Nathan Zaru
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Performance

8/17/2012

 
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Marketing should be designed to perform:  it is the marketer's duty to bring new customers and optimize existing ones.  This is how I approach every company I work with.  I'm thrilled to be in the industry I'm in but I see a lot of marketing professionals totally missing the point.  A great article by the Harvard Business Review illuminates the problem well:

In a devastating 2011 study of 600 CEOs and decision makers by the London-based Fournaise Marketing Group, 73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth, 72% are tired of being asked for money without explaining how it will generate increased business, and 77% have had it with all the talk about brand equity that can't be linked to actual firm equity or any other recognized financial metric.

Although it's a sad trend I'm happy to see that I'm not the only one that has noticed.  While brand equity is great, it should be the natural by-product of effective marketing -- not an end in itself.

Build. Sell. Measure. Optimize. Repeat. 


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