Marketing’s Challenge

You've realized your company needs a marketer, or maybe you have one of two people "doing" marketing, and it's time to get serious about it.

You hire an experienced marketing leader (maybe a VP or a CMO) to take over marketing and turn it into a revenue driver. You may want them to leverage AI and figure that out for your business. Should spending all this money be able to add 30% to the pipeline by the end of the year? For many experienced marketers, this job sounds exciting.

Then, after the first few months, several issues are raised:

• Huge martech debt 

• Siloed departments 

• Not enough resources 

• Marketing is sales support at best 

• New initiatives take forever to roll out 

• C-level doesn't understand what marketing does 

• Marketing has never measurably contributed to business metrics

In today's digital transformation phase, companies can expect challenges that significantly impact their return on investment timeline. Many marketing leaders experience a disconnect between the anticipated outcomes and the time required to develop effective marketing strategies.

This disconnect is one reason marketing leaders tend to have shorter tenures, averaging around three years. They often face burnout, choose to leave, or get dismissed because achieving quick ROI is unrealistic.

Companies must realistically assess their current marketing performance and understand what results can be reasonably expected. Pursuing fleeting trends, such as artificial intelligence, or holding unreasonable expectations, like a 30% increase in pipeline growth, can lead to continuous disappointment and frustration.