Why aren’t Marketers able to Transform the Demand Generation Practice?
This article will discuss the common reasons why marketers are challenging to transform their demand generation practice.
It is pretty standard that the heads and the c-suite level officers need immediate results in many organizations.
Despite knowing why the past approaches failed and how the newly recommended strategy can get everything back on track, they don’t give the time required to implement the new plan.
They refuse to accept that a strategic, buyer-centric demand generation approach and getting on the road to a transformational demand process approach will not occur in a few days or weeks.
Because of such a leader’s impatience towards the timeline, even the best plan is left unexecuted.
Lack of Leadership
Many employees in the mid-level position find it hard to get cooperation from other teams such as the IT team and the sales team when their leader is not strongly supporting them.
You need these teams to cooperate with you to get a clear picture of the current sales approach and how the technologies were used.
This would help you decide whether you should start from scratch or continue with the existing approach with some changes incorporated.
If you want to transform your approach to demand generation, some changes will not be limited to the marketing team alone. And for this change to happen, you need strong leadership.
Pride of Ownership
Everybody loves their creation and has pride in their work.
How do one’s pride or ownership interfere with the ability to transform?
Suppose that you conducted the audit of content architecture and found that the content was crafted with a significant focus on the product and the company.
Now, you tell them we have to create content more focused on the buyer’s journey.
How do you think they’ll respond to you?
They will feel offended.
They believe that they have created great content investing lots of effort and time and feel attacked and will be inclined to defend their position.
Take another example where you have done an audit on the email list quality and found that the list is not healthy; it contains email addresses that don’t exist.
Again, when you tell them that they have been targeting the wrong audience all these years and that has affected the brand’s credibility, they will feel offended.
Hence, the pride of ownership is a roadblock to the transformation process in many organizations.
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Fear of Change
In many companies, despite knowing that there is a need to transform their approach or process, the business leaders still refuse to embark on the journey to success.
It sounds funny but feels tragic that they expect the results to improve by staying in the status quo.
Looking for Shortcuts
It’s pretty standard for people to look for shortcuts to speed up the transformation process. However, the truth is that the process of transformation cannot be cut short if you want a successful outcome.
As a B2B marketer, you must empower your team to carry out the process differently, properly.
If you want the transformation to be successful, everyone involved in the change process should understand that not all the work done in the past is effective for the future.