Whether you’re launching a campaign, pitching a new strategy, or refining your messaging, the ability to define the core challenge you’re facing is incredibly helpful. That’s where a problem statement comes in.
In this blog, we’ll break down what a problem statement is, why it matters in marketing, and how you can use proven problem statement templates to align your team and attack problems from all angles. These templates can be used company-wide or on a team-by-team basis, from SEO to PPC while looping in web development and social media, too.
What Is a Problem Statement?
A problem statement is a concise description of a specific challenge or obstacle that needs to be addressed. In marketing, it serves as the foundation for strategic project planning by helping you identify the gap between where you are and where you want to be.
In other words, a problem statement defines what’s not working and why it matters, so you can develop a strategy that actually solves it.
Here’s what a strong marketing problem statement usually includes:
- A clear definition of the problem
- Context or background that explains why it matters
- The impact the problem is having on business objectives
- A hint at what success could look like (without jumping to solutions yet)
Why Problem Statements Matter in Marketing
Marketing directors are responsible for setting direction, allocating resources, and measuring outcomes. But without a clearly defined problem, even the most creative campaigns can miss the mark.
Here’s how problem statements can help you:
Align Your Team
When everyone understands the root issue, it’s easier to collaborate on an effective solution. A good problem statement gets stakeholders on the same page.
Avoid Shiny Object Syndrome
It’s tempting to chase the latest trend or tool. A focused problem statement keeps you grounded and strategic.
Justify Your Strategy
When you can clearly articulate the problem, your solution becomes more compelling. This is especially useful when presenting plans to leadership or clients.
Improve Campaign Outcomes
Defining the problem up front allows you to target the right audience, choose the right channels, and track the right metrics.
How to Write a Problem Statement
You don’t need to overcomplicate it. A solid marketing problem statement should be clear, specific, and rooted in reality.
Follow these steps to write your own:
1. Identify the Core Problem
What’s the actual issue you’re trying to solve? Go beyond symptoms and get to the root cause.
Example: “Our blog traffic is down 25% year over year.”
2. Provide Context
Add background that helps explain the situation. This could include data, market trends, or internal shifts.
Example: “This drop in traffic began after a Google algorithm update, and coincides with a decrease in publishing frequency.”
3. Explain the Impact
What effect is the problem having on your team, goals, or bottom line?
Example: “Lower traffic has resulted in fewer form submissions, which is hurting our lead generation goals for the quarter.”
4. Keep It Solution-Agnostic
This isn’t the place for ideas or fixes… yet. Focus on describing the problem, not solving it.
Problem Statement Template #1: The Simple Snapshot
Use this template when you need a quick, high-level summary of the issue.
[Company or team] is experiencing [specific problem], which is causing [specific impact]. This problem began when [context or trigger] and is affecting our ability to [business goal or objective].
Example:
The marketing team is experiencing a 25% decline in blog traffic, which is resulting in fewer qualified leads. This problem began in Q1 after a drop in publishing frequency and a Google algorithm change, and it’s impacting our ability to meet monthly lead gen targets.
Problem Statement Template #2: The Root Cause Breakdown
Use this when you want to get a bit deeper into the “why” behind a problem.
- What’s happening?
- Why is it happening?
- What is the impact?
- What would happen if we do nothing?
Example:
- What’s happening? Our social ad engagement has dropped by 40% in the last 60 days.
- Why is it happening? Recent creative has lower relevance to our target audience, and the algorithm is deprioritizing our posts.
- What is the impact? We’re seeing less reach, fewer clicks, and higher cost per lead.
- What would happen if we do nothing? Campaign ROI will continue to decline, and our acquisition costs will rise.
Problem Statement Template #3: The Metrics-Focused Frame
This version works well when presenting problems to leadership or clients who want data.
We are currently seeing [metric] change by [amount]% over [time period], due to [reason or assumption]. As a result, [business impact]. Our goal is to [relevant KPI or objective].
Example:
We are currently seeing a 15% drop in email open rates over the last 3 months, likely due to subject line fatigue and list quality issues. As a result, fewer users are engaging with our offers. Our goal is to increase engagement by 20% in Q2 to support our pipeline goals.
Tips for Writing Effective Problem Statements
Here are a few things to keep in mind when creating your own:
Be Specific
Avoid vague language like “we need better results” or “social media isn’t working.” Get into the what, why, and how much.
Use Data
If you can quantify the problem, do it. Numbers help make your case and prioritize efforts.
Focus on the Present
Don’t jump to potential solutions or future outcomes. This is about capturing the current challenge.
Tailor for Your Audience
For execs, lead with impact. For your marketing team, include context. For clients, connect the problem to their goals.
When to Use a Problem Statement
A problem statement is a helpful tool in many scenarios:
- Kicking off a new campaign or initiative
- Conducting a quarterly marketing review
- Re-aligning a team that’s losing focus
- Making the case for budget or resources
- Developing personas, messaging, or positioning
The best part? You don’t have to wait for a big moment. Problem statements are useful even for everyday planning.
Let’s Refine Your Problem Statement Together
As a marketing director, you’re juggling a lot: strategy, execution, team leadership, reporting. A clear problem statement gives you a starting point. It sharpens your focus, strengthens your communication, and sets the stage for smarter decisions.
The templates above are designed to make this process easier. Use them to clarify your goals, align your team, and ensure every campaign you run is built on a rock-solid foundation.
And if you need help defining your challenges or turning them into results-driven strategies, Astute is here to help. Let’s talk about how we can support your marketing efforts.