October 13, 2009

The Seven Surmountable Hurdles to Marketing Effectiveness

The brief was written by Andrew Pierce, Senior Partner, Prophet. He writes that true marketing effectiveness can be very challenging to achieve. Achieving it requires an organization with the resources and know-how to achieve the fine balance between art and science that it takes to create marketing programs that meet measurable business objectives. These days, making sure this occurs is a mandate more than an option. In a just-completed study on marketing effectiveness by Prophet, 60% of respondents reported their marketing budgets as flat or down for 2007. It forces the issue that spending must be more effective and more efficient. And to that point, over 75% of the survey participants ranked improved marketing effectiveness as one of the top three priorities of their companies. Getting there is challenging, but achievable.