Entrepreneur to Millionaire: How to Build a Highly Profitable, Fast-Growth Company and Become Embarrassingly Rich Doing It

  CHAPTER 9  

Marketing Demand Creation

Sixty-seven percent of marketing efforts are a completewaste of time, money, effort, and resources.

At 11:15 a.m. we had reached the midpoint of a formal Revenue Growth® systems assessment. The executive leaders were embarrassedly absorbing the failure points, disconnects, and missing parts discovered in their company. However, it appeared they were stressing about unpacking and analyzing the next important area to successful revenue growth—the design, performance, and production of their marketing organization.

Before I started asking specific questions about their marketing structure, models, and strategies, I opened with a broad request: “Tell me about your marketing.”

“It sucks,” quipped a leader. ...