer develops a pricing policy, and creates a so-called "bridge to the client."

The companies have never sold services or products. They always sell profit. The main responsibility of the marketer will be to determine the difference between the sale of the product and the benefits that the consumer can receive with the help of it.

Another main function of a marketer is the ability to distinguish a company's product from the crowd. And in order to make your product stand out from the rest, you need to make the buying process convenient, sell at the right time, and work on the product so that it differs from all competitors.

And the last thing worth mentioning is branding. This is the marketer's most powerful weapon. Agree, as soon as you hear the phrase “Just Do it”, you immediately remember high-quality sportswear and Nike. This is a tool that directly connects the product with the consumer.

The most obvious example, perhaps, would be the eternal rivalry between Pepsi and Coca-Cola. Companies sell sugary sodas that are very similar to each other. As a result, each company makes a profit through the development of a brand management strategy.

Bernd Harzog on Qoura about marketing goals

About 99 percent of the people who claim to understand marketing have little to no understanding of it. Each of them is well aware that the main task of marketing is to bring to a common denominator the benefits provided by the company's product or service. At the same time, each of these people misses a few very important things.

  • Customers who buy a company's product now may NOT buy it in the future.
  • Not the fact that in the future the company will solve the same problem as now.
  • There are no such products that could overnight adapt to the changing tastes of the audience.
  • It is necessary to be able to focus in time both on current tasks and on future prospects.
  • The task of a marketer is to simultaneously support products, study market conditions and plan strategic development.

The most important thing for beginner marketers is to be able to communicate with customers and understand what they want. After all, the profit growth of the company in which you work depends on them.

  • In no case do not gently prove to the management that your position occupies a very important position in the company. Show your abilities in practice.
  • It is very common for many new marketers to complain that the sales manager's opinion is more important than his opinion.

Probably the most common mistake new marketers make is trying to change something. About 90 percent of newly minted marketers, when they come to work in a company, immediately want to improve something, do a strategy, while management bombards them with simple tactical tasks that, according to the marketer himself, he is not supposed to do.

This is wrong thinking. It seems that before your arrival the company was simply falling apart, and you came here and know how to save it. This is wrong. A company is a system that could have worked perfectly for many years before you. It is necessary to soberly assess the situation, and not simply rush into a working adventure that can only lead to bad consequences.

If you do not see what you expected, this does not mean at all that the company's management is incompetent in your work. You are far from the best versed in the life of the company here. A lot of people have worked here before you. Let's say you have found some element in the company that definitely needs to be fixed. Now think about it, do you really think that only you noticed this error? Maybe in fact, this element is made incorrectly on purpose.

Despite all this, a marketer who is well aware of his responsibilities can definitely come in handy for a company. The main thing at the initial stages is not to climb ahead of everyone. It is necessary to carefully analyze everything and become part of the company in order to perfectly understand how it lives and breathes.

What are the responsibilities of a marketer?

3.8 (76.67%) 12 votes

Searching for an Internet marketer and head of digital (digital marketing) is a headache for many companies. Where to look for such professionals? How to evaluate their skills? Answering these questions is difficult even when hiring employees of a narrower profile - contextual advertising specialists, SEO optimizers, email marketers or web developers.

Problem confirms Technical Director"Complete" Mikhail Fedorov:

“Let’s say you need to find an SEO specialist. Search options: contact the recruitment service, in recruitment agency or search on your own. The search method is the placement of a vacancy, and its description will most likely be taken from the text of another vacancy or a new one will be created by compilation. However, neither you, nor the HR manager, nor the agency will select a qualified person, because no one knows how to evaluate such a specialist. At the interview, HR will ask: “Do you know search engine algorithms?” What can an honest applicant say to that? If he knew, he would have vacationed in the Bahamas, and not gone to interviews. While HR listens to 10 such candidates and schedules an interview with the customer, the best of them will go to another employer. As a result, a company that does not know the criteria for evaluating a specialist will choose someone who sold himself well, also at exorbitant prices, but not someone who has the necessary knowledge and can really help. But you have a "guarantee" of the result. If a person leaves in a month or turns out to be professionally unsuitable, then HR will find a similar “specialist” and fill an empty table with a monitor in your office with them. What to say about specialists after that general profile…»

The problem of the personnel market: there are many specialists in Internet marketing, but general practitioners are rare

An Internet marketer and a digital leader must understand the technical side of projects, be proficient in several marketing tools (manually work with them and configure them), and be able to manage a team. But in the labor market, 2 types of applicants for these vacancies are most often found:

  1. One Tool Specialists who are trying to become Internet marketers (SEOs, context specialists, web developers, designers, etc.).
  2. Managers from areas related to Internet marketing(sales, classic marketing, brand management) who are trying to become digital directors.

Separately, I want to note a case that is much less common and often clinical: a specialist of one tool aims immediately at a digital director (jumping steps). Wasting time on such a candidate is not recommended. If suddenly a person is ready to learn, then the plan can be proposed as follows: after 2-3 years of hard practice, he will be able to grow to a digital marketer and after the same period to a digital director, subject to team management practice.

Career path of an Internet marketing specialist to a digital director

To become a qualified Internet marketer and digital director, you need to gain practical work experience, which cannot be replaced by specialized training in courses.

To grow into an Internet marketer, a specialist must be proficient in one or two tools and be able to manage two or four specialists, freelancers or contractors. The head of a department or digital direction grows from an Internet marketer who manages a department of seven to ten people and / or a range of contractors.

Please note that a single tool specialist is not an Internet marketer. He can be a talented and thoughtful professional who knows everything about contextual advertising, or SEO, or layout, or website development, or design. But without knowledge of all the tools (at least superficial), an employee cannot perform the functions of a digital marketer.

Only an Internet marketer with at least two to three years of experience can become the head of a digital department or direction. A brand manager or marketer who has completed several online marketing courses will not be able to cope with the duties of a digital manager. Unfortunately, even courses designed to train such leaders will not provide the necessary experience. It can only be purchased while working on projects.

“In my opinion, only a general who himself was a soldier can lead a team. I know what goes on in a specialist's head: when he needs success, and when he can point out weaknesses. I can explain in a minute how to do what needs to be done.

Artemy Lebedev, Harvard Business Review

Real life example: amateur vs professional

How to understand the difference between a professional leader or marketer and a non-professional? Notice how they strategize and set goals for the team.

Here's what you can hear from amateur:

“It is important for us to get more organic traffic. I looked at the competitors - it turned out that traffic can grow 6 times. SEOs, hey! Come here. We need to achieve the same, it will increase sales. Work, show me the results."

Compare with comment competent head of digital-department or Internet marketer:

“We need to understand the direction of development, so I:

Analyzed the downloads of contextual advertising and web analytics on the site;
- looked at conversions and sales;
- identified priority audience segments and regions;
- analyzed the traffic of competitors;
- uploaded data from financial system companies and compared online sales with offline sales.

The action plan will be:

  1. We create subdomains, unique phone numbers and addresses for regions;
  2. Cluster search queries as follows:
  • geo-dependent/geo-independent;
  • commercial/non-commercial.
  1. So that search queries do not interfere with each other to move forward, we arrange them according to the structure:
  • blog;
  • forum;
  • independent content site.
  1. We check the uniqueness of content on all sites. It can be done:
  • manually;
  • using a generator-synonymizer;
  • through crowdsourcing copywriting.
  1. Add a site to Yandex.Directory, Google My Business, set up regionality in Yandex.Webmaster and place it in profile directories;
  2. We are starting to use the sites of partners and dealers to attract traffic. For this you need:
  • prescribe requirements for sites;
  • bring them into harmony.
  1. We set up cross-domain analytics on all sites to see organic traffic in a single Google Analytics panel;
  2. We pull up key queries from Yandex.Metrica to Google Analytics so that all clicks on keywords and was not displayed (not set).

We build the report like this:

  1. Positions by query clusters;
  2. Organic traffic by region;
  3. Sales from this traffic by product matrix.

The difference in approaches is obvious. If the business owner sets a goal in the format “Give us sales per million”, then the team expects a step-by-step strategy from the manager: what needs to be done in order to get sales per million, and how to measure them. Therefore, in the field of Internet advertising and marketing, the manager must understand the processes at the technical and operational level.

“The end-to-end marketing line comes from the owner. If the first person does not understand the demand, the company is a skiff and there is no point in working further. ”

Of course, the head of the digital department or the Internet marketer may not know exactly how to perform absolutely all the steps listed above. But they must be guided in the processes by enough high level, to:

- create step by step plan action
- Discuss it with the team
- help colleagues with technical issues
- control the implementation of the project
– get a controlled and measurable result

If the digital marketing director engages one or more agencies or contractors, assigns them common goals and communicates in the form of monthly reports and conversations such as “good / bad SEO positions”, “good / bad engagement”, “high / low ROI”, such a manager can be replaced by a Telegram bot or a regular parrot.

How to find an internet marketer?

The Internet Marketer You Need

— This is a specialist in a group of tools, which necessarily include web analytics
- He can find specialists in any marketing tools, organize their work and get a predictable result
— Able to manage a team of up to 5 people (in the office or remotely).

Search time

Approximately 1-1.5 months from the date of publication of the vacancy.

Where to look

— HH.ru (a cool job description is a prerequisite)
— Facebook (paid posts and targeting)

Salary

From 70,000 to 100,000 rubles per month (according to our experience and on average in Moscow). Less than 70,000 are the salaries of specialists. More than 100,000 is a growth for an Internet marketer by KPI or a transition to the position of head of the digital / Internet department.

Basic requirements

- Website development experience. Theory, conducting a project to develop a site in a team, experience in creating a site from scratch.
— Knowledge of the principles of search engine optimization and the ability to work with contextual advertising. It is the base on which most internet marketing strategies are built.
— Ability to work with video advertising, e-mail marketing, media advertising and retargeting.
- Deep knowledge of web analytics. Knowledge of Google Analytics: planning analytics and performance metrics, uploading and processing data, making business decisions based on web analytics.
- Knowledge of traditional marketing marketing analysis, the basics of building business and economics.
— Ability to analyze competitors: from the point of view of both business aspects and Internet marketing.
— Web programming at a basic level (knowledge of HTML, JS, CSS, PHP).
- Knowledge of design and usability, at least at the level of "Guidance". The candidate must keep up with the latest in the development of sites, landing pages and interfaces.
- broad outlook professional area: keep track of new developments in the field of advertising services, analytics and related tools.
— Ability to communicate with people, make presentations and defend all your ideas together with account managers.

Will be a plus for the candidate

— No stupor at the mention of the concepts of "CRM", "telephone analytics", "personalized multi-channel web analytics".
— Experience in developing an Internet marketing strategy and detailed control of its implementation in a team of marketers, telephonists, CRM integrators, SEO specialists, copywriters, layout designers, programmers, designers.
- Advanced knowledge of Excel.
— Knowledge of mathematics at the level of a liberal arts university.
- Knowledge of economics, statistics.
— Experience on the side of both the client and the agency.

We have collected the minimum number of topics that a marketer should know in an interview:

— ability to work with Excel, Google Docs;
— ability to work with databases at the level of the query language;
— ability to program (in any language);
— ;
- development of a landing page from scratch;
- setting up web analytics based on Google Analytics;
— development of an intranet system;
— participation in projects where there was a bunch of web analytics by user_id with systems;
— search marketing (organic search);
— commodity aggregators like Yandex.Market;
- partnership programs;
— Google advertising network;
— Yandex Display Network;
— classic media purchases;
- programmatic (via RTB);
— ;
— content and advertising in social media;
— email marketing;
— CPA networks;
— retargeting/remarketing;
- video advertising;
- promotion mobile applications;
– certificates, courses and seminars related to the vacancy;
- titles and authors of the last five books read related to the vacancy;
- the number of projects / clients that the candidate led in parallel;
— the average size the budget with which the candidate worked;
- experience of personal meetings with clients, presentations;
— links to presentations or reports prepared by the candidate;
— recommendations from management or clients;
— best project, its results and problems.

Sample Questions

Ask the candidate to solve the case. Abstract questions like: “Tell me, have you worked with this tool? What results have been achieved? is a road to nowhere.

We have selected several questions on the topics listed above, with which you can assess the qualifications of applicants.

    1. Questions on one instrument (with a technological bias)

- you start media advertising in the Google Display Network. How do you get people who see your banners online but don't click on them to be counted as conversions on your site in Google Analytics like those who saw the banner?
— A plant in Moscow produces chairs, but does not sell them. Sales are carried out by dealers throughout Russia. The plant has a business card website. How to attract maximum amount search traffic from all regions to sell chairs from this manufacturer?

  1. Trick question - intelligence test

— There are two ads in Yandex.Direct. One has a conversion of 0.5%, and the other has 0.9%. What questions do you have after hearing the problem?

  1. General marketing knowledge question

— How to increase the effectiveness of an ad in contextual advertising, regardless of systems? Describe the plan point by point. What factors affect this?

  1. Complex questions on knowledge of several tools

— We are planning internet marketing for a company with a long sales cycle. The attraction goes through the Internet. After some time, we segmented messages by industry and decided to show customers thematic ads - products from their industry. How to do it? List all available ways.

— There is a website with Yandex.Direct and Google Analytics. How to set up a report to ROI only in the Google Analytics interface?

  1. General strategic questions about marketing and knowledge of bundles of tools

You have been tasked with selling a product online and have set a sales plan. You foresee that there will be problems with demand (there is not enough of it). Answer the following questions:

  • How to check if there will be demand problems?
  • How to understand that the amount of demand that you saw is enough to fulfill the sales plan through the Internet?
  • What would you recommend to a client in such a situation? Sketch an express strategy.

This is only a rough list of tasks for the interview; each company develops cases for its needs. For example, we created about 25 questions that we always ask applicants for the position of an Internet marketer.

Important Points

— Certificates — necessary condition but not an indicator of qualification. If a person received the minimum required package certificates (Yandex.Direct, Google.AdWords, Google Analytics IQ) is a plus. But answering test questions and solving real cases are two different things. We regularly conduct interviews with certified professionals, and often they cannot answer practical matters.

- Find out what tools an Internet marketer knows best. Ask questions about them, make tasks for knowing all the nuances.

— Your own online store is a serious plus for an online marketer. It is worth communicating with such specialists as a priority.

— Telephone interview allows you to save time on face-to-face meetings. Select candidates that match your resume and ask a few questions from the ones listed above. Usually, 60% of applicants are eliminated on the second or third question. Based on the results of all questions, out of the remaining 40%, 3-5 people can be called for an interview (sample: 200 responses to a vacancy posted on the hh.ru website).

- Summary - a great delusion. Resumes are good to use for the primary filter: weed out non-core specialists, candidates with insufficient experience. The remaining applicants for the vacancy should be interviewed on the issues listed above, without attaching importance to the resume.

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How to find a digital leader

The digital leader you need

— Former Internet marketer with good self-organization and developed systems thinking.
- A manager who can manage internet marketers.
- Possesses the main value of the profession - work experience, which has turned into the ability to think strategically.
– A practitioner who not only performs managerial functions, but also knows the entire production process.
- Ready to delegate some of their operational functions, but enjoys working in one or two aspects of Internet marketing.
- Can create a detailed internet marketing strategy.

Search time

Approximately 2-3 months from the date of publication of the vacancy. Our record is 5 months.

Where to look

- Grow within the company (priority, but not always possible variant).
- Recruit from other companies (need to keep a close eye on the industry).
— Facebook (paid posts and targeting. You will have to search long and hard).
- HH.ru (you will have to search long and hard, extending the vacancy every month).

Salary

From 120,000 rubles per month (according to our experience and on average in Moscow). Everything that is more than 100,000 rubles (at least 30% of this part) should be charged according to KPI.

Basic requirements

- Possession of at least one Internet marketing tool for five plus. It can be anything: web analytics, development, contextual advertising, RTB.
— Experience in managing a team of seven to ten specialists (the minimum required set): Internet marketer, SEO specialist, coder, programmer, web analyst, web designer, IP telephony specialist, 1C specialist.
- Experience. The path covered in 5-6 years from a specialist to an Internet marketer, and then to a manager.
- Ability to manage projects and teams with full understanding technological process(how everything works) and the ability to practice project management by terms and risks (assessment by hours, deadlines, results, risks of non-fulfillment).
— Desire to test new tools and mechanics. A professional digital manager is ready to spend at least 4-6 hours a week on this.

What to talk about in an interview

When interviewing a digital manager, applied tasks on tools need to be combined with questions about project and people management. Thus, each question consists of three parts: tools, management, results. Also, don't forget to ask for recommendations.

Sample Questions

We have outlined the questions that you can ask the future director of online marketing. But each company can (and should) tailor them for a specific candidate.

  1. The summary says that you built end-to-end analytics before sales.

— Tell us about your team. What specialists worked in it? What tasks did you perform at the application layer?
— How long did you create the system?
— What CRM did you choose and why?
— What telephony system did you choose and why?
— What web analytics system did you choose and why?
- How was the docking with the warehouse?
— Name at least 5 technical problems that you solved during the integration process.
— How did you manage to motivate the sales department to work with such a system?
- Is the system working? How can I check it?

  1. You write that you have tripled your online sales.

How were sales measured? How did you track them?
What tools and channels did you use?
- What specialists worked to increase sales?
- How did you calculate that sales increased exactly 3 times? Have you already set up analytics before you?
— What are your functions on the project? What tools did you use exactly?
Who can I call and check it out?

  1. Experience in contextual advertising.

— How did you cluster requests, how many were there, what services did you use?
- how to automate contextual advertising— services, scripts, something else?
How was performance measured before sales? What systems are integrated?
— What strategies were used in the context at the top level?
— How did you work with competitive requests?
Did you use context for content marketing?
— What have you achieved for business with the help of context?

  1. Search marketing and SEO.

— What was your SEO strategy: regions, queries, snippets, texts, internal optimization? How did you get external links?
- What results did you get in terms of organic traffic and sales from it, the growth of query clusters?
What mechanics have you come up with for SEO?

  1. Development.

- you created personal accounts, closed areas of the site, Internet services? Why, for whom?
Have you developed websites or landing pages from scratch? How much development did you pass through yourself - in hours and specific projects?
How did you manage development? What methods and programs did you use? What reports did the experts have? How did you change the work plan if deadlines were missed or risks were triggered?
— How did you detail the tasks, what methods did you use? Were you included in the timing forecast?
— How did you work with freelancers and outsourcers?

Important Points

- Carefully study work experience. If there is nothing about internet tools, web analytics, internet strategy, managing a team of internet specialists, don't waste your time on this candidate. The core experience of managing an Internet team should be at least 4 years, and preferably 6 years.

You don't need a classic marketer. It can be calculated from phrases and words in the resume (when there is nothing else besides these skills): leadership marketing activities, BTL, booklets, packaging, strategies, form style, sales funnel analysis, reporting verification, analysis of the structure and level of demand fluctuations (ABC, XYZ and combined analyses), portfolio analysis, strategic and operational product analysis, SWOT analysis, competitive analysis, segmentation and positioning, consumer potential analysis, surveys. Such a candidate can be an excellent manager and a classic marketer, but not a digital director.

- When evaluating managerial experience, do not take into account work with contractors (agencies). It is important. Working with agencies does not count towards the experience of a digital director: in fact, such interaction only reduces qualifications. And it is raised by its own team, which needs to be managed (yes, agencies can work in parallel - this is not a problem). Therefore, always clarify whether the candidate did everything indicated in the resume himself with the team or, as they like to say, "managed agencies."

— Work with those who like to test new tools and mechanics. You should not continue the interview if the applicant answers questions about tools, channels and mechanics: “So I’m a leader, and these are the tasks of specialists, I will manage and give tasks, and they are the result for me.” A good digital director always wants to learn new tools and mechanics, even if there is not enough time for this. This separates the professional from just another "general manager."

An Internet marketer and a digital manager must not only be found, but also retained

Get in the state a good specialist is a difficult task, especially on the client side. If a marketing agency clearly understands what criteria to evaluate candidates and how to grow a professional, then this can be problematic for the client.

For example, in order for an employee to perform the functions of a digital director, at least seven to ten people must work in the marketing department. The leader gradually builds a mini-agency within the company and manages it. In Russia, there are few such cases, usually the marketing department here consists of two or three specialists and the opportunities for growth in it are limited.

The Internet marketer and digital director are general professionals who have gained serious work experience, are well versed in all processes and want to constantly grow and learn. Consider these facts to find and attract truly qualified people to your project.

If you plan to build work with agencies (which is often much better than many years of hard building a department inside), check the candidates against the checklist. This way you will immediately recognize a quality agency, filtering out streaming, mass options.

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