Is marketing a waste of money?

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Given the economic turmoil of the last few years, it’s easy to understand why so many companies have scrutinized their marketing budgets. “How much are we spending?” “What kind of results are we getting?” “Can we get by with less?”

A recent case study in Forbes reports on a company that asked those questions and then spent two years tracking the impact of their marketing efforts on sales. Their conclusion?

[M]arketing can identify new buyers and influencers, increase the number of opportunities reps see, improve a buyer’s perception of sales coverage, and enable the sales force with the right value proposition at the right time to win the deal.

This is good news for any company questioning its marketing ROI.

(The bad news, unfortunately, is that just because marketing isn’t a waste of money doesn’t mean marketing money isn’t being wasted on strategies and tactics that don’t deliver.)

To read the rest of the article, click here.

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