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Marketing Success: Bridging the Gap Between Strategy and Execution

Ever wondered why there’s often a gap between what marketers know needs to be done and what they actually do? Well, it turns out that 77% of marketers attribute this misalignment to organizational silos. The burning question then becomes: how can we overcome this hurdle?

A recent study, conducted by a leading industry player, highlights that a staggering 87% of marketers believe their organizations need an upgrade in hardware and software to achieve better alignment. The key lies in embracing new collaborative technology equipped with content planning, calendaring, visualization, omnichannel content publishing and distribution, AI capabilities, and customizable workflows.

In essence, the key takeaway is crystal clear: Marketers need effective operations to thrive in today’s dynamic landscape.

Nick, an industry expert, aligns with the study’s findings, emphasizing that marketers often express the need for new tools to enhance their capabilities. However, drawing from his extensive client experience, Nick contends that technology alone cannot bridge the gap; it’s akin to choosing a chainsaw to fix a flat tire without understanding the underlying process.

Interestingly, the research also reveals that 77% of marketers identify the existence of too many subgroups within marketing as a significant obstacle to aligning on a unified content strategy.

Dispelling the Misalignment Myth

The study points out a critical issue – the lack of visibility between content planning and execution, leading to challenges in aligning customer experience, marketing channels, and touchpoints into a cohesive strategy. This, according to renowned business thinker W. Edwards Deming, is a serious problem. He famously stated, *”If you can’t describe what you’re doing as a process, you don’t know what you’re doing.”*

However, Nick challenges the research’s use of the term “alignment,” suggesting that it’s used too casually. In his view, businesses often echo the need for alignment without specifying what they don’t agree on or what isn’t represented as a straight line.

Enter “Orchestration”

Nick proposes a shift in perspective, favoring the term “orchestration” over “alignment.” He argues that while a siloed marketing team leader may align with counterparts in sales, demand gen, or the C-suite, they may not agree on content planning and prioritization. Instead of seeking mere alignment, Nick advocates for orchestration – a collaborative and cohesive approach to planning, prioritizing, and strategically creating content.

In his words, *”To get to the great music – the great content – you must define the parts to be played before anyone picks up an instrument.”* In the complex symphony of marketing, effective orchestration is the key to harmonious success.

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