Every successful business leader will testify to the fact that marketing is the lifeblood of any organisation. This then raises the question of the reason why the role of marketing is so often overlooked as well as under-appreciated in its importance to the success of an organisation. This is a good reason to invest some time and effort into developing an efficient and competent marketing team.
A vital point to keep in mind is that the marketing team’s motivation does not come directly from a marketing manager. Instead, a marketing manager creates an environment which encourages the marketing team to motivate themselves.
Theories About What Motivates A Marketing Team
Maslow’s Hierarchy of Needs
Maslow’s Hierarchy of Needs – which was conceptualised by Abraham Maslow – is a motivational theory in psychology. It consists of a five-tier model of human needs that is often shown as hierarchical levels within a pyramid.
From the bottom of the hierarchy upwards, these needs are:
- Love and belonging,
- Esteem and self-actualisation.
Needs which are lower on down in the hierarchy must be satisfied before people can attend to needs higher up.
Maslow believed that deficiency and growth needs are similar to instincts. In addition, he felt that these play a major role in motivating behaviour. Physiological, security, social as well as esteem needs are deficiency needs. These needs arise because of deprivation. Satisfying these lower-level needs is important so as to avoid horrible feelings or consequences.
Maslow defined the highest level of the pyramid as ‘growth needs’. These needs do not stem from a shortage of something but rather from a desire to grow as a person.
These are biological needs for human survival, e.g. air, food, drink, shelter, clothing, warmth and sleep. If these requirements are not met, the body cannot function optimally. Maslow considered physiological needs as the most important because all the other needs become secondary until these needs are met.