Three most common marketing mistakes

Your marketing isn’t measured.

Accounting has an annual audit. Production is continuously tracked. And there are budgets for everything from payroll to pencils. But for some reason, much of marketing goes unchecked. It’s like hitting a golf ball but not watching where it lands. 

You refer to marketing as "sales" and "advertising."

Major shortcoming.  And expensive.  Great marketing connects all the disciplines, from product design to distribution.  Separate any one from the others, and you're working in silos.

Your IT staff is writing copy

The digital era created opportunity for business to reduce costs with in-house services such as graphics, IT support and other tactical operations.  But there is a limit to such efficiencies as these personnel are generally not prepared to deliver the strategic needs of marketing.