Marketing Is Like Winning A Hurdles Race

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Marketing Is Like Winning A Hurdles Race

Jumping Over Hurdles Is Hard Work

To Compete The hurdler needs a sprinter’s speed

as well as the technical ability to clear the hurdles. So they train hard

to perfect the right amount of strides and timing.

An Athlete is Aware of It The placement of the hurdles

depends on the length of the race and the sex of the athlete and the

hurdler is aware of these obstacles.

01 (C) Innovatus Marketers Touchpoint LLP

The Hurdler Knows The Rules of the Game

Runners who deliberately knock down a hurdle are disqualified. Runners who

knock over a hurdle accidentally are not disqualified.

Whether the hurdle was downed deliberately is left to the referee’s judgment.


The Same Applies to Marketers

To Compete You need foresight and a “How Might We Approach”, agility as well as the

technical expertise to clear the hurdles and ability to take calculated risks and

perfecting your timing.

Nature of Obstacles Vary Whether you are a rookie (a new

entrant in the market) or an established player, you have to face

the obstacles to stay ahead in the race.


The Key Is To Identify The Obstacles Along The Journey

Translating business objectives into measurable marketing goals.

Problem Overstated projections that business’ will bring in lots of $$$ in a short time.

Problem The offerings are very technical and lack of timely inputs , delays production.

Problem Marketing is not a priority. No stakeholders to approve and provide timely feedback.

Problem

Marketing Goal

Financial Approval

Subject Matter Experts

Buy-In

To arrive at the possible solutions, the marketers needs to be aware of the obstacles.


And To Sweep Over the Hurdle Rather Than Around It…

Problem


Possible Solution

Define business challenges, how it will be solved by the marketing team with SMART (specific, measurable, realistic, achievable and time bound) deadlines.


And Also Determine Possible Barriers To The Proposed Solutions…

You need certain reports and local support to understand the nuances of xxxxxxxxxthe new market.

Unavailability of required tools or support

High entry barrier You are operating in a highly

saturated market. Consequently it is very hard for you to capture

additional market share. So you need to explore new markets.

.

Lack of Expertise You don’t have subject matter

experts available who have the know-how of the new market you

are exploring.


And Arrive At Solutions To Overcome All The Hurdles


Problem Overstated projections that business’ will bring in lots of $$$ in a short time.

Problem The offerings are very technical and lack of timely inputs , delays production.

Problem Marketing is not a priority. No stakeholders to approve and provide timely feedback.

Problem

Marketing Goal

Financial Approval

Subject Matter Experts

Buy-In

Define business challenges, how it will be solved with SMART deadlines.

Solution Sales and Marketing alignment, managing sales & marketing time and spend effectively.

Solution Having a subject matter expert supporting the efforts, building skills in the team as well.

Solution Get buy-in from top and trickle it down to create the desired impact. Have a checkpoints and escalation mechanism.

Solution


Breaking The Barrier Is A Team Effort

To Get Started You Focus on 1. Understand the Changing Buyer Behaviour 2. Strategic Planning 3. Allocation of Time and Resources 4. Skills Needed to Effectively Perform Integrated

Marketing 5. Staying Current in the Rapidly Changing Industry 6. Align Marketing and Sales To Achieve Business Goals 7. Metrics 8. Cost and Return on Investment

Key to creating a thriving and productive team to achieve the business goals: knowledge, collaboration, creativity, and confidence.

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Marketing Team

(C) Innovatus Marketers Touchpoint LLP

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Winning The Race

Winning Customer Loyalty When existing or new clients use our products / services and endorse us and thus increase market share, we know we are

successfully overcoming all the hurdles.

Be Vigilant And Make Necessary Course Corrections Along The Journey To Accommodate Shift in Buyer

Requirements, Underperformance, Sales, Markets , Technology, Company Restructuring


To Help You Jump Over Your Obstacles

Vidya Priya Rao| Founder and Director

+91-8080015500

in.linkedin.com/in/vidyapriyarao

[email protected]

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Marketing Is Like Winning A Hurdles Race