It is not uncommon for businesses to choose an in-house or franchisee marketing campaign manager, even though the average marketing manager has little in common with a franchisee. Here are some differences between marketing managers and their franchisees:
Marketing managers typically view themselves as part of a larger organization: Their role is to be an example to the organization. As such, they expect to be able to make decisions that will help the business continue to grow.
A franchisee on the other hand, typically views his or her role as the manager of the business. They are expected to deal with customers directly and be accountable for its performance. It is often the case that they are only responsible for a small section of the overall business, which forces them to seek out the best possible resources.
Another important difference is that a franchisor’s marketing department has far more time to focus on the customers: A franchisor will spend up to $100 million annually on market research. That is money that could be used to enhance customer service or to bring in more sales.
A franchisee, by contrast, is typically limited by the number of sales staff available. The ability to leverage resources as they arise is very limited, as is the ability to have individuals focused solely on a specific task. With a franchisee, most days are spent trying to attract new customers, while managers and team leaders are given other important tasks to attend to.
Franchisees are also typically limited in the hours in which they can work and the amount of work they can do in their roles. While franchises are not expected to work longer hours, franchisees do not receive additional time to spend on the business. If something important comes up, they may have to resort to leaving the business and finding another, with little notice.
A marketing campaign manager is expected to be a leader: A campaign manager is the person who allocate resources, hires staff and makes decisions on strategy. This can be a difficult role to fill, particularly for a franchisee. Some candidates will be forced to move to the headquarters, while others are brought into the team by the owner.
A campaign manager who is a franchisee is generally not allowed to hire his or her own staff and is not expected to be a leader in the business. Since they are not expected to be the face of the company, the marketing campaign manager is expected to keep the team moving forward without direction from the CEO.
But once they are in a position to hire his or her own staff, the franchisee is expected to operate the campaign and handle the operations. It is this expectation that causes many a campaign manager to feel like he or she is working for the founder, not the owner.
Franchisees generally do not get their own people: All employees are owned by the company, meaning they will only get benefits if they are a part of the team. A franchisee does not get the same benefits. It is rare for a franchisee to take over an entire team when their marketing campaign manager leaves, meaning they must rely on their team members to find the time and money to help them run the business.
An understanding that the franchisee is not a part of the team will cause them to be frustrated when the campaign goes poorly. For the business, the franchisee is responsible for running the business and there will be times that he or she will need to step back.
It is important to keep this distinction in mind when you consider hiring a campaign manager. If you know the franchisee does not run the business, it will be easier to identify the right person to hire for your organization.