Measurement. This word tends to ignite fear in many marketing managers. In fact, one out of five marketers do not measure their marketing efforts at all, an infographic from Marketo says.
When you are the person who determines whether your company’s marketing efforts are successful, your mind may go through the following stages:
1. Denial: “Marketing is an art, not a science. It can’t be measured.”
2. Fear: “What if my marketing activities don’t impact the bottom line? Will I lose my job?”