Sales And Marketing Manager

1) Market Research

This should be conducted with the aim of constantly updating and feeding into the overall sales and marketing strategy, setting milestones, criteria for success, and evaluating progress. Primarily, research includes investigating prospective client needs, locating underserved market segments, and monitoring industry trends. It also includes keeping track of competitors and their products, services, reach, and pricing.

This research, in addition, will help you stay current in the industry as you establish an online and in-person presence (attending conferences, panels, workshops, keeping track of publications, and maintaining personal and professional networks).

2) Proactive Reach out

Based on your market research and conversation with the Board, you will proactively contact potential and inactive contacts through emails and other forms of messaging and calls, requesting introductory and follow-up meetings. The goal of all reach out efforts is to raise awareness amongst potentially interested parties, and to “convert” those already aware of the company’s services into loyal clients.

Proactive reach out starts from studying our client relations and leveraging our current operational contact with clients to plan out a strategy for a long-term sales operation. With the help of the Communications Officer, you will work on the company’s expansive database and list of contacts (see above) to reconnect and build long-term partnerships with our inactive or potential contacts, from current clients who regularly use our services, to seasonal or old clients with infrequent or unclear needs, to high-potential clients with little to no information about the solutions we offer.

3) Strategic Planning

Working with the Board to set the reach-out strategy for DocStream, you are expected to gather, summarize, and synthesize your market research data and analyses, as well as your regular check-ins and most recent contact with clients, into draft reports and updates feeding into live strategy documents. This involves identifying target niches and clients, selecting both passive and active marketing tools to reach them, and setting short- and long-term goals for DocStream.

4) Marketing Campaigns

For less reachable clients and leads, you will determine which types of marketing/advertising techniques are more effective, and plan campaigns around them (newsletters, social media campaigns, paid advertisements, etc...).

Marketing includes designing, launching, and overseeing such campaigns: both general and targeted. It requires tracking their effectiveness and reporting findings to the Board. Marketing campaigns should have a clear target audience and portray the strength of DocStream beyond simple translation services: focusing that while we provide that, we also provide exclusive editorial services.

While focusing on the brand, it is important to remember that the most immediate and important task of your role is to grow revenue and close new deals. Marketing efforts are expected to make a contribution to both long-term growth and short-term sales.

5) Monitoring Success and Setbacks

You will be responsible for elaborating and using data collection techniques to measure the success of your operations. In close coordination with the Board and the Managing Director, you will set and measure metrics like market penetration, year-over-year growth, customer lifetime value, conversion rate, cost of sale win rate, engagement rates, customer acquisition cost, retention rate, return on investment, and others.

Metrics should be realistically designed, and constantly updated, helping the team determine their most effective strategies and techniques, and modify less effective ones.

The role of the Marketing and Sales Manager is to set up data collection and analysis tools enabling the board to draw actionable insights from key metrics. Those metrics should be summarized in concise and adequate reports and presented on a monthly basis to the Board.