GMs also need to be their companies' biggest advocates. They communicate the value of their organizations to the outside world. Employees, strategic partners, shareholders, and even a company's chairperson rely on the general management team to promote the company's interests at every turn. GMs give their subordinates a reason to want to work for them. Without their guidance a company could flounder.
General managers bring a measure of order and purpose to their organizations.
Small businesses and startups often have limited management teams. The founders, who take on the titles of CEO and president, typically lead such companies. As a company grows and departmentalizes, the general management function is divided into a family of positions. While the CEO and president remain committed to the overall mission of the organization, other positions have more specialized responsibilities. Underneath them are department heads who run specific areas of an organization, such as marketing or human resources.