你对营销团队的管理是“粗放”还是“精细”（下）

你对营销团队的管理到底是“粗放”还是“精细”（下）

Whether you adopt “extensive” management or “delicacy”managementfor your marketing team

营销人员选择的精细化

对于人才我们经常提到选、用、育、留。首先是选，人员甄选必须遵循适用的原则，我们的产品、市场、客户、企业、团队需要什么样的人，用什么方法进行有效选择。人才市场上人很多，但要找到真正适用的人，并不容易。那究竟什么样的人才更适合农牧企业营销的大环境还能发挥核心价值呢？有3项关键内容供大家参考：

For talents, we often mention selection, utilization, development and retention. The first one is selection. Talent selection must comply with applicable principles, specifically what kind of talent we need in terms of product, market, customer, enterprise and team and how we select them in an effective manner. There are many talents in the market, but it is not easy to identify those who are really applicable. What kinds of talents are more suitable for the overall environment of agricultural and farming marketing and can give play to their core value? There are three key contents for your reference: 

1

意愿第一：在各农牧类大专院校培育及选拔愿意从事农牧行业的大学生高素质人才梯队，定向培养并签订长久劳务协议或合同，以有效捆绑人才，降低流失率；这需要时间和投入成本，但是效果显著。如今年牧原集团一次性招聘大学生2000余人。

Willingness comes first: we develop and select college students who are willing to be engaged in the agriculture and farming industry in various kinds of agricultural and farming colleges to form their high-quality talent echelon, and directionally foster them and sign a long-term employment agreement or contract with them to effectively bind them and reduce the attrition rate; though it needs time and investment, it produces significant effectiveness. For instance, this year, Muyuan Group recruited more 2000 college graduates in one time. 

2

注重专业：由于农牧行业有着它独特的行业特点，因此专业化（如畜牧兽医）人才是相当紧俏的，但是在农牧行业也有一句最大众的语言：好兽医不一定就是好业务。因此专业技术类人员的引进必须找到适合的岗位，发挥更大的效能。很多企业的猪场技术服务团队，为企业开发了很多大型猪场及客户，驻场服务显得尤为重要，技术服务型人才的引进是企业接下来的重点。

Focus on specialty: since agriculture and farming industry has its own industrial characteristics, professional talents (for instance, husbandry and veterinary) are in high demand. However, there is a popular saying in the agriculture and farming industry: a good veterinarian does not mean a good business. Professional talents as imported must find their suitable jobs to better give play to their efficacy. Many enterprises have their pig farm service teams develop a lot of large pig farms and customers for their enterprises, so resident service is of great importance and the introduction of technical service talents will be the next focus of the enterprise.

3

跨行引进：农牧行业的营销与其他行业虽然在产品、市场等维度有着明显的区别，但是也有它的共性，因此跨行业人才引进是一条重要途径，如快消品行业或终端零售行业，这些行业的营销管理更加精细化，甚至有些从业人员除了常规的营销工作以外，还接受过一般财务、法律、人事管理等相关系统培训，新鲜的血液对于农牧行业来说是融合及借鉴的最好方式。

Cross-sector introduction: marketing in the agriculture and farming industry is different from other industries in terms of such dimensions as product and market. However, it has something common with other industries. Cross-industry talent introduction is an important approach for such sectors as fast consumer goods or end retailing sector, which has more delicacy marketing management. Even some professionals have also received related system trainings including general finance, legal and staff management in addition to regular marketing. New blood is the best method for incorporation and learning for agriculture and farming industry. 

营销人员状态管理的精细化

营销人员的工作环境和工作特点决定了营销人员的工作状态起伏较大，营销团队的管理需要强化人性化的管理艺术，时刻把握营销人员主观意愿上的动态变化，及时给予沟通和激励，从而保证营销人员在有限的工作时间里能够十二分的投入。

Working environment and working characteristics of marketers decide great variation of working state of marketers and the management of the marketer team needs enhance humanistic management art and always control thedynamic variation of subjective willingness of marketers while offering timely communication and encourage, thus ensuring marketers can fully devote themselves to the work in the limited time. 

1

关心生活：营销团队中的大多数人在35岁以下，生活阅历相对有限，所以恋爱、家庭中的一些事情对其精力牵绊与影响很大，管理人员要主动关心他们，及时排忧解难，帮助他们从焦虑的情绪中解脱出来。

Caring for the life: the marketing team mainly consists of members of less than 35 years old with relatively limited life experience, who are greatly affected by relationship and family affairs. So managers should care for them, eliminate their worries and difficulties, and help them get rid of their anxious emotions. 

2

市场配置：在我们的营销团队中一般会把业务人员分为两种工作地域，一种是本地化业务员，就在家的附近工作，他们相对更了解市场，但是很难区别工作与生活之间的关系；第二种是异地业务人员，工作与家庭生活完全区分，投入市场及工作的程度较高，但是流失情况较突出。因此很多农牧企业会选择本省业务人员，工作区域和家乡距离相对适中，同时又不至出现业务人员经常把生活与工作纠缠一起的现象。

Market configuration: in our marketing team, we generally divide marketers into two types by working place. One type is local marketers who work near their workplace, know the market better, but fail to distinguish the relationship between their work and their lives; the other is non-local marketers who can distinguish their work and their lives and are more devoted to the market and work, but have higher attrition rate. Therefore, many agricultural and farming enterprises would choose marketers of their own province since they work the place which has an appropriate distance from their hometown and will not meddletheir lives with their work. 

3

强化竞争：面对市场的竞争加剧，业务人员的市场选择性意愿也格外突出。有很多业务人员对陌生市场开发有着很强的排斥及不接受情绪，就喜欢守成市场不喜欢开发新区域。原因有两个：一是怕投入得不到相应的回报；二是意志消沉，吃老本的心态作祟。所以必须要强化内部竞争PK机制，市场时刻都是竞争的状态，业务精英之间的竞争要每天在上演。每个月的营销冠军、每个季度的营销冠军、每年的年度营销冠军，除了授予丰厚的奖金外，还要有特别的荣誉。同步以末位淘汰制度，对那些确实后进，不思进取的人坚决、毫不留情的进行清除，让营销团队的精力及斗志保持时刻旺盛。制定增量标准及考核标准，如果完成标准就算末位也可不被淘汰，从而确保全员竞争力及战斗力持续提高。

Strengthened competition: Face with fiercer market competition, marketers show outstanding willingness of market selection. Many marketers show strong sense of rejection against the development of strange market and like to retain existing market rather than develop new markets. There are two reasons: one is that they are concerned about getting appropriate return for their investment; the other is their depressed mind and resting on past achievements. It is necessary to strengthen internal competition PK mechanism since competition always exists in the market,and so does competition among elite marketers. Monthly, quarterly and annual marketing champions will be given special honors in addition a lot of bonus. In the meantime, the elimination system is adopted for those who are backward and shiftless in a determinant manner to always keep the marketing team vigorous. The increment and evaluation criteria are established, according to which any member who takes the last place but accomplishes the criteria will not be eliminated, to keep improving the competitiveness combat effectiveness of all members

营销团队过程控制的精细化

营销业绩的管理应当遵循以目标为导向的过程控制，营销管理中的过程化控制应该通过把握营销的内在规律，利用一些相应的表格管理工具和业务操作工具来提高营销成功的必然性，从而保证整体营销目标的可达成。

The management of marketing results should follow the target-oriented process control and the process-based control during marketing management should improve the necessity of marketing success through inherent rules of marketing and utilizing some appropriate table management tools and business operation tools, thus ensuring the achievability of overall marketing target. 

1

运用工具：很多业务人员都是说得多，做得少。不是因为不愿意做，确实没有好的工具来匹配他们做。因此表格化，数据化是营销工作精益化管理的基础。

Utilizing various tools: Many marketers say more but do less.It is not because they are not willing to do but because they don’t have good tools to use. Tabulation and data are the basis for delicacy management of marketing. 

2

突显调研：营销当中每个环节都很重要，都不能缺失，可是很多业务人员看中的是最后签单环节，忽略了详细的市场调研及客户背景分析，导致开发客户容易，留住客户难。因此详细的客户调研资料需要采集和整理，管理者协助分析，再进行有针对性的开发及维护，做到有的放矢。

Highlighting the survey: every section of marketing is of great importance and cannot be missed. However, many marketers focus on the last signatory section but ignore detailed market survey and customer background analysis, which makes easy to develop customers but difficult to retain them. Detailed customer survey data needs to be collected and compiled, analyzed with the assistance of the manager, and developed and maintained specifically, to shoot the arrow at the target.

3

重视方案：一商一案、一场一案、一企一案，对于营销人员有针对性的具体分析客户、开发客户是非常好、非常实用的系统营销工具。

Emphasizing the schemes: one scheme for one business, one scheme for one site, and one scheme for one enterprise. Analyzing and developing customers for marketers is a very good and practical system marketing tool.

营销团队绩效考核的精细化

必须明确认定营销人员的职责，营销人员的任务并不是仅指营销业绩，我们看看还有那些是我们没有考虑到的：

It is necessary to clearly determine the responsibility of marketers since their mission is not only marketing result but also what we have not considered. 

1

动作优先：优秀的企业会把营销人员的动作看的比业绩还重要，例如：每天要做那些事？每个月要做那些事？而不是每天、每月卖出多少销量。

Prioritized action: An excellent enterprise may consider marketers’ actions more important than their results, i.e. things to be done every day or every month, rather than daily or monthly sales volume. 

2

目标合理：业务人员的压力一旦超负荷，就会得过且过，放任自流。帮助业务人员减压，设定合理的目标是绩效管理精细化的一项关键内容。

Reasonable target: Marketers may drift along once they are overloaded. Helping marketers reduce the pressure and setting reasonable target is one key element for delicacy performance management. 

3

知晓一线：作为团队的管理者要充分了解一线的具体情况，做到了如指掌，否则很难判断业务人员反馈的市场信息是否准确。因此团队的管理者经常到一线了解市场的具体情况应该变为常态化。

Knowing the frontline: as the team manager, it is necessary to know the frontline sufficiently. Otherwise, it is hard to determine whether market information fed back by marketers is accurate. Therefore, the team manager should make it a normal to visit the frontline and understand the market.