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7 Marketing Hurdles and How to Overcome Them

By Jill Bowers
Business.com / Marketing Solutions / Last Modified: November 21, 2017
Credit: Khakimullin Aleksandr/Shutterstock

Marketing processes are more streamlined with automation, but that doesn't mean marketers have an easy job. Here's how to overcome some of today's biggest marketing challenges.

As in any industry, marketers have numerous professional challenges to overcome every day. Whether your obstacles are related to the marketing operations solution you're using, the task you're trying to accomplish or the team you work with, chances are you're not the only marketer facing those particular issues.

Marketing agency TopRight Transformational Marketing and Aprimo, a marketing operations solution, joined forces to discover and study the most common problems today's marketers face while working on five essential tasks: planning, spending, creating, distributing and performing.

For the over 275 marketing leaders that TopRight and Aprimo surveyed for their Mayhem Research Report, five overarching challenges presented themselves:

  • Brand strategy
  • Marketing technology
  • Managing a team's capacity
  • Measuring ROI
  • Prioritizing the marketing system of record

Based on their research, TopRight and Aprimo offered the following tips for overcoming the above challenges.

Eliminate silos.

You'll have an easier time justifying your ROI and getting the budget you need if you're transparent about what your marketing team is doing. Have budget reviews with your company's finance team. Be visible with your spending, and know the answers to how, when and where you're allocating your budget.

Build a great marketing team.

Having a well-respected marketing team can have a huge impact on the way you do business. You can increase the respect of your team by having solid scientific data to back up your decisions. Prove your ROI. Hold your team accountable to metrics that matter.


Editor's Note: Don't have an in-house marketing team? We can help you find a marketing service that's right for you. Use the questionnaire below to have our sister site, BuyerZone, provide you with information from a variety of vendors for free:



Automate tasks.

Marketing software usually has the ability to automate several tasks, which frees up time for your team to do what they do best: create new marketing content. This also gives you time to focus on strategy.

Have brand consistency.

Store all of your important branding information in one place so your team has quick access to it. Making this information accessible will likely save time on fixing mistakes later in the process and, of course, helps keep your brand recognizable to clients and customers.

Improve your creative and review processes.

Get a good handle on what kind of workload your creative team can handle. As you become more aware of the strengths and weaknesses of your team, you can improve everyone's workflow and be more productive overall.

Establish data-sharing best practices with partners.

Marketing with partners is a great way to spread the word about your company while spending less money. However, it can be difficult to measure the ROI of such efforts. When you set up your partnership, be sure to set up best practices for data sharing to make it easier to measure how your marketing efforts are performing.

Update your system of record.

Technology can be great if it works right and if you use it. If you're having trouble tracking the appropriate data to measure your ROI, it may be time for a new marketing operations software or system of record. Having accurate data can help you justify your budget when you have reviews with the finance team.

For more information on challenges facing marketing teams today, read through the Mayhem Research Report and other whitepapers on the Aprimo website.

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