What is the point in a business investing their hard-earned dollars into marketing?
Marketing builds the road that sales will eventually drive on. Marketing is an investment – not an expense.
Executives who complain about not seeing immediate marketing results are missing the point.
If you don’t invest ahead of time in a highway, your sales team will be forced to bump along on a dirt road.
If your business plan calls for revenue growth tomorrow, then you must build the conduit for delivering it today.