Growth from Results
Too often, marketing is perceived as the "party planning" or "money spending" function of an organization. This perception is the result of organizations failing to hold marketing accountable for the outcomes associated with specific programs and investments.
Many marketing practitioners are quick to jump to tactical execution without evaluating strategic marketing objectives and direction. It’s easy to “confuse activity with progress” when sales deadlines are pressing and doing something – doing anything – is better than sitting still. However, at some point, every organization must invest the time to clearly articulate their market position, stake their claim, and then tell their story consistently. Then, and only then, does tactical marketing execution become repeatable and measurable, and most importantly, drive growth from results.
