This checklist will help you think about possible barriers that you are facing with your brand, product or service. More importantly, it will get you to focus on how do you plan to overcome the profit inhibitors that are impacting your marketing programs?
Do They Apply?
Plans To Eliminate?
|1. Absence of customer oriented thinking|
|2. Inexact or inadequate marketing objectives|
|3. Internal communication failure|
|4. Inadequate distribution planning|
|5. Lack of innovation in product, packaging, etc.|
|6. Budget deficiencies in communications|
|7. Failure to dominate in communication media used|
|8. Misunderstanding customer motivation|
|9. Too generic marketing approach/messages|
|10. Inadequate understanding of market and customer opinion|
|11. Failure to “merchandise” or follow through|
|12. Over-promoting (dealing) or too much “price” concern|
|13. Information loss from management to point-of-sale|
|14. Giving promotion jobs it cannot do|
|15. Watered-down messages due to too much committee approval|
|16. Failure to build-in measuring systems for all plans and programs|
|17. Failure to define – and influence – the corporate image|
|18. Imbalance between communication activities|
|19. Copying competition in communication activities|
|20 Failure to build extra benefits of quality image of product and company or service|
|21. Failure to update marketing strategy/ organization|
|22. Working in silos|
|23. Inflexibility of policies|
|24. Inadequate knowledge of competition|
|25. Lack of or stagnant web and social media content|
|26. Failure to take advantage of “competitive edge”|
What Profit Inhibitors did we overlook that are barriers to your B2B marketing success?