What problems do marketing audits always find?

Like, when you hire a proper group to do a proper audit on your proper company, what issues turn up over & over?

Philip Kotler & his friends conducted scores of audits in their careers. They reported their rather sobering findings over 30 years ago. And sadly, not much has changed since.

The #1 issue most companies have? They don’t know their customers’ behaviors and attitudes. 

Yeowch. 

That’s a fundamental issue. And it’s one that plagues companies both small and large.

The list goes on from there: useless marketing segmentations. Short-term view of advertising. And finally, not investing in the future — especially people. 

Do all companies suffer from all these things? Of course not. But this is a great list with which to assess your own own enterprise.

Some lessons:

🔸Do a marketing audit — even a brief one.

🔸Check to see if you suffer from the top ten problems.

🔸Then fix stuff! Big stuff first, of course.