Results

Marketing results don’t add. They multiply and synergize.

Marketing results don’t add. They multiply and synergize.

Marketing /

Most marketing measurement models operate on a simple assumption: effects are additive.  Campaign A drives 100 leads, Campaign B drives 200, so the total impact is 300.  But in reality, marketing often defies this logic. Some efforts multiply the effects of others.  And in some cases, combined initiatives create outcomes that are greater than the […]

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Marketing can’t own the results without a say in the strategy

Marketing can’t own the results without a say in the strategy

Marketing /

There’s no shortage of conversation about giving marketing a seat at the table. Over the years, we’ve seen dozens of articles calling for marketing to be treated as a strategic partner, not just a service department. But the real problem isn’t just that marketing lacks a seat at the table. Even when we’re technically invited,

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