HAVE YOU CALCULATED THE ROI—FOR YOUR POSITIONING TARGET?
Every once in awhile you'll hear someone in your company's management ask a marketer something like this, "So you are recommending that we do such and such. If it were your money, would you still invest it as you’re recommending?" Actually, it's a very good question…but one that almost nobody can ever answer honestly. Virtually everyone answers, "Definitely, I would." But then, there's that BIG "If" - because it really isn't your money. Besides, haven't we learned from the time we were small kids how much easier it is to spend someone else's money? The thing is, if we marketers truly desire to be leaders within the organization (as opposed to a mere "service to Sales" function) and taken seriously whenever we recommend expending company resources, we’ve got to make ROI thinking a regular habit. And it starts with the Target in our Brand Positioning.
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