The only real marketing metric we should be concerned about is its ability to drive sales.
That requires a certain level of proficiency to follow through all the way to a closed deal.
Everything else along the way by design should be there to support that process.
Yes, marketing is a process.
One that should have stated goals and outcomes.
One that should be executed consistently and always.
By all means test many forms but understand, marketing is not a one trick pony but a series of considered, well orchestrated tactics to move buyers along a defined path.
Not random acts that tick a box.
