Marcom  Exchange - Success  
     
     

How do you define success?

Before you even begin your marketing program, you need to outline specific goals you hope to achieve. Goals might include a certain number of new customers, a specific revenue target or a particular number of products sold.  Your marketing strategy and budget should be aligned with these goals.

Once your program is in motion, it is important to continually revisit your goals and assess whether your current program is performing to plan.  If it isn't, you need to determine areas for improvement and test new ideas in order to achieve the desired result. 

Although some marketing tactics (pay-per-click advertising, direct marketing, etc.) offer easily accessible results metrics, most every marketing vehicle can, and should, be measured and evaluated.