Resignation report of the marketing director

In a blink of an eye, I have been in the company for more than three months.

Looking back more than three months, it is really hard to say. There are both achievements and shortcomings, but there is still a lot of helplessness and sadness.

Perhaps many of the following words are sharper and more direct. There may be a lot of immature places, and there may be many places that are not considered. After all, the time to go to the company is not long. But my purpose is only one, that is: I hope that the development of the company will benefit the development of the company. I hope that the company will go more steadily tomorrow, go healthier and go further.

This is enough.

What is the revolution for?
What is the purpose of the revolution?

From the perspective of history and practice, the revolution is no stranger to two purposes, one is overthrowing; the second is improvement.

What is the purpose of the company to recruit me? I have been asking myself this question since the first day I entered the company. This problem may have been seriously considered by the company and I. But this is the fundamental point why the company invited me to come, and it is also the fundamental point why I came to the company. Just because there is no clear consideration, so today, there are some problems that are not necessary.

Finally, until now, the company and I, although not honestly communicated, but everyone knows each other: the company did not need a marketing director; the company may need one regional manager after another, one after another can break the market The regional manager who came back to life.

Hong Xiuquan, because he did not know what the purpose of the revolution was, the Taiping Heavenly Kingdom failed;

Sun Yat-sen also failed because he did not know what the purpose of the revolution was.

Only Mao Zedong clearly knows that the purpose of the revolution is to beat the local tyrants to divide the fields, overthrow the old society, and establish a new society. Therefore, leading a group of brothers, after several years of arduous wars, finally achieved the goal of revolution.

And what about us?

What does the marketing director do?

Although the problem is very simple, we have not carefully communicated and discussed each other.

As far as I am concerned, the marketing director has nothing to do with three things.

The first is to establish, standardize and strengthen the marketing management system. The function focuses on standardizing sales management and brand building, but it is often based on the premise of sacrificing short-term performance and focusing on sustainable and healthy development. If the company has not surpassed the basics of survival, then it is not necessary to hire a marketing director. This marketing director is really called the marketing director.

The second is to consolidate and enhance sales performance. The function focuses on market development and sales performance, but it is often at the expense of and overdraft market, engaging in predatory development, and performance pressure competition with the boss, especially in China. In a corporate environment. This marketing director should be called the sales director, because he carries two indicators on his back: sales and return. If our company still needs a marketing director, it just needs such a marketing director.


The third is to build brand and public relations planning, the function focuses on brand pull and public relations open, but it is often coming quickly and quickly. "Each leader is three or five years old, and you sing me to stage." This kind of marketing director should be the marketing director. According to the strong brand pull and public relations news planning, the market will be bombarded in a short period of time. After the market is up, can you keep it, you can see the enterprise's creation, the sales system can Whether it is supported or not is the key.

So, compared to the current situation of our company, we don't need a marketing director, maybe we need some regional sales managers. I am blunt. This coincides with the intention of the company to invite me to join. But at the beginning, let me be a regional manager. Maybe I won't come because I am a regional manager myself and I am doing very well. So the company moved to me as a marketing director because I needed a bigger platform to achieve my career aspirations. So I came. But after I came, the company put me in a certain area during the trial period. Of course, I became a regional manager.

At this point, I can understand the company's good intentions, but is this good? Frankly speaking, I feel very bad. This is not only a kind of harm to me, but also a kind of injury to the company. I am sure that I am now rushing to the market. It is far more difficult than the company to directly recruit me to do the market!

There are too many factors from non-market!

Therefore, if we do not know the purpose of the revolution to engage in revolution, we will only make the revolutionaries and the revolution itself very hurt and passive.
Speaking of these, I don't want to correct our past. The past is over, and the important thing is to face the future. This has been the case in the past. I don't want to be like this in the future. The company and I can't afford the waste of this time. Therefore, I just want to explain that in the future, if the company wants me to do something, it is better to tell me clearly. I feel that I can do it, I will do it; if I can’t do it, I will not do it.

Don't even figure out the purpose of the revolution, let me go to the revolution.

Are we staring at the goal or the process?

Because the purpose of our revolution is unclear, the goals of our revolution will change.

When I first came, the company told me that our company's management is very confusing. We need to standardize management and strengthen institutionalization. So I began to grasp the institutionalization of the marketing system. However, there are two prerequisites for institutionalization: first, it takes time; second, it needs to withstand the pressure of performance. However, if we did not do both of these things, we hurriedly denied the new system.

First, the introduction of any new system will certainly undermine the balance of the vested interests of existing interests, so they will be opposed by them. This will definitely take time and run-in period.

Midea, the implementation of the business department system, spent three years, three years of sales did not improve, but fell. But now, how is the beauty doing? Actively seeking change, survive, and Kelon has not changed, but almost dead.

Second, our system supervisors, especially the financial system, have a very eager attitude and principle for the new system. It seems that once the new system is introduced, they will do everything right, as long as they are monitored according to the system. Yes. Never do some analytical work from the financial point of view, but just step by step control; never carry out some reflection work from the perspective of financial design, but only after the matter is investigated and punished; if so, then the financial work is too good.

Third, after the implementation of the new system, at first glance, sales have not improved compared with the past, but have declined, so the new system is no different! Then, have we analyzed it, what is the reason for this result? Is it the reason for the new system? Still have other factors? Have we analyzed in depth the market and non-market factors? No!

Fourth, after the implementation of the new system, everyone in the system has to adjust, and it is inevitable to sacrifice short-term performance.

All we can do is to shorten this time as much as possible, not at all. **The branch system implemented the new system, which was not enough for one month.

Fifth, in the trial process of the new system, as the designer of the system, we must always follow up and adjust at any time, and the company did not give me this time, but let the system's supervisors follow it. It can be imagined that it cannot follow. The new system adjusted by the changes in the situation has to meet the demands of the system supervisors, what will be the result.

Under the constraints of the above five factors, the abortion of the new marketing system is natural and reasonable. It is the best system, and the same is true.

Everyone is staring at the process and forgetting our goals.