Marketing Does Not Cost, it Pays
Radical new business thinking is needed in marketing. Marketers love talking about Return on Investment, yet many do not view their very own marketing initiatives as an investment - rather they consider them to be a cost. Marketing, like sales, should generate revenue. You don't sell or market to break even, you do so to get ahead.
As marketers we shouldn't just talk about metrics, we need to create them. Benchmarks are the first step. Without them there is no effective way to guage the impact of marketing campaigns. Just as importantly, marketing must be willing to invest their time, and money, in developing these measurements and measurement tools.
Let's change the title of this posting to Measurement Doesn't Cost, it Pays.
