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Three Ways to Break Down Barriers to Strategic Planning in B2B Marketing

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BarricadesB2B marketers often face internal obstacles to strategic planning. Common barriers I outlined in Removing the Barriers to Strategic Planning in B2B Marketing are not valuing strategic planning, not having sufficient time and resources, lacking alignment around a strategy and a lack of internal expertise.

Strategic planning has to begin by addressing these barriers. As long as these issues are not addressed, your company is not ready for strategic planning.

Breaking down the barriers will likely be a bigger challenge than planning. Below are three steps you can take to begin breaking down these barriers in your organization. [Read more…]

Is Marketing Strategy Out of Favor?

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wooden wagon wheelDoes this sound familiar? “We know our budget doesn’t let us do this right, but we need to do what we can.” No wonder marketing doesn’t have respect in so many organizations! You can’t meet your goal, so you “do what you can”? For any other group in your company, this would be completely unacceptable. For marketing in many organizations, it is almost expected.

The result too often is a series of random acts of marketing. One marketing activity that makes sense on the surface, but without complementary components, simply doesn’t deliver what it could. A single solitary activity (or even two or three) that do not surround the audience, that do not deliver and reinforce your message, that are not part of a larger cohesive story, are just random acts of marketing. [Read more…]