What We Know

What's in a Title

Vice President of Sales and Marketing. It is a common title. When a CEO gives that title to someone, the CEO is generally thinking that 80% of the VP’s time and efforts will be on sales and sales management and 20% will be spent on marketing. In reality, the VP will, at best, go 50/50 and often reverses it -- to where 80% of their time is spent on marketing; it’s more fun, not as stressful as calling for appointments, going on sales calls or working in the field with one of the sales reps.

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I advise CEOs to keep their VP focused on sales, sales training, sales force development and driving the company’s top line. They can be called in to consult and advise on marketing matters whenever needed but the CEO tends to better understand the brand and positioning strategy behind the company.

The CEO should continue to directly manage marketing for as long as possible. When the time is right, hire a marketing manager or VP of marketing and keep them reporting directly to you.

With a well-focused VP of sales and spot on marketing strategies, you will continue to grow and engage your brand.