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?
(Bodhidharma, woodblock print by Yoshitoshi, 1887.)
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.
Get over it.
Some programs will be stunning and some not so good; it is the average that counts. Lead generation programs always work, it’s just a matter of how great a return each brings. But you can’t take credit for what you refuse to measure. Get over the fear. Marketers are creators of wealth and it is time you took your rightful place in the company. Measure what you manage.
"You can’t take credit for what
you refuse to measure."
If you can’t walk the walk and be held accountable, you are slated to carry out the life of a mediocre marketing manager. And please remember, "only the mediocre are always at their best." 2
Does someone have a story about a company that went from mediocre to successful by measuring what they manage? Please share (no company names please).
(2) Jean Giraudoux(1882-1944) Diplomat and Writer