What is the Marketing Execution Gap?22nd March 2018
You have ideas for amazing digital experiences. But can you deliver them?
If no, then like most marketers you are being held back by the marketing execution gap. This is the gap between your marketing strategy and what you can actually get done.
The marketing execution gap holds back growth and it undermines career progression because it prevents marketers from demonstrating their value.
Amigo is committed to enabling marketers to be agile. That is why we have established the five key problem areas that define the marketing execution gap.
MarTech implementation times are a big drag on productivity. In particular, the leading marketing clouds (Adobe, Salesforce, Oracle) take months and often years to implement and integrate with existing technology. MarTech is developing so quickly that marketers are sometimes caught up in seemingly endless cycles of tech upheaval.
While implementing new MarTech holds back marketers, they can also find themselves held back by old technology that simply cannot do what they want. Even things that should be simple become incredibly complicated on insufficient systems. Outdated and inflexible IT is therefore a major contributor to the marketing execution gap.
Overstretched Development Resource
The twin problems above are intensified by lack of development resource in enterprises. Most IT teams are already overstretched and have too many pressing concerns to devote weeks and months to MarTech integration and campaign delivery. This can lead to the purchase of technology that lies unused and to ballooning campaign delivery times as marketers are increasingly forced to work not in marketing, but in IT.
Enterprise-size companies in particular suffer from the ongoing problem of siloed and disorganised data. This makes it difficult for marketers to analyse the success of their campaigns effectively and to know how to improve. This problem is only compounded by vague metrics and increasing suspicions about accuracy. This inhibits marketers because without accurate data they lack a clear indication of how to put their marketing strategy into practice.
Enterprise marketers frequently find that they cannot deliver the campaigns they want because internal stakeholder management becomes too complicated. They also sometimes find it difficult to quantify the benefits of their campaigns in order to convince others within the company. This is compounded by the way a lot of MarTech is built because in its attempts to be comprehensive it intrudes 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 in website experimentation, get in touch.
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