Len Gingeralla is a professor at St. Edwards University and managing partner of Management Senior Advisors. He just wrote a piece offered over at the MarketingProfs web site that offers some very pithy advice to marketers: This cracked me up because of how right he is:
"Ever
witness a marketing planning session when the chief executive asks,
"What will I get for the $100,000 ad?" Or, "What percent of new
business will this campaign buy me?" When questions like this are
asked, you can hear a fly burp…."
Len offers a five-step process I think you may find of interest designed to answer these kinds of questions.
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