Marketing Will Always Be About Learning and Changing
Measurement
Too often, marketing goals sit in a strategy never to be reviewed again. That’s a disaster. Worse still, there are no defined marketing goals.
We work with lots of companies and executives who have no idea what success looks like for them. We ask them, “If we’re sitting here a year from now high-fiving because the marketing effort has been so successful—what does that look like?” There are only three real answers. The most common is that people have no idea. They have never been asked the question or even really thought about the answer. The second most likely answer is some sort of vague, unrealistic definition of success that is along the lines of, ...
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