Years ago some colleagues of mine built what we thought at the time was the “holy grail” of business marketing. A sophisticated analytical tool that could tell a marketer where to invest, why, and what the return would be in sales productivity. It could also tell them where to cut dollars, why and what the impact would be on the business.
It was an incredible feat of analytical modeling and technology. Built for one of the most respected and well known companies in the world, so the CMO could answer with absolute certainty the CEO’s question: “What am I getting for my marketing spend?” We thought that it was our ticket to the big time and the rocket to ride to explosive growth, but that was not the case.
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