In today's volatile news environment, brands must establish clear positions and strategies to remain relevant. Like the three points of contact rule in boating, marketing strategies should maintain strong connections to sales, which should be a primary point of stability. Many marketing teams shy away from direct sales metrics, presenting alternative metrics that lack accountability. This detachment can lead to confusion about performance and effectiveness, highlighting the need for marketing to reinforce its role in driving tangible results.
The marketing approach needs to ensure it directly connects to sales, as sales is a fundamental point of stability in turbulent circumstances.
Marketing teams often neglect the importance of direct contribution to sales metrics, opting instead for less accountable indicators of success.
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