Marketing is Winning a Hurdle Race
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For a company’s product/service to be successfully reaching its intended audience, it passes multiple hurdles internally and externally. All hurdles must be passed without fault to get the optimal results from the effort invested.
Jumping Over Hurdles Is Hard Work
An athlete (hurdler) is aware that jumping over the hurdles is hard works. She/he knows the placement of the hurdles depends on the length of the race and their sex. To compete and win in the race, 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 in order to win the race. She/he is also aware of the rules of the game – if they deliberately knock down a hurdle they will be disqualified.
The same applies to a marketer. Whether you are a new entrant in the market or an established player, you have to face the obstacles to stay ahead in the race. 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.
The Key Is To Identify The Obstacles Along The Journey
Like the athlete is aware of the hurdles, as a marketer, it’s important that you identify the obstacles along the journey and the potential solutions to overcome the same. But it doesn’t stop here…you need to drill down and identify possible barriers to the proposed solutions. To overcome the hurdle, you would need to sweep over the hurdle than rather around it.
Take a look at this presentation:
Breaking The Barrier Is A Team Effort
For the marketer/ marketing head, the most important internal hurdle is not getting the buy-in from the management, subject-matter experts, and sales; as your marketing department can’t work in isolation. It’s important you realize what’s preventing them (the employees) from fulfilling their commitments towards the marketing programs. It’s not very difficult to get the organization committed towards your efforts; all it requires is some thoughtfulness, strategy, follow-up and a feedback mechanism.
While as marketing professionals, you and your team will play a bigger role for achieving your marketing goals, by
- Coming up with great ideas and roll-out focused campaigns to attract and connect with the target customers
- Strengthening the presence of your brand.
To an outsider, this may all look easy. But your marketing accomplishments depend on the training and work-outs you and your teams would do, like the athletes to keep fit. The key to creating a thriving and productive team to achieve the business goals is: knowledge, collaboration, creativity, and confidence.
Remember, no one said this is going to be easy ‘To Win The Race’
You need to be vigilant, and make necessary course corrections in the playing field, to accommodate shift in buyer requirements, underperformance, sales, market shifts, technology, company restructuring etc. But that’s what makes finishing the race that much sweeter. That’s why I say, “Marketing is Winning a Hurdle Race”.
Innovatus Marketers Touchpoint LLP is a customer experience, marketing, service design, design thinking and business innovation consulting firm, based in India. We offer go-to-market and digital strategy consulting and help our clients rethink and redesign customer and employee value in the digital era. We offer design thinking workshops and consulting, tailored to enable, accelarete or transform your business. We are laser-focused on the problem at hand and your opportunity space, and optimize process to make design thinking and service design principles accessible to your employees who’ve never done it before or stuck-up, and provide “just adequate” theory to help you get moving and achieve outcomes.
You may reach out to Vidya Priya Rao @ +918080015500 or email @ vidyapriya.rao@marketerstouchpoint.com
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