Marketing is like winning a hurdle race. All hurdles must be passed without any errors/mistakes to get the optimal results based on the effort invested.

1. 01
Marketing Is Like Winning A Hurdles Race

2. Jumping Over Hurdles Is Hard Work
To Compete
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.
An Athlete is Aware of It
The placement of the hurdles
depends on the length of the race
and the sex of the athlete and the
hurdler is aware of these obstacles.
01(C) Innovatus Marketers Touchpoint LLP

3. The Hurdler Knows The Rules of the Game
Runners who deliberately knock down
a hurdle are disqualified. Runners who
knock over a hurdle accidentally are
not disqualified.
Whether the hurdle was downed deliberately is left to the
referee’s judgment. 02(C) Innovatus Marketers Touchpoint LLP

4. The Same Applies to Marketers
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.
Nature of Obstacles Vary
Whether you are a rookie (a new
entrant in the market) or an
established player, you have to face
the obstacles to stay ahead in the race.
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5. The Key Is To Identify The Obstacles Along The Journey
Translating business
objectives into
measurable marketing
goals.
Problem
Overstated projections
that business’ will bring
in lots of $$$ in a short
time.
Problem
The offerings are very
technical and lack of
timely inputs , delays
production.
Problem
Marketing is not a
priority. No stakeholders
to approve and provide
timely feedback.
Problem
Marketing
Goal
Financial
Approval
Subject
Matter
Experts
Buy-In
To arrive at the possible solutions, the marketers needs to
be aware of the obstacles. 04(C) Innovatus Marketers Touchpoint LLP

6. And To Sweep Over the Hurdle Rather Than Around It…
Problem
Translating business objectives into
measurable marketing goals.
Possible Solution
Define business challenges, how it
will be solved by the marketing team
with SMART (specific, measurable,
realistic, achievable and time bound)
deadlines.
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7. And Also Determine Possible Barriers To The Proposed
Solutions…
You need certain reports and local
support to understand the nuances of
xxxxxxxxxthe new market.
Unavailability of required
tools or support
High entry barrier
You are operating in a highly
saturated market. Consequently it
is very hard for you to capture
additional market share. So you
need to explore new markets.
.
Lack of Expertise
You don’t have subject matter
experts available who have the
know-how of the new market you
are exploring.
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8. And Arrive At Solutions To Overcome All The Hurdles
Translating business
objectives into
measurable marketing
goals.
Problem
Overstated projections
that business’ will bring
in lots of $$$ in a short
time.
Problem
The offerings are very
technical and lack of
timely inputs , delays
production.
Problem
Marketing is not a
priority. No stakeholders
to approve and provide
timely feedback.
Problem
Marketing
Goal
Financial
Approval
Subject
Matter
Experts
Buy-In
Define business
challenges, how it will
be solved with SMART
deadlines.
Solution
Sales and Marketing
alignment, managing
sales & marketing time
and spend effectively.
Solution
Having a subject matter
expert supporting the
efforts, building skills in
the team as well.
Solution
Get buy-in from top and trickle
it down to create the desired
impact. Have a checkpoints and
escalation mechanism.
Solution
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9. Breaking The Barrier Is A Team Effort
To Get Started You Focus on
1. Understand the Changing Buyer Behaviour
2. Strategic Planning
3. Allocation of Time and Resources
4. Skills Needed to Effectively Perform Integrated
Marketing
5. Staying Current in the Rapidly Changing Industry
6. Align Marketing and Sales To Achieve Business Goals
7. Metrics
8. Cost and Return on Investment
Key to creating a thriving and productive team to achieve the business
goals: knowledge, collaboration, creativity, and confidence. 08
Marketing
Team
(C) Innovatus Marketers Touchpoint LLP

10. 01
Winning The Race
Winning Customer Loyalty
When existing or new clients use our products / services and
endorse us and thus increase market share, we know we are
successfully overcoming all the hurdles.
Be Vigilant
And Make Necessary Course Corrections Along The Journey To Accommodate Shift in Buyer
Requirements, Underperformance, Sales, Markets , Technology, Company Restructuring
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11. To Help You Jump
Over Your Obstacles
Vidya Priya Rao| Founder and Director
+91-8080015500
in.linkedin.com/in/vidyapriyarao
vidyapriya.rao@marketerstouchpoint.com
Contact Us