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User seeks advice on managing a team member with inadequate skills in ad management, indicating a need for SEO tools to provide training resources or features to help marketers improve their skills.
Howdy folks! I started a new role back in December as a marketing leader. One of my direct reports is a senior ABM manager. However, I'm noticing she has the skillset of a mid-level marketer. She understands very little about actually building a demand gen strategy around ABM. She'll build these elaborate plans without thinking about things like what content we're producing to support it, our ad budget, our department goals, etc. I have to double check all of her work because I can't trust her to even execute it properly (she almost set an ad campaign live with a $200/day budget instead of $50.) She's a very scatterbrained person, jumping from one project to another and abandoning it when it's not instant success or what she suggests can't realistically be done. My manager has noticed this, and has noted to me several times that she wasn't hired as an individual contributor, she was hired for her expertise in bringing our ABM program to the next level. Her salary on the team is also the highest, yet her output is the lowest. I need some advice on how to guide her. I've worked with her to set priorities, but she often abandons them when some other idea or a "better" idea comes into mind. I've set clear goals for her individually (Things like run one linkedin campaign generating X amount of leads and X engagement rate, use intent data to find X companies showing interest that we should be targeting and build an ABM plan to go after them). However, she's treating everything as an individual project to reach her goal and because of that, she's not being very successful. I've spent a lot of time with her going over data, using AI to analyze it, sharing some insights on what to think about as she's going through things (things a senior manager should already be decently proficient with), but when it comes to doing it herself, she literally just copies and pastes what we worked on together previously without doing any of her own thinking. I end up having to go over it with her several times to get something workable. Can anyone provide some advice on how to manage someone like this? Are there certain tactics that work better than others?