Reading through Roy Young of MarketingProfs' latest eBook, "The Top 10 Biggest Mistakes Marketers Make," I'm amazed at how many issues are pervasive in marketing departments large and small.
Here are some of the perennial bugaboos that you might find in your company:
Mistake #2 - Using metrics that don't matter to top management
How many marketing meetings have you been in where people were slapping high-fives to one another over 80% email open rates, 25% click through rates, 10% response rates? Impressive stats? Yes. But share your enthusiasm with your sales colleagues and chances are you'll get a pasted one smile as they silently beg you to stop talking so they can ask you for my squishy ball giveaways for a client meeting.
Making sure that what you are reporting is what the person you are reporting it to cares about -- that's pretty key.
Mistake #8 - Swallowing fads unthinkingly
Oh man, I've got to write a separate post on this one. WAP, Wikis, Second Life, Facebook, Twitter, Podcasts, Vodcasts and of course, blogs. So many marketers fall prey to what I call the "In Flight Magazine Syndrome," that is, someone at the company reads about some hot new trend in an airline magazine on a cross-country flight and suddenly your entire marketing department is barreling headlong into a project for which there is no real business need, no hope of executing successful, and no reasonable form of measurement (ask me to tell you my "grid computing" and "knowledgebase" stories some day over a beer).
Anyway, it's a good read. You can read the other eight mistakes and Roy's great commentary when you download the document here.