Navigating Blind Spots: Insights from an Experienced Marketer

Ojas Kulkarni  
Global Chief Marketing Officer , Cedar Management Consulting International

Ojas Kulkarni serves as the Global Chief Marketing Officer at Cedar Management Consulting International, where he spearheads global marketing strategies, branding, and client relations. His expertise in consulting and marketing helps in positioning the company as a leader in management consulting, enhancing its global footprint and client service capabilities.

In today’s fast-paced business landscape, where competition is fierce and budgets are tight, B2B professional service providers face a critical challenge: How can they make the most of their marketing efforts while working with limited resources? This question is at the heart of my doctoral research, where I study the influences of various marketing tactics on purchase decisions made by B2B buyers. It’s a topic of great relevance as we step into 2024.


I’ve witnessed the ever-evolving marketing strategies, tactics, tools, and models over the past 2 decades. Here are some insights from my research and personal experiences on how businesses can navigate blind spots – those areas we might overlook, underestimate, or completely ignore while building a marketing plan.


  • Customer-Centricity: One common blind spot is losing sight of the customer’s perspective. It’s easy to get caught up in internal intentions, processes, and strategies, forgetting that the customer ultimately decides. Continuously seek feedback, question your hypothesis, conduct surveys, and engage with your audience to stay aligned with their needs and expectations.
  • Evolving Technology: The rapid pace of technological advancement creates a knowledge gap, leading to blind spots. Staying up-to-date with the latest marketing technologies and trends is crucial. Embrace emerging tools that can enhance your marketing efforts, e.g., AI-powered analytics, to speed up your response time and transparency.
  • Diversity and Inclusion: Inclusivity is an often underestimated factor in marketing. Ensure that your marketing campaigns are diverse and inclusive. Represent various backgrounds and perspectives to resonate with a broader audience. Ignoring this can alienate potential clients. 
  • Data Privacy: Safeguarding customer data is paramount and the repercussions of not adhering to it can lead to legal and reputational issues. Stay compliant with data protection regulations and communicate your commitment to data privacy.
  • Competitive Intelligence: Overlooking your competition can be detrimental. Regularly analyse what your competitors are doing. Understand their strategies, strengths, and weaknesses. This insight can help you position your services more effectively.
  • Content Overload: While content is essential (and still is the king!), there’s always enthusiasm for generating excessive content that overwhelms your audience. Focus on quality over quantity. Tailor your content to address specific pain points and ensure it’s easily digestible. Make it crisp and direct.
  • Adapting to Change: Marketing strategies must evolve with the times. Stagnation is a roadblock that can hinder growth. Be agile and willing to adapt your strategies to emerging trends and shifts in your industry—even if you have to let go of your favourite creativity!

  • Risk Management: Every strategy carries risks. Conduct a thorough risk assessment for each campaign and have contingency plans in place.
  • Employee Advocacy: Your internal team is a powerful marketing asset, yet everyone ignores it. There cannot be a more effective brand advocate than your company employee. When they believe in and promote your services, it can significantly impact your brand reputation. As David Packard once said, “Marketing is too important to be left to the marketing department!”
  • Data-driven Marketing: A common mistake is not accurately measuring campaign performance or focusing on irrelevant metrics. Use data extensively to measure and monitor marketing. Segregate input, output, and success metrics across the top, middle, and bottom of the funnel. Use AI tools to track KPIs. Finally, review the data regularly to refine your strategies.
  • Ethical Marketing: Ignoring ethics can deter your brand’s reputation. Be mindful of the ethical implications of your marketing campaigns. Transparency and honesty should be at the core of your strategies.
  • Long-Term Relationships: It is easy to focus solely on short-term gains. However, nurturing long-term client relationships and building trust can lead to repeat business and referrals.


These insights, gleaned from my research and practical experience, serve as a guide to help avoid common blind spots and make informed, strategic marketing decisions.