The reasons for this vary. Organisational size is a consideration, as is budget, focus, and prioritisation, and often there's no senior marketing lead to drive the conversation.
The upshot is that not enough time and effort is spent building and embedding an organisational marketing capability that can repeatedly strategise, plan, and execute. This is key to availing of the benefits that great marketing can provide including;
- Improved cashflows (and profitable growth)
- Increased confidence that investment in marketing will deliver results
- Having everyone on same page (one team)
- Establishing clear targets and KPIs
- Providing a ‘North Star’ to guide future decision making
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