As a recent fractional cmo, I believe Marketing Is Fragmented and broken. 

A long time ago when I had my IT consulting business, computer systems would start to run slow. 

The solution: Run a tool called a disk defragmentation. 

What would this do? Depending on how large the hard drive is, it would go through and clean up all the  unnecessary files that build up over time and organize things so the system can run quicker. 

End user customers would be surprised on how this would help them and get back up and running. 

The system would then run fine after running super slow. 

The same concept applies to marketing. 

There can be a lot of fragmented marketing tactics happening and just because someone says to do this or do that. This approach can be great marking team. Them become order takers. 

Not only does the marketing team end up functioning like an internal agency for other departments but also they have to do their core functions of 

Supporting the brand, 

Supporting customers, 

Strategic objectives, 

data analysis, 

key insights, 

KPI’s, 

etc.  

Many times Marketing is building bridges and educating other departments on exactly what goes in to “doing marketing.”

But I digress. 

Pro Tip for 2024: 

let’s defragment our marketing and focus more on the core 2 to 3 critical success factors that really drive customer acquisition, customer retention and revenue. 

With positive ROI of course. 

Speaking of ROI- Would you like to get the pre-order of my upcoming ebook?  

Maximizing And Navigating Marketing ROI in 2024: A CEO’s Guide to Measuring Marketing Success

Here’s to your continued success in Marketing.  

JRF