I’m always wary of organizations that do not profile their key players and experience. I like to know who I’m dealing with, and their experience relative to the services or opinions they offer. So it is with a fair amount of caution that I approach an organization like VisionEdge Marketing who just published a survey on marketing measurement as picked up and run by BtoB Magazine. What caught my attention in the VisionEdge survey was this little tidbit:
…63% said increasing share in existing markets was a top priority,
but only 37% had regularly reported performance indicators for share.
Which certainly lines up with my worldview. But the problem is that when I go to the web site of VisionEdge, which seems to be very comprehensive and legit on one hand, but on the other hand, I cannot find any indication of who did the study, their experience, methodology etc. Nor can I find any bio’s or experience of any of the team members of VisionEdge. Therefor I can’t recommend the study or the group (I’ll be delighted to if the folks at VisionEdge provide a bio on the team and survey methodology).
I assume BtoB was able to satisfy themselves that the study is legit. Studies like these are a dime a dozen, and even output from some of the most prestigious outfits can be circumspect – as proven by my recent encounter with Forrester Research. As the old saying goes – know thy well from which thoust drinks…
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