The biggest challenge for modern marketing organizations


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To me, the answer is simple. In a world where marketing technology is getting more complex, buyers are more difficult to engage, sales teams are asking for more leads and better leads, and breaking through the clutter and noise is more difficult than ever – none of these represent marketing’s biggest challenge.

The biggest challenge facing modern marketing organizations is consistent, focused execution.

We’re full of ideas. Good intentions. Great theory. And the occasional test.

But successful marketing today boils down to executing well every day. Taking risks. Measuring what works. Quickly cutting off what doesn’t.

Focused execution doesn’t mean flawless execution. The path to innovation, after all, is paved with failure. You have to discover what doesn’t work often before you find what does work.

But, last time I checked, a well-written PowerPoint plan didn’t close a deal. A strategy one-pager didn’t drive a single qualified lead.

Come to work, every day, focused on external contribution. Market execution. Making something happen, even if it doesn’t work. Learn from it, make it better, drive the market.

We’re great at the talk, less so about the walk. That is our biggest challenge.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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