The 10
marketing sins
and how to avoid them
Beware the red flags
Might you be impacting your marketing performance and business growth?
You expect different results from the same things
Is your marketing a rinse and repeat exercise, with the team operating as judge and jury on how well you score? You could be missing opportunities for a step change.
Your marketing strategy exists in your CEO's head
Are your business vision, mission, goals and strategy not aligned or clearly communicated? Then your marketing team lacks context and direction.
Your customer insight is drawn from assumptions
Are your customer motivations assumed, unvalidated or even ignored? Then your marketing is operating in an echo chamber, echo chamber, echo chamber.
Your messages are very ‘me-too’
Are you selling on features rather than benefits and on the jargon bandwagon? Then you’re speaking a different language to your customers.
You’re pursuing random acts of marketing
Is your marketing programme linked to a cohesive strategy or underpinned by solid foundations? If not then it's down to chance whether you will get the right results.
Your plan is defined by emails and social posts
Is your tech stack dictating the plan rather than audience insight? Then your channel mix is not informed by test and learn, or optimised for conversion. You could be missing untapped business.
Marketing is a cost centre
Are you not able to demonstrate the value of marketing or justify the spend? Then your marketing can become under-funded, under-utilised – and under-perform.
A brand is seen as the colouring-in
Do you believe brand is skin-deep and just a logo? Then you could be wasting money on a disconnected brand instead of seeing it as a force for winning hearts, minds and share of wallet.
More sales means more salespeople
Are you invested in sales people but not in marketing alongside, leaving them short of effective sales material? You could be missing the fuel for your sales engine without compelling comms.
Customers have to work hard to engage
Have you have built your processes and comms around your structures and systems? Then you could be missing opportunities to convert, delight and retain customers.
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