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How Technology Marketing Teams Face Unique Challenges

Updated: May 8, 2023



Marketing teams in IT, telecoms and online media companies are facing unique challenges in today's fast-paced and rapidly evolving technological landscape. With the increasing competition from well-established players, marketing teams need to adopt a different approach to learning and development.


The right training and coaching can help technology-focused companies build highly motivated and empowered teams, with agile and collaborative capabilities. These teams can handle conflict maturely, improve communication and trust, develop intercultural competence, create successful change processes, retain key talent and achieve high-performance outcomes.


Equipping In-house Technology Marketing Teams


To overcome the challenges in today's market, technology-focused companies need to equip their in-house marketing teams with the right tools and training. A high-performing technology marketing team needs to possess a strong understanding of what it takes to succeed in the fast-paced world of technology marketing. Here are some key areas that require attention:


Building a Strong Team Culture


A high-performing technology marketing team needs to be agile, collaborative and have a strong sense of unity and accountability. Building a winning team culture that promotes positivity and support can lead to higher productivity and better results. To achieve this, companies should:


  • Define team values and mission

  • Establish clear communication channels and protocols

  • Encourage collaboration and teamwork

  • Provide opportunities for professional development and growth


Focusing on the Customer Journey


To build effective marketing plans, companies must focus on the customer journey. Understanding the stages of the customer journey and creating content that speaks directly to the customers at each stage can ensure that marketing efforts are targeted and effective.


Key areas to consider are:

  • Understanding the stages of the customer journey

  • Creating content for each stage of the journey

  • Mapping out the customer journey and identifying gaps

  • Measuring success at each stage


Taking an External Perspective


To differentiate yourself in a crowded market, companies need to take an external perspective when developing marketing strategies. By gathering insights from customers, competitors, and industry best practices, companies can identify opportunities and stand out in a crowded market. Key areas to focus on include:


  • Gathering customer insights through surveys and feedback

  • Analysing competition and identifying strengths and weaknesses

  • Researching industry best practices and trends

  • Incorporating external insights into the marketing strategy


Building Resilience


The fast-paced world of technology marketing can be stressful and challenging. Building resilience and maintaining motivation and momentum in the face of obstacles is crucial. Developing a growth mindset, building a strong support network of colleagues, mentors, and coaches, developing coping strategies for stress and burnout, and embracing change and learning from failure are all important factors.


TechGrowth Advisor's Free Marketing Team Healthcheck Call


To achieve high-performance outcomes, technology-focused companies can benefit from TechGrowth Advisor's Free Marketing Team Healthcheck Call. This assessment with Michael Williamson is designed to help companies determine the effectiveness of their marketing team and identify areas where coaching and training are needed to achieve high performance. The assessment is built around 10 key areas that technology marketing teams need to build capability in, to drive high-performance.





The 10 Key Areas


The 10 key areas of focus in the assessment are:


  • Customer Insights

  • Customer Journey

  • Competitor Analysis

  • Sales Collaboration

  • Relationship with Other Functions

  • Mission and Values

  • Communication and Collaboration

  • Professional Development

  • Mindset and Support

  • Learning from Failure


By completing the healthcheck, technology companies can gain valuable insights into the strengths and weaknesses of their marketing team and receive customised recommendations to improve their marketing efforts.


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