There’s an old joke about two marketing people.  They’re talking about work and one says to the other, “I know 50% of my budget is wasted, I just don’t know which 50%.”  For most marketing people, the joke is a little too close to home. Sure, almost any marketing person can measure the easy things; I spend X on a webinar, it generated 1000 leads so my cost per lead is $20, it should generate 50 meetings and 10 closed deals. Calculating the ROI on traditional marketing campaigns is relatively straightforward.  But what about the tough things to measure?  Especially … Continue reading →