Have you found that special place that I like to call your profit zone? If you have a financial background, you might assume I’m talking about the space between revenue and expense. That’s not hard to hard to locate, on paper at least. It’s a simple equation: increase revenue, reduce expenses, and profit grows. In practice, finding […]
Read moreFrequently clients ask me to help them develop ROI models and marketing metrics that serve as a foundation for effective decision-making. I’m glad they do, because understanding value returned from marketing investments is essential to a successful marketing effort, and it’s not as easy as it seems. A sound approach to measuring marketing ROI sits […]
Read moreThe trouble with marketing? Everyone is doing it. That’s not a surprise. Marketing is imperative for a business to grow. Without some sort of marketing, how will customers find you? Unless you’ve got a super-exclusive business that trades on being best-kept secret, marketing your business is essential. Because it’s so important, feelings about marketing run […]
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