From the perspective of brand and marketing activities, the target audience for your company is divided into three groups that also share certain behaviors and psychological needs.
- They are executives,
- Managers, and
- Practitioners / end-users
Think of these as “altitude levels” inside your accounts
An executive is a high-level manager within an organization responsible for making strategic decisions and providing leadership and direction to the organization. Executives occupy positions such as CEO, COO, CFO, President, Vice President, etc. Executives are forward-minded, often thinking about and discussing the future (usually 1-3 years in the future) and where the organization needs to be.
The following are some of the attributes that are important for an executive:
- Leadership skills: Executives must inspire and motivate others to work towards the organization’s common goal.
- Strategic thinking: They must be able to analyze and assess the situation, identify opportunities and threats, and make decisions that drive the organization toward success.
- Communication skills: It is essential for executives to effectively convey their vision, goals, and strategies to their employees, stakeholders, and customers.
- Decision-making ability: Executives must make tough decisions quickly and effectively in the organization’s best interests.
- Financial acumen: A good understanding of financial management is critical for executives, as they must make informed decisions about budgets, investments, and financial performance.
- Adaptability: The business environment is constantly changing, and executives must be able to adapt and respond to these changes.
Executives play a crucial role in the success of an organization as they set the direction, tone, and strategy for the company. Their decisions and actions can significantly impact the company’s financial performance, reputation, and growth. Thus, it’s vital for executives to possess the attributes mentioned above and continue developing their skills and knowledge to lead their organizations into the future effectively.
Mid-level managers are supervisors or managers who occupy a position between the lower-level supervisors and the top executives in an organization. They play a crucial role in executing the strategies and plans set by the top executives and are responsible for overseeing the work of lower-level managers and employees.
The following are some of the attributes that are important for a mid-level manager:
- Communication skills: Mid-level managers must effectively communicate the top executives’ goals, plans, and expectations to the lower-level employees and teams they oversee.
- Leadership skills: They must be able to motivate and lead their teams to achieve the goals and objectives set by the organization.
- Problem-solving skills: Mid-level managers must identify, analyze, and resolve problems in the organization’s day-to-day operations.
- Strategic thinking: They must have the ability to understand and align their work with the overall strategy of the organization.
- Time management: Mid-level managers must manage their own time effectively and ensure that their team works efficiently and meets deadlines.
- Decision-making ability: They must make well-informed decisions that align with the organization’s goals and support their teams’ work.
Mid-level managers are essential because they are responsible for implementing the strategies and plans set by the top executives and ensuring that the organization’s operations run smoothly. They play a critical role in ensuring that the organization functions effectively and efficiently and that employees are motivated and productive. With the attributes mentioned above, mid-level managers are better equipped to perform their roles effectively and support the organization’s success.
A practitioner is an individual who applies their knowledge, skills, and experience to perform specific tasks or functions within an organization. Practitioners are typically found in professions such as finance, human resources, marketing, operations, and other company functional areas.
The following are some of the attributes that are important for a practitioner:
- Technical expertise: Practitioners must have a deep understanding of their field of work and be able to apply this knowledge to perform their tasks effectively.
- Attention to detail: They must have a strong focus on accuracy and be able to pay close attention to detail to ensure the quality of their work.
- Problem-solving skills: Practitioners must be able to identify and resolve issues that arise during their work.
- Communication skills: They must effectively communicate their work, findings, and recommendations to others within the organization.
- Collaboration skills: Practitioners must work effectively with others within their team and across different functional areas of the organization.
- Continuous learning: As the demands of their field change, practitioners must be committed to constant learning and professional development to stay current and improve their skills.
Practitioners are vital because they are the backbone of an organization and are responsible for delivering many of the critical services and functions that the organization relies on. By possessing the attributes mentioned above, practitioners are better equipped to perform their tasks effectively, ensure the quality of their work, and contribute to the organization’s success.