Here are 3 problems most marketers have even though they’re not aware that they have them -- along with solutions to resolve each problem.
Problem 1: Providing solid justifications for marketing-related decisions.
The Solution: Learn which data sources are relevant to your decision making process. Collect that data continuously. Learn how to analyze the data. Use it to make decisions. And create a feedback loop into your analytics process. By doing this, you’ll be able to know -- and justify -- the true value of your marketing decisions and efforts, as well as the true value that you add as a marketer.

Problem 2: Not understanding each audience member’s buying decision process.
The Solution: Know your audiences. Study them. Listen to them. Observe them. Interact with them. Know their goals and dreams as well as their fears and pain points. Do not merely examine HOW they make the decisions they make, but also discover WHY they operate the way that they do. You cannot effectively communicate with people if you don’t understand them. And if you can’t effectively communicate with them, you won’t be able to effectively serve them and provide them with maximum value. Knowing your audiences, their processes, and their reasons behind their actions will move your marketing to the next level.

Problem 3: Acting as though marketing is isolated from sales.
The Solution: Integrate thoroughly from the top of your funnel to the bottom of your funnel. Track specific customer journeys and measure conversion efficiencies throughout the entire journey, with the understanding that the company’s costs at particular stops in the funnel should affect which conversion rates should or should not be increased. There has to be an integration of planning, activities, reporting, and analysis if you want to optimize productivity.

If today’s marketers don’t correct key problems within their teams by utilizing digital technologies, they’re bound to experience reductions in market shares, profits, and other success metrics.

Marketers need to know their audiences, integrate their marketing and sales functions, and create comprehensive data analysis systems so that they can justify not only their marketing decisions and actions, but their very existence as marketers as well.

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