The Real Reason Most Marketing Problems Happen

Let’s be honest. Marketing isn’t magic. It’s not a quick fix, a shiny new website, or posting more on social media. Those might sound like solutions, but most marketing problems don’t come from doing too little. They come from being out of alignment.

And here’s the catch: alignment is easy to assume, but dangerous to overlook. You might think, “Of course everyone knows who we’re targeting, what we’re saying, and how the journey works.” But that’s exactly where teams get tripped up. What feels obvious to leadership or sales may not be clear to marketing, customer service, or new hires. Assumptions create gaps. Taking the time to spell things out (and revisit them often) keeps everyone rowing in the same direction. After all, we all know what assuming does.

The three big areas where alignment matters most are:

• Personas

• Messaging

• Customer journey stages

If even one of these is off, you’ll see wasted budget, campaigns that fall flat, and customers who feel disconnected. The good news? Once you spot the misalignment, you can fix it.

1. Misaligned Personas

Many teams build personas that only scratch the surface. They know the demographics, but not the motivations. They know the job title, but not the job to be done. That’s when you end up chasing traffic that looks good on paper but doesn’t convert.

Earlier in my career, I’ve seen people build marketing strategies around broad keywords like “jobs” and “forklifts.” The site traffic skyrocketed, but the leads didn’t. Why? Because the people visiting weren’t buyers. They were students. We hadn’t gone deep enough with our personas. (Read that again and let it sink in.)

When you get your personas just right, you’re not just shouting into the void. You’re speaking to the people who matter and that connection lays the foundation for everything else.

2. Misaligned Messaging

Another common trap: focusing on what you want to say instead of what your customers need to hear. That’s how you end up with polished websites that still feel empty.

Research shows people need to hear empathetic, problem-focused messages 5–7 times before they trust a brand. Customers want proof you understand them, not just that you have a product to sell.

I once worked with a book printing company that fell into this exact trap. Their content focused on writing tips, which brought in plenty of traffic. But the visitors weren’t looking for printing services, they were writers chasing advice. The message was close, but not aligned. The result? High clicks, low leads.

When your messaging is aligned, people stop skimming and start leaning in. They feel understood and that builds trust.

3. Misaligned Journey Stages

Even if you know your audience and have the right message, things break down when marketing doesn’t match the customer journey.

The biggest mistake? Over-focusing on the decision stage. Too many teams put their energy into “buy now” ads and skip awareness or consideration content. But here’s the truth: according to Gartner, most buyers spend the majority of their time researching before they ever talk to a salesperson.

I’ve seen budgets burned on “buy now” ads for high-ticket products with little to know educational content. Engagement was low, leads were weak, sales teams were frustrated, and the issue wasn’t the product. It was trying to rush the journey. When the journey is aligned, customers move at their own pace, instead of feeling pressured.

Where to Go from Here

Most marketing problems don’t come from lack of effort. They come from small misalignments that add up over time. Those little cracks add up until campaigns feel off, budgets get wasted, and customers check out. The fix isn’t more noise–it’s realignment. Personas, messaging, and journey stages need to work together.

That’s why I offer a marketing audit at Journey Marketing. It’s a clear-eyed look at your personas, messaging, and customer journey to see where things may be drifting off course. Think of it as a reset button, one that helps your team get back to clarity and focus.

If it’s been a while since you’ve audited your marketing, now is the perfect time. Alignment is where momentum starts. Reach out to me today, to make sure your marketing is heading in the right direction.