Marketing teams are busy. Campaigns get launched. Content gets published. Budgets get spent.
But when you ask how these efforts tie to business performance, the answer is often vague – or missing entirely.
This is where most marketing plans go wrong. They’re filled with activity but lack strategic intent. And without that intent, even the best-executed plans fall short.
If your team can’t confidently answer the following three questions, you don’t have a strategy – you have a schedule:
- What is our goal?
- Who are we trying to reach?
- How will we win?
Let’s break down where it typically fails – and how to fix it.
There’s No Commercial Goal
The Gap
Vague ambitions like “increase awareness” or “drive engagement” aren’t strategic goals. They don’t offer direction, accountability, or a link to business outcomes.
The Fix
Reframe objectives in commercial terms. Tie marketing activity directly to metrics like revenue, retention, pipeline value, or market share.
Example:
“Grow market share in the mid-market software segment by 10%” is specific and measurable. From here, you can build your plan backwards.
Quick Win:
Use the Five Whys technique. Take a marketing goal and ask “Why is this important?” five times. It sharpens focus on the real business need.
The Audience Definition Is Too Broad
The Gap
Terms like “SMEs” or “IT decision-makers” might work for media targeting – but not for meaningful engagement. Without a deep understanding of the audience’s pressures, pain points, and priorities, you’re unlikely to influence them.
The Fix
Build sharper personas based on real-world insight, not assumption.
Example:
Rather than “IT leaders at MSPs,” target “operations-focused CTOs at mid-sized MSPs looking to reduce client churn and streamline service delivery without adding platform complexity.”
Quick Win:
Run an empathy mapping session with sales and customer success. Ask:
- What keeps this buyer up at night?
- What would success look like for them in six months?
- What internal resistance are they facing?
There’s No Strategic Advantage
The Gap
A list of tactics: social, email, events… is not a strategy. Without a clear differentiator, your plan blends in. And in the IT channel, that often means competing on price or volume.
The Fix
Articulate what sets you apart, and ensure it’s embedded across your messaging, targeting, and execution.
Example:
“We use proprietary channel insights to become the go-to source for [audience] looking to modernise their infrastructure.”
Quick Win:
Ask your leadership team: “What can we credibly claim to do that no one else in our market does, in this way, for this audience?” Keep refining until the answer is actionable.
Five High-Impact Fixes for Your Marketing Plan
- Anchor to business outcomes.
If it doesn’t support revenue, retention, or expansion, it doesn’t belong. - Prioritise one core segment.
Don’t dilute your focus. Go deep where it matters most. - Be crystal clear on differentiation.
Avoid vague messaging. Say something meaningful – and repeat it. - Set boundaries.
A strong strategy includes what you won’t do. Avoid distraction. - Revisit regularly.
Strategy isn’t static. Review it monthly and adapt based on insight and performance.
Progress Isn’t Activity. It’s Impact.
Strong marketing plans don’t start with a content calendar – they start with clarity. The most effective leaders in the IT channel are those who focus on alignment, commercial outcomes, and strategic differentiation.
So before you greenlight the next campaign, pause and ask:
- What’s our goal – and does it tie to business value?
- Who are we really trying to reach?
- What’s our unique way of winning?
If your team can answer those three questions with confidence, you’re no longer operating on guesswork. You’re building a marketing strategy that works – and earns its place at the leadership table.
Louise Mahrra
Louise Mahrra, Marketing Director at CloudInteract
