Archive for November, 2008
Book review – Making the Number
After reviewing Making the Number, there are a number of points about sales benchmarking that apply to our own theories about marketing. The scoreboard for sales professional is and always has been the pay stub – this is the crudest form of sales benchmarking. For marketing, it has always been a bit stickier and [...]
Thinking about the agency model
What companies want most from their marketing agencies is more sales. Yet agencies are not set up to do this. In fact, clients aren’t set up for this either. Agencies earn their fees by trading time for dollars and some earn commissions on media spend or printing. Marketing departments manage their vendors as cost [...]
