I haven’t discussed measurable marketing initiatives yet, which is a shame because it’s one of the most important “fuzzy business decisions” that most companies assume don’t require hard analysis, measurement and good business judgement. There is a long-standing (and important) debate around whether creative advertisements achieve the stated objective of the advertising campaign. I don’t know the answer to this question, and I suspect the answer is frustratingly along the lines of “it depends”. However, an easier debate is:
Are the stated objectives of marketing campaigns sufficiently closely related to critical business goals?
The answer is often “What business goals? This is just marketing.” This answer simply isn’t good enough.
Larry Bodine, who writes a blog that attempts to coax and drag law firms into the New Age of marketing professional services, had an interesting piece on the importance of measurable results from Chief Marketing Officers for law firms. His post is written more from the perspective of the budding new CMO, but it’s an interesting read for anyone looking at measuring marketing success. His article made me realise that I need to give this topic some more attention over the next few weeks. More on this later then.