Objectives Are Everything
Wednesday, May 31st, 2006Here’s an excerpt from my latest article for Chief Marketer. The article in its entirety is here.
Quick, list the objective for the next marketing dollar you spend. Is it quantifiable and time-bound? Is it something other than “increase revenue”? I talk to dozens of companies about improving their business through relationship marketing and find that developing clear financial and marketing objectives is the most productive step in the discussion.
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