Not defining growth marketing strategy early enough in the innovation process
Lack of alignment in innovation and growth strategies – take a bottom up approach: Consider running marketing and innovation strategy workshop
Basing marketing strategy on existing data and funnels – strategy must be informed by current discovery and data to validate customer and stakeholder engagment, messaging market, product fit, etc.
Lack of agility and responsiveness
Lack of omni-channel performance tracking
Key stakeholder support for growth and innovation strategy
Lack of growth culture that balance profits and impacts
Poorly defined marketing model – test hypothesis, growth cycles, stakeholder messaging, OKRs