The Seven Surmountable Hurdles to Marketing Effectiveness
Published 3/31/2009
Author: Andrew Pierce
Andrew Pierce (apierce@prophet.com) is a Senior Partner at Prophet. Prophet (www.prophet.com) is a leading global consultancy specializing in helping Fortune 500 clients and their senior marketers more effectively use brand and marketing to drive profitable growth.
Summary
Marketing effectiveness. Achieving it requires an organization with the resources and know-how to achieve the fine balance between art and science that it takes to create marketing programs that meet measurable business objectives. And these days, making sure this occurs is a mandate — not an option.
In a just-completed study on marketing effectiveness by Prophet, 60% of respondents reported their marketing budgets as flat or down for 2007. It forces the issue: Spending must be more effective and more efficient — go farther and work harder. And to that point, over 75% of the survey participants ranked improved marketing effectiveness as one of the top three priorities of their companies. Getting there is challenging, but achievable. The seven surmountable hurdles to be overcome follow.
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