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It can be exciting to start a new marketing project (or any project).  There’s a lot of blood, sweat, and tears that go into it.  And, you might have some big dreams for it – a steady stream of leads, a jump in revenues, an easier marketing process…

But, like with many great things in life, there are risks.

The risks lie primarily with people.  That includes employees, management, and yes, even you.

If that isn’t a risk, there’s a chance that technological risk exists.  I find this one to be a bit more straight-forward and easier to manage, but it is something that you need to take care of before you even start on the project.

In this short video, I’ll walk you through some of the main risks you will face on your upcoming marketing project.


You will face risks when you create any new project of significance.  Let’s assume its a new marketing project or campaign.  People will push back, resources will be strained, and a sense of uncertainty will exist through every stage.  You just need to prepare for the risks.

So what are the risks?  Well, people who need to learn new technology may be resistant.  Same goes if they are losing responsibilities, or even if responsibility is added because of this campaign.  A financial and logistical risk with the project itself is if you need to hire more help or outsource help because of extra work or more complex needs.

Another example of a risk is having to entirely reconsider your sales funnel as it is.  A major project can be a great way to kind of “audit” your current marketing system, but that adds work if you find areas that need improvement.

And we need to consider technology.  Consider what you are using now and what you might want to add in.  For example, what if the new project is something like a marketing automation, a CRM system, or call tracking?  How can those systems work with what you have now – and where should you expect a problem?

Let’s use an example: Let’s say Tom’s accounting firm is a small but growing business.  He uses Excel for his Customer Relationship Management software now, but that isn’t enough for him and his team.  He also uses MailChimp to broadcast emails on his monthly newsletter.  These may be fine for a small business, but Tom wants his firm grows, so he needs to upgrade his tech.

Tom might try a full CRM software that allows him to keep detailed records of his clients as well as sending emails in a more intelligent way.  It’s a huge jump forward in possibility.

But there’s issues along with these new capabilities…

  • Employees feel threatened by having to learn new technology
  • Employees feel threatened by tech replacing their jobs
  • Transitioning from two programs into one means data may overlap

The best way to combat risk is to do your research, involve your team in the project, and consider ease of adoption when you build this new project.  Look ahead to potential risks, continue to communicate the benefits to your staff and peers, and be ready to handle situations.

Unfortunately, there’s too many possible risks for me to tell you what to do in every situations, but the key to it all is in these three points: do your research, involve your team, and consider ease of adoption.  You know you are taking a positive step forward for your business, so make sure that message is apparent in what you do and say.

If you have are working on an upcoming project and have concerns about risks you face, leave a comment below the video and we can try to help you through it.

Thanks – and good luck on your project!


David J. Bradley is the Best Selling author of Getting Digital Marketing Right and Managing Director of Primal Digital Marketing. He is an entrepreneur dedicated to the growth of his clients, his team, and himself. To learn more about David, click here.