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Three Major Marketing Mistakes – and How to Avoid Them
By: The Drum
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The practice of marketing has changed dramatically over the past 20 years, and I’ve been fortunate to witness the transformation while serving as a marketing executive for some of the world’s leading brands. The rise of digital marketing platforms has certainly been a gamechanger from the customer-facing marketers’ perspective. But internally, the rise of data as a factor in driving decision-making — not just within marketing but across the organization — is every bit as important.

Business intelligence and automated marketing solutions have fundamentally changed marketing, as everyone in the business understands. However, too many marketing teams haven’t taken the next logical step and integrated their data and efforts with other departments, most notably, sales. At a basic level, too many companies don’t yet recognize that revenue creation is a value chain that spans across the organization, and that leads to significant pitfalls. Here are three marketing mistakes and how to fix them:

Mistake #1 — Measuring marketing based on leads instead of revenue

Sometimes marketing programs generate a great response that doesn’t automatically translate into new business. Therein lies the danger of measuring marketing based on leads instead of on revenue. Unfortunately, I've seen this happen when the fulfillment piece or offer is too attractive — the amazing party, the promotion with fabulous book, etc. And that’s all well and good if the lead is immediately converted into revenue.


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About the Author
This article was published by The Drum. A link to the original appears at the end of this post. www.thedrum.com
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