All know the way; few actually walk it. ~Bodhidharma
Bodhidharma was a Buddhist monk who lived during the 5th/6th century CE. (1) His famous words echo today for marketing. This blog entry has been one of the best read of our 1205 blog entries and 145,641 views. We have repeated it three times in eleven years. It is also one of the shortest we have published.
Of course, this applies to Buddhism and the long sought after burst of enlightenment, but it also applies to many everyday life goals.
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?
There has always been a dose of fear or anxiety over reporting results that might be mixed, and fright that if a lead gen 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.
Why it's Important
"Marketers are creators of wealth and it is time you took your rightful place in the company. Measure what you manage."
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
(2) Jean Giraudoux(1882-1944) Diplomat and Writer
(Bodhidharma, woodblock print by Yoshitoshi, 1887.)