Why Marketing Often Fails [How to avoid it]
Let’s not beat around the bush: marketing is seriously undervalued in many companies. According to a 2023 Gartner survey, while 75% of CEOs acknowledge marketing’s role in driving growth, only 44% of companies allocate adequate resources to their marketing departments.
We see this all too often. No dedicated marketer in-house? No problem—just hand the task over to the office manager. ‘Can’t they post something on LinkedIn, too?’ Or, there’s a marketer on board, but they’re also expected to fix the printer, send out birthday cards, and plan the Christmas party.
The results? Disappointing marketing performance met with equally disappointed reactions. But should that really be a surprise? When marketing isn’t given the proper investment or focus, things inevitably go wrong. Very, very wrong.
The wrong start: marketing as a cost center
As Peter Drucker famously said: “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation.“ (The Practice of Management, 1954)
So why is marketing still so often treated as a luxury? An expense you ‘tack on’ only when it’s convenient? That’s like expecting your car to keep running without ever stopping to refuel. A well-crafted marketing strategy is the fuel that drives your business forward. It’s not a ‘nice-to-have’; it’s a necessity.
Yet, in practice, marketing often falls to the bottom of the priority list. The result? A half-hearted, inefficient approach that benefits no one. Maybe the office manager takes it on as an extra task, lacking the expertise or focus to do it justice. Or your marketer is expected to juggle everything from social media to event planning, leading to burnout.
And then? Businesses still hope for impressive results. Unfortunately, that’s wishful thinking. A thriving business doesn’t leave its marketing to chance—it makes it a priority.
Where does it go wrong?
Marketing often faces a critical challenge in its positioning within a company. Too frequently, it’s treated as a separate function, relegated to handling social media or coordinating PR efforts. This perspective is where the issue begins.
Marketing is not an island. It should work hand in hand with sales, with the management, with everyone who plays a role in the objectives from the overarching business plan.
- No strategic role : Marketing is often not included in the overall corporate strategy. The result? Random actions without clear direction.
- No cooperation with sales : marketing and sales are often seen as two separate departments, while they should actually work together to support the growth of your company .
- Not a priority from above : if management does not understand what marketing can really mean, it will remain a neglected child.
The solution: start with the basics
It all starts with investing marketing well within your organization. A few tips:
- Think of marketing as an investment, not a cost . Marketing doesn’t deliver instant results, but it does deliver sustainable growth. Give it space to work.
- Get the right expertise . Marketing is a profession. You don’t pass it on to an office manager or someone ‘ who is good with Canva ‘.
- Make marketing and sales partners . Together they build bridges between your company and your customers. Let them strengthen each other instead of working past each other.
- Give marketing a seat at the table. Marketing belongs in the MT. It must contribute strategically and operationally to the company goals.
Who takes the lead?
If you really want to make a change, it is essential that someone takes the lead. This needs to be a person with the right strategic vision and knowledge of marketing. Ideally, this is an experienced marketer or someone who understands the value of marketing and who has the power to translate this vision into concrete actions within the company.
In addition, clear boundaries must be set. Colleagues such as the office manager must learn to say no if marketing is not their responsibility. It is essential that each function has its own focus and that everyone understands where his or her role begins and ends. Marketing is not a job for an ‘all-rounder’; it is a field that requires expertise and focus. This is how the right results can be achieved.