Uniform blog/Why enterprise marketers struggle to deliver at speed: 3 obstacles to overcome
Darren Guarnaccia - Composable Roadshow
Darren Guarnaccia
Posted on Sep 26, 2023

4 min read

Why enterprise marketers struggle to deliver at speed: 3 obstacles to overcome

Enterprise marketers want to deliver unique customer experiences that delight and drive business value. However, they are frustrated by a disconnected tech stack, scattered content and data, and a long wait for deployment—obstacles that hinder the experience-creation process and slow time to market.
What’s holding you back from reaching your full marketing potential? Below, we’ve identified a few of the main obstacles digital teams face every day.  

1. Marketers are disempowered by developer-preferred solutions   

Picture the following scenario.
You’re a marketing manager overseeing a campaign launch to immediately generate hundreds of sales and thousands of online interactions. Once the campaign is live, you soon discover an error on the website. You need to correct the mistake as soon as possible; however, all site changes must go through your development team first—a process that can take hours (or even days) to resolve. 
Does this story sound familiar: small website changes that require IT support tickets to deploy? 
Websites built in ideal developer technologies tend to be too complex for marketers to use. This results in adding developers to the workflow, which introduces additional steps and delays. 
It’s common knowledge that speed can make or break your marketing campaign. Not to mention, businesses and consumers alike expect an experience that’s fast and consistent. 
Even so, your speed to market relies on developers who are working through a deep backlog topped with marketing requests. As a result, time to delivery slows, customers suffer, and employees buckle from frustration.   

2. Content and data are siloed across the organization

General wisdom says collaboration, not silos, is good for business. Yet, well over half of enterprise marketers say that silos and communication among teams are some of their biggest challenges to delivering.
Let’s revisit the campaign example. Your next task is swapping out a hero image that appears on the main landing page, several email templates, and a mobile app. You need to hunt down the right assets and get the right access to the right tools to ensure every marketing touchpoint in your campaign reflects the latest branding. 
Despite your best efforts, you realize you’ve spent half a workday searching for what you need. Much of the content and data you’re looking for is decentralized, stored in different tools and departments across the enterprise. It’s imperative you get these new changes up and running quickly, but you are losing precious time finding and assembling content. 
Without a purpose-built platform that can unify content and data from various sources, enterprise-wide information remains scattered, forcing you to work across multiple platforms to build and maintain a single cohesive experience. 

3. Marketers lack the right (re: visual) tools to succeed

A couple of support tickets and days later, your campaign is off to an encouraging start. Still, you know that future experience updates will call for additional support tickets and extra time that can delay your campaign. 
Furthermore, with digital teams tethered to unintuitive technologies that rely on developer or third-party intervention, enterprise marketers feel disempowered as they lack autonomy in the content management process. Adding to the stress are tight marketing budgets and undersized teams with stretched resources. 
Whether the market is up or down, digital teams must always do more with less—and do it well. And the reality is, marketers are visual creators. To build experiences at speed and scale, they need creator-centric, visual tools they can thrive with, especially regarding Content Management Systems (CMSs)

A solution that clears the path to market

By adopting a purpose-built visual workspace, marketers can build with content visually, blending branded components from like building blocks, creating amazing experiences with data-driven personalization, and publishing everything without support tickets. 
With unified access, more visibility, and greater control over the presentation of your marketing campaigns, you can deliver incredible omnichannel experiences at scale, on time and on budget. Engineering is free to focus on innovation as their digital counterparts move from creation to deployment at lightning speed. 

Don’t let your tech stack hold you back 

As digital teams shrink and budgets fall, you will need to rely on purpose-built tools that support the creative process and enable you to build fast omnichannel experiences without developer support. Consider introducing a visual workspace–one that not only unites your tools and technologies, it allows you to eliminate redundant tools, future-proofs existing investments, and supports frontend experiences through backend tech replacements and upgrades. 
Want to see one in action? Reach out today for a demo of how our Visual Workspace can help you deliver across your omnichannel campaigns.