What is the Marketing Execution Gap?

The marketing execution gap is the space between your marketing strategy and what you can actually get done. It frustrates marketers' work and holds back their careers.

The marketing execution gap is comprised of five key problems:

MarTech Implementation

MarTech implementation times are a big drag on productivity. In particular, the leading marketing clouds (Adobe, Salesforce, Oracle) take months and sometimes years to implement and integrate with existing technology. As MarTech is developing so quickly, marketers get caught up in inefficient cycles of tech upheaval.

Legacy IT

Marketers also find themselves held back by outdated, inflexible technology that cannot do what they want. Ideas that should be simple to deliver become over-complicated and time-consuming on insufficient systems. 

Development Resource

The twin problems above are intensified by lack of development resource in enterprises. Most IT teams are already overstretched and so cannot devote months to MarTech integration or campaign delivery. This often leads to enterprises purchasing technology that lies unused. 

I first became aware of the marketing execution gap in my very first job at Google. As a graduate, I was tasked with increasing the engagement with thousands of lapsing AdWords customers. 

I quickly realised that if I could get the customer to understand the difference between search queries and keyword match types, they would be in a better position to run profitable AdWords campaigns and, as a consequence, spend more. I began to experiment with manually personalising emails with relevant data points.

After seeing a 20% increase in engagement, I went to the development team and asked if we could automate the process. The development team replied that it would be possible and asked me when I needed the data by. In my naivety, I replied "tomorrow morning would be good as I have a meeting with my manager!", to which they replied "how about next quarter?"

If this marketing execution gap exists in Google, I reasoned that it had to exist across every enterprise, and that most enterprises would be suffering more than Google.

-Frederic Kalinke, Amigo Managing Director

Data Siloes

Enterprise-size companies suffer from disorganised, siloed data. Vague metrics and increasing suspicions about accuracy compound the problem and make it difficult for marketers to deliver and analyse campaigns. 

Stakeholder Management

Marketers cannot deliver campaigns when they have too many internal stakeholders to manage. Inefficient marketing technologies exacerbate this problem because they intrude on too many other areas of the business.

Amigo implements in minutes. It works on top of legacy IT and avoids creating extra work for your developers. We demolish data siloes and give you all your campaign data, along with analytical reports that are easy to communicate to everyone in your organisation, even your boss.

To find out more about how to eliminate the marketing execution gap, get in touch.

Example campaigns

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