Eli Goldratt, author of the Goal and many other fantastic business books, said:
"The role of marketing is to bring sitting ducks to the sales force".
I love that definition of the role of marketing in your business.
Effective marketing includes the ability to measure your results.
You need good information on the cycle from lead… to prospect… to customer so you can measure the effectiveness of your marketing efforts.
I encourage you to put a process in place to begin tracking your marketing efforts and create some simple metrics to help you evaluate, monitor, and improve your marketing results.
You are probably spending a lot of money on marketing every month, right?
Let's make sure it's producing profits and helping you drive cash flow higher and higher every year.
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