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After the bruising, battering, beating marketers and their companies have taken for the last three years, and with all the seminars, webinars, books, articles and blog posts on how to measure marketing ROI, everyone knows the way to prove the ROI for lead generation programs, right? So if this is true, and everyone knows the way, why do so few take the walk?
I think there is a dose of fear or anxiety over reporting results that might be mixed, and fright that if each lead generation program doesn’t do well, the whole department will be held dreadfully accountable.
(Bodhidharma, woodblock print by Yoshitoshi, 1887.)
Get over it.