Management: The Biggest Obstacle to Marketing Success in Zimbabwe

It is well known that marketing in Zimbabwe is often less creative, boring, and repetitive, relying on the same old strategies. Why is this the case? If anyone is to blame, it's the management culture of Zimbabwean companies. In other words, it is said that the rot begins at the top. Here are my reasons why I am inclined to support the hypothesis that management culture and mindset is the cause for uninspiring marketing in Zimbabwe, rather than the employees themselves.

The first reason to support my hypothesis is that most managements are conservative in nature, and therefore reluctant to embrace anything out of the ordinary from the marketing department. In this case, they view marketing as a department that solely focuses on radio and TV ads, billboards, corporate wear, banners, event planning, road shows, exhibitions, tenders, and, more recently, social media management. These have been standard marketing duties for decades. If a marketing team member attempts to introduce a fresh perspective or idea, they are often dismissed with the argument that "we have been doing this for years and it has been working," or they are given a minimal budget to implement their proposal.

Those managements that do appear to be more liberal and open-minded are often unwilling to invest significant resources in marketing. Consequently, they seek to hire one or two marketing individuals who possess a wide range of skills, including graphic design, social media management, animation, website development, programming, marketing analytics, search engine optimization, CRM management, and a solid understanding of traditional marketing methods. To secure employment, individuals frequently claim to possess all these skills, but the reality is that they struggle to deliver high-quality work due to the overwhelming workload. As a result of the company's reluctance to allocate sufficient funds to a department deemed non-critical, marketing remains stagnant, uncreative, and repetitive.

Those who undervalue the importance of marketing need to reconsider their perspective. Marketing is the primary source of information for key decisions that affect products and customer experience altogether. It can inform production about market dissatisfaction and recommend necessary adjustments to remain competitive. Marketing can also guide HR in aligning company culture with market expectations, ensuring new hires embody the desired organizational values. Furthermore, marketing can advocate for increased budgets in other departments based on market feedback. By identifying emerging market trends, marketing can position the company for future success.

Marketing is crucial. The customer is paramount, and all departments should collaborate to serve them. However, the marketing department is uniquely positioned as the primary interface with the customer. Therefore, they are best equipped to understand customer desires, preferences, and behaviors, informing other departments on how to align their efforts for optimal customer satisfaction.

To enhance marketing in Zimbabwe, directors, executives, and management must deepen their marketing knowledge. Organizations like Institute of Directors Zimbabwe (IoDZ) , CGI Zimbabwe and Marketers Association of Zimbabwe can contribute to this by providing relevant training. While there is a strong focus on finance, reporting, sustainability, production, and procurement, marketing often receives less attention. This neglect frequently leads to poor customer service, declining product quality, and negative publicity that marketing must then address reactively.

To optimize the marketing department's performance:

• Clearly define its role and interconnections with other departments.
• Allocate sufficient human resources for maximum efficiency and results.
• Recruit a skilled leader who can inspire and develop the team.
• Organize the department into approximately ten sub-departments.
• Provide adequate funding for optimal performance.
• Actively listen to the marketing department's insights.
• Incorporate their perspectives into critical decision-making.

I know my fellow CA CEOs are addicted to cutting costs, and marketing is often one of the first departments to face budget cuts. Another CA I argued with claimed that the company has been acquiring customers with a very small marketing budget, so why invest more? I was astonished when someone in management stated that they didn't see the value of marketing because they believed the business could survive with a skeleton marketing team. I was surprised, and I know that once a competitor who understands the role of marketing enters the market, these companies will be left with nothing and will cry foul.

In essence, the underperformance of marketing in Zimbabwe is a systemic issue deeply rooted in managerial attitudes and resource allocation. While the marketing department is often blamed for lackluster results, the reality is that it is hindered by a culture that undervalues its strategic importance. It is time for a paradigm shift. Zimbabwean businesses must recognize that a robust marketing function is not a cost center but a revenue generator. By investing in marketing, empowering the department, and fostering a culture of innovation, companies can unlock their full potential, enhance customer satisfaction, and achieve sustainable growth. It is imperative that Zimbabwean businesses prioritize marketing as a strategic move, rather than an afterthought. The future competitiveness of Zimbabwean enterprises on the global market hinges on this critical shift in perspective.

The time for lip service is over. Concrete actions are required. By implementing the recommended strategies, Zimbabwean companies can begin to transform their marketing departments into engines of growth and innovation.

Ultimately, the success of Zimbabwean businesses is linked to the effectiveness of their marketing efforts. By prioritizing marketing, empowering the marketing function, and fostering a culture of innovation, Zimbabwean companies can position themselves for long-term success in an increasingly competitive global marketplace.