Marketing works – we know that. But there are some common barriers that get in the way. The good news is that it’s possible to jump over them—or, at times, run through them – perhaps.
To discuss the topic of common challenges, Jennifer Mancusi is joined by Drew Neisser, author of “Renegade Marketing” and founder of CMO Huddles.
Join us for this episode of “Marketing, Demystified.”
Common marketing barriers to success
In a nutshell, some common marketing barriers include:
Misaligned expectations between CEOs and CMOs. Many CEOs lack marketing experience but believe they understand it, leading to unrealistic demands on CMOs.
Overspending on martech and demand generation. CMOs often allocate too much of their budget to marketing technology and short-term lead generation. That comes at the expense of reputation building and long-term strategy.
Lack of focus on customer marketing. Many companies underspend on retaining and growing existing customers, missing out on opportunities for expansion and referrals.
Rushing to replace websites and logos without strategic change. Some CMOs focus on superficial brand changes without addressing underlying product or strategic issues.
Read next: Website best practices to follow to grow your company
Inadequate budget allocation: Drew recommends this split:
- 10% or less on Martech
- 30% on staff
- 60% on programs