November 2010
Beginner
280 pages
6h 49m
English
Content preview from The Secrets of Success in Marketing
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194 PART 3 Don’t keep it secret: get the story across
It’s at this point that integration is not enough. The cam-
paign proposition has to penetrate far deeper within the
business, beyond generating a lead. This
places a fundamentally different emphasis
on the role of the marketing function and
their agency. It’s no longer enough to base
campaign success on the volume of leads.
What’s critical is the conversion ratio and quality factor of
business wins.
Joined-up marketing places a far greater emphasis on
the whole sales process, ensuring that all parties use the
core creative messages in a relevant, as well as
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.