Mixing up marketing strategy and annual planning
These two things are not the same. “Marketing strategy” is a multi-year plan (three- to five-year) involving a set of decisions and investments. “Annual planning” is a roadmap for the year to support the marketing strategy.
Misunderstanding what’s needed from marketing
Marking leaders will sometimes interpret what the business wants from the marketing department when pulling together the marketing strategy. This may be because the business’ strategic vision is unclear. And, it results in marketing being able to demonstrate marketing’s value.
Developing a marketing strategy that’s not fully aligned with business partners
Marketing leaders need to be fully aligned with sales and product leaders when developing the marketing strategy. These departments need to agree on where the business is heading in the next three to five years.
Failing to align within the marketing department
When leaders of sub functions under the marketing umbrella don’t understand the long-term strategy, they make their own.
