What are the barriers to marketing planning in an organisation?

Written by bonnie swain schindly
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What are the barriers to marketing planning in an organisation?
Departmental silos, distractions and poor time management are barriers to marketing planning. (Liufuyu/iStock/Getty Images)

A strong marketing strategy is a pivotal component of any successful organisation. But sometimes, sending an effective message to customers becomes confusing and convoluted because of barriers that take place behind the scenes during marketing planning. These obstacles range from an enterprise's failure to place its customers first, tensions between marketing and sales teams and distractions that fritter away a marketing strategist's time.

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Silos

A marketing department typically steers its company's sales force toward customer leads. A marketer's role is to research clients' demands and then analyse the potential for revenue before turning the sales people loose. Any rumblings between marketing and sales historically are blamed on culture. Today's economy has shifted so that a business cannot afford any stalemates between marketing and sales. Also, well-written verbiage that tells the story of the product or service is paramount to any marketing planning. Effective copy has to capture the customers' needs. In reality, poor content -- such as unimaginative product spec sheets -- appears in marketing literature or websites, leaving sales people equipped with lousy materials to build customer relationships.

Clutter

Integrated marketing communication, or IMC, places one unified message before the customers. A poorly planned marketing and communications plan leaves the audience trying to piece various messages together with the hopes of understanding what the company is saying. An effective plan places customer satisfaction at the centre of its branding, public relations, sales and marketing strategies. Barriers to this integrated marketing planning include resistance to change and departmental capacity or budgetary limitations. Another hurdle is failure to gain acceptance from top management, as well as a marketing team's inability to communicate one shared voice to all stakeholders so that everyone hears an uncluttered message.

Distractions

The newness of online marketing has left many marketing professionals feeling overwhelmed and unfocused, according to the Better Networker website. To better understand the barriers that affect marketing planning in an organisation, a marketing planner must identify online initiatives that generate the best leads as well as techniques that are easy to use. Do not attempt to be a jack-of-all-trades; instead, focus on several specific practices that feel comfortable. Also, marketing professionals get so swept away with daily e-mails, webinars and online reading that they cannot focus on building their marketing strategies. Instead, manage your time by limiting your access to e-mails and social networks. This leaves more time for content creation and lead generation.

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