Overcoming Three Common Roadblocks to Marketing Maturity

Overcoming Three Common Roadblocks to Marketing Maturity

The key to delivering exceptional experiences to existing and potential customers is crucial to business growth. The marketing technology landscape is rapidly growing, but most companies fail to take full advantage of the data and tools available to them.

Today businesses look drastically different from how they did a few decades ago. The last 20 years for B2B marketers have been about developing digital practices, capabilities, and tools – shifting from print to social media, and collecting and utilizing data to create highly personalized connections.

But this is merely a preview of what is to come and how the role of marketing needs to evolve and act as a catalyst for change.

When it comes to marketing maturity, businesses need to understand the role of marketing in a company. They need to understand if they have the necessary tools and strategies in place to make a remarkable impact to the business so as to drive strategic growth while tracking the RoI.

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Often, there are several roadblocks within an enterprise that need to be addressed in order to reach a higher level of marketing maturity.

Three Common Roadblocks to Marketing Maturity

Changes in the Company

If there is one thing that is constant, it is changing. Whether it’s an acquisition, a merger or a change in leadership, companies are often in a state of flux. Teams should leverage this opportunity to identify areas where they can make some minor changes that will have a significant impact.

Businesses and marketing teams should remain focused on the things they can solve so that they can continue to make continuous progress until the organization is ready to focus on the larger, strategic projects.

Siloed Teams

Organizations need to find ways to break down some of the silos that exist between and within teams. If they want to create a seamless customer experience, they need to change and adapt to become more seamless.

There are a few things organizations can do to start breaking down some of the silos that exist between teams. For instance, it can be extremely effective to bring together members of several teams in lead management workshops and discussions. This should include members from operations, sales, marketing, and CRM.

It is crucial for everyone to collaborate so that they can come up with the best possible solution. People are more likely to follow through on the tasks needed to execute strategies when they feel they have ownership in a project.

Legacy Platforms

Marketing technology has been around for so long that some enterprises have owned platforms for more than 5 to 10 years. And, it’s possible that the ownership of the platform may have changed hands a few times. Quite often the changes made to the application may not have been documented. Consequently, that knowledge is lost once team members leave the company.

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In such cases, teams must conduct a thorough audit of that platform. They should review and document campaigns, programs, and data in the application to sort the mess and get some clarity on next step. Sometimes organizations may need to delete, replace or fine tune so items to meet their needs.

Sometimes an organization may even decide that auditing is not worth their time, money and efforts. They may decide that it is better for them to start over on a new instance of the platform. In some cases, organizations may decide to mover to a new platform altogether. Hence, when it comes to overcoming the hurdles of legacy platforms, there is no one-size-fits-all strategy.

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