Search Insider took a stab the other day at answering the question, “What defines a great in-house search marketer?” They started by defining the actual tasks an in-house search marketer must perform, and broke them down like so:

75 percent: Evangelizing and selling to internal management
15 percent: Performing search marketing related activities
10 percent: Educating internal resources

Think about a company whose internal management has embraced search marketing and doesn’t need to be sold. Maybe that 75% gets cut to 25% — and the search marketer gets to spend 65% of the day on search marketing instead of 15%. How much more successful will that company’s search efforts be vs. the company that’s spending its time on internal evangelizing?

Takeaway for marketers: Get management to buy in. Quickly. Then get to work.

This entry was posted on Saturday, February 18th, 2006 at 9:47 am and is filed under Marketing Stuff, Marketing Takeaways.