The document discusses the key roles and responsibilities of managers. It states that the main purpose of a manager's job is to achieve objectives by ensuring that each team member achieves their goals. An effective manager has the capability to get ordinary employees to perform extraordinarily. Some of the key responsibilities of managers include ensuring objectives are met, decision making, developing team members, customer focus, planning, monitoring, and providing feedback. The document contrasts effective managers from ineffective ones, noting that effective managers are advisors, benefactors, and cheerleaders while ineffective ones are appeasers, bullies, and subjectiv

1. The Role of the
Manager
N SUNDARAM
ICFAI 29th Aug 2008
BANGALORE

2. “We cannot do today’s job with
yesterday’s methods and be in
business tomorrow”
--- Nelson Jackson

3. A Group of Donkeys lead by a lion can
defeat a group of lions lead by a donkey
---Socrates

4. Main Purpose of the Managers’ Job
To achieve and exceed the Assigned objective
by ensuring that each and every member of
the team achieves and / or surpasses
his / her respective objective.

5. A Good Manager has…..
… the capability to get people of
ordinary ability to perform in an
extraordinary manner!

6. 5 Differences
Worker
• Works alone
• Does the work
• Like a player in the team
• Is lead and Managed
• Responsibility:
Single
Manager
• Works with others
• Develops
people/customers
• Like a coach and a
counsel; Pitches in as
player when needed.
• Is the Leader/Manager
according to the condition
• Responsibility : Various

7. Key Responsibilities
Ensuring achievement of assigned Team’s and individual
team members’ objectives
Decision Making
Ensuring his objectives achievement covering up deficit
of anyone in his team.
Focus on Brands / New Products
Distribution Channel Management
Timely Reporting and Feedback
Developing Team Members
Market Development
Market Intelligence
Strong Customer Focus
Planning, Monitoring & Controlling
Appraising &Reviewing
Necessary course corrections

8. Key Activities
•Strong Customer Focus
Right product for the right customers
Frequency of visits
Servicing
Trouble shooting
Retention and multiplication of customers
Tracking of Customers

9. Planning, Monitoring and
controlling
Objective setting
Assigning the responsibilities as per the
resources
Alternative steps in case of crisis
Monitoring of Progress/Key Customers

10. Key Activities
• Ensuring follow up of every subordinates’
responsibilities.
• Ensure follow up on payments
• Ensure Liquidation of stocks
• Ensure Order generation
• Regular follow up of pending claims of
distributors and CFAs

11. Key Activities
Ensuring at Distributors’ Level
• Inventory Check
• Payment follow up
• Catering to Retailer
• Liquidation of short expiry / non moving products
• Settlement of Claims
• Successful of Operation of bonus offers
• New Product availability at retailer level
• LOC & NOC of products

12. Key Activities
At the Retail Level
 Tracking of new and established products
 Retail survey to track the demand of Company’s
and competitors’ products
 Retail survey to validate the customer coverage
 Right product, Right customer focus approach
 Tracking of Key Retailers
 Ensure order booking and its supply

13. Key Activities
• Reporting
 Weekly Reports on time
 Specialty Coverage Analysis
 Sales Promotion Proposal / Report cum Expenses
Statement
Subordinates’ Coverage format-Self Analysis
Campaign Sales Meeting follow up.
Record of Leaves
Sales Diary

14. Key Activities
• Feedback
• On inputs
• On competitors
• Regarding strategies
• On emerging trends
• To subordinates on performance
• To superiors on any important
developments

15. Key Activities
Market Development / Market Intelligence
 Gather information from distributors / retailers
to know the actual market potential
Focused approach
Rural coverage
Distributors’ appointment
Customer contact programmes
Tracking Competitors

16. Key Activities
Development Team Members
• Review of Team members’ performance
identifying key areas for improvement
• Improving his/her knowledge / skill levels
• Coaching
• Training
• Improving his / her personality
• Motivating

17. Key Activities
• Review and Appraising
• Performance
• Agreed action plans
• Market potential
• Consistency in sales
• Coverage of territory
• Coverage of Key
customers
• Growth in Sales
• Maturity
• Market knowledge
• Reporting
Focus on Power Products
• Monitoring the Sales
• Right Customer Focus

18. Key Skills
• Analytical Skills
• Technical Skills
• Communication Skills
• Selling Skills
• Planning Skills
• Reviewing Skills
• Managerial Skills
• Interpersonal relationship
Skills
• Negotiating Skills
• Administrative Skills
• Interviewing Skills
• Counseling Skills
• Forecasting Skills
• Leadership Skills

19. Key Performance Parameters
• Targets
• Field Work inputs
• Implementation of
strategies
• Implementation of
learning
• Knowledge
• Team Performance
• Development of Subordinates
• Market Development
• Reporting Discipline
• Distribution Management
• Maintenance and analysis of
Data
• Self Development

20. Profile
• Team Leader
• Decision Maker
• Coach
• Role Model
• Problem Solver
• Strategist
• Knowledge Resource
• Good Communicator
• Mediator
• Counselor
• Motivator
• Negotiator
• Positive Thinker
• Hard Worker
• Honest
• Listener
• Observer
• Fair
• Achiever
• Adaptable
• Enthusiastic

21. A Good Manager will…..
…always succeed in getting more output
and better results from his team members
…and they will deliver this willingly!

22. Managers : Ineffective v/s Effective
Ineffective Manager
• Appeaser
• Bully
• Caddy
• Despondent
• Excavator
• Favoritism
• Gutter Inspector
• Hindsight
Effective Manager
• Advisor
• Benefactor
• Cheer Leader
• Decisive
• Example Setter
• Fair
• Generous
• Honest

23. Managers : Ineffective v/s Effective
• Insecure
• Jealous
• Know-all
• Loner
• Manipulator
• Nag
• Opinionated
• Pillion Rider
• Quashes new ideas
• Innovator
• Judicious
• Knowledge Resource
• Leader
• Motivator
• Negotiator
• Open minded
• Perseverant
• Quality Conscious

24. Managers : Ineffective v/s Effective
• Reactive
• Subjective
• Trumpet Blower
• Unfair
• Vengeful
• Whiner
• Xcuse Master
• Yesterday’s hero
• Zombie
• Receptive
• Strategist
• Transparent
• Understanding
• Vibrant
• Winner’s Mind Set
• Xperimenter
• Youthful
• Zestful