How Much Money Do You Make?

摘要

readers of my blog and those who have seen my talks will know that I am very critical of the old ROI (return on investment) approach to measuring marketing success, which is still popular today. In my days as VP of corporate marketing for a NASDAQ-traded B2B technology company a decade ago, we measured marketing success via "sales leads": the number of people who registered to download a white paper or tossed a business card into a fishbowl at the trade show. In other words, the only thing that mattered in our approach to marketing was how many people "raised their hands" by submitting personal information to us. These were the measures my bosses used in order to gauge my success. I'm regularly told by marketing professionals that sales leads are still the primary metric used today.