John White, MBA en Social Marketing Solutions, Marketing, Marketing and Communications Columnist • Inc Magazine 25/11/2016 · 2 min de lectura · 1,7K

Here Are The Challenges Your Marketing Department is Facing Right Now

Here Are The Challenges Your Marketing Department is Facing Right Now

It's no secret that marketing has changed. Millennials and digital-savvy members of other generations have had an undeniable impact on the way marketers approach campaigns, interact with customers and record customer preferences.

To deal with today's complex market demands, marketers must be more than just creative; they must be tech and data-savvy as well. Marketers must be able to measure their success and use their budgets to work with tech solutions that render them the highest ROI.

If your company wants to be a serious competitor, here are six roadblocks that your marketing department must be able to circumnavigate:

1. Keeping Pace With Technology

Today, marketers must be more than just creative; they must be tech savvy too. Keeping up with the changes in tech in automation, mobile and social platforms can be very challenging for marketers as they deal with meeting the demands of the day to day activities of their job.

Fall behind on tech and a marketer can quickly lose ground to more tech-savvy competitors. The integration of technology and marketing is going full-force in 2016.

In order to keep pace, marketers need to constantly be learning about new tech and how it is affecting the marketplace. In addition to reading marketing content, I recommend finding some tech bloggers to follow. 

2. Lack of Time

Between social listening and responding, analyzing data, designing campaigns, managing vendor relationships and creating original content, marketers are faced with a time crunch every day.

Marketers need to know when it is appropriate to leverage automated tools. There are many useful applications and browser extensions that can automate tasks and help improve productivity.

Outsourcing certain tasks that are either too time-consuming or outside of the marketer's area of expertise is also a wise move.

3. Dirty Data

Many companies today are still faced with incomplete databases which creates all sorts of problems for marketers. A CRM is only as good as the data it contains.

As advancements have occurred in CRM systems in the past few years, there is more data available than ever before. Marketers must be able to properly decipher data and apply it correctly to their campaigns.

The businesses that have not invested well here will see even bigger constraints on growth compared to other organizations that have reliable data.

To convince their company to invest in better data, the CMO must accomplish two fundamental tasks. Effectively demonstrate to the CFO how the company is suffering financially by having dirty data and show a concise path towards profitability.

4. Marketing Is Still Viewed as a Company Expense

If a business views marketing as an expense rather than a revenue generator for the company, the marketing department is faced with the difficult task of changing a deeply ingrained perception problem within the company culture.

Marketers must go to great lengths to prove ROI for their campaigns. If they want their bosses (especially the CFO) to buy in, marketers need to be able to connect their activity to specific revenue streams of the company.

5. Alignment With Sales Team

I was always amazed at how disconnected the sales and marketing teams were in every organization I ever worked for in the corporate world. However, after years of disconnect, the alignment of sales and marketing has finally started within many companies.

The greater level of alignments is occurring in companies that have adopted social media in both their sales and marketing strategies. The commitment to social created a blur in who would handle certain activities. It forced these two distant cousins were to reunite.

It really comes down to communication and the alignment of activities and campaigns to have a direct impact on the revenue hitting goals of the company.

6. A Flooded Marketplace

It is no secret that the market is flooded with content. All one needs to do is take a quick look at their LinkedIn or Twitter feed to see how much content is created every second of every day.

To have a chance at cutting through the clutter, marketers need to focus on high-quality content that educates customers rather than solicits.

In the past, marketers focused on building and building online communities. There was a premium on the number of posts, followers, views, clicks, likes, shares, etc. They joined as many social networks as possible!

To be effective today, marketers must narrow their focus to the two or three networks that contain the largest percentage of their target audience.

Spreading themselves too thin by trying to be on all the networks just contributes to the noise in the marketplace.

Originally published on

Jim Murray 27/11/2016 · #8

As you know I don't write long comments on pieces I find excellent and relevant. Therefore I am done.

Paul Walters 27/11/2016 · #7

@John White, MBA After a lifetime in advertising I simply got tired of being treated as an inconvenience and a 'cost' yhay was affecting the bottom line!

Lisa 🐝 Gallagher 26/11/2016 · #6

Excellent tips and buzz @John White, MBA. It's great that some companies are finally getting it with regards to utilizing Social Media with their Sales Team and Marketing teams (together). Great job on your behalf that your company is doing this! One step ahead of many yet. Shared and tweeted!

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David B. Grinberg 25/11/2016 · #5

#4 Well, thank you as always, Ali. However, I must defer credit to John, as the marketing master via social media and otherwise.

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Ali Anani 25/11/2016 · #4

#3 @David B. Grinberg- I believe you outlined real marketing challenges. I wonder if sales and marketing are coalescing because the time available for marketing new products are diminishing. Look how many social media disappeared after a short while because of the advancement of new technologies. Human bahavior and habits are changing as well. May be the inoculation of marketing staff and sales staff in one team may help. I wonder.

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David B. Grinberg 25/11/2016 · #3

Thanks, as always, John, for the excellent advice and guidance. I appreciate your words of wisdom, as usual.

Mohammed A. Jawad 25/11/2016 · #2

@John White, MBA Truly said that 'marketing is still viewed as expenses'. Interestingly, people of finance who oftentimes deem themselves smart enough with manipulating balance sheets and untimely cost cutting strategies label marketing department as meaningless. Anything from marketing it promo activity, outdoor events, incentive trip or campaigns are regarded as waste of money. On the other hand, marketing and sales ought to work with integrity and team spirit. One cannot be aloof from the other.

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Mohammed Sultan 25/11/2016 · #1

@ John White,MBA.Nowadays,marketing is a race -day in and day out and marketers are the first to feel the heat of competition because they are closer to the market place.If the company does decide to put its weight behind the creativity of its marketers and effectively integrate it with the rigorous analytics through the innovation and tech expertise of R&D,there could be hard times a head for your competitors.The greatest challenge facing marketing executives is to know when and how fast to go to the market with an innovative strategy and what change to adapt to.In order to create and implement an efficient social media marketing strategy ,marketing executives need to work together with technical people in order to properly understand the offering of their company and what do they stand for.

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