The KPI mentality can stifle marketing creativity and responsiveness, leading teams to tinker excessively with campaigns before they launch, rather than focusing on optimizing them once live.
Sorin Patilinet from Mars Food emphasizes that pre-testing correlates poorly with actual sales. He asserts that campaigns should be launched and optimized in real-time instead of seeking perfection beforehand.
The legacy of performance marketing is hard to shake, as many organizations remain fixated on early-stage metrics rather than the ongoing optimization that drives real success.
It's crucial for marketing teams to recognize that the real value lies in the continuous adjustments made during a campaign’s execution rather than perfecting it at the start.
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