#performancedrivenmanagement

Albert Einstein defined insanity as “doing the same thing in the same way over and over again and expecting different results.” Insanity is also when marketers and their organizations do not make it a practice to measure results from (all of) their initiatives. Failing to do so keeps the marketer and her/his organization in perpetual ignorance. S/he doesn’t know what works or doesn’t work and, as such, is prone to repeat mistakes, squandering company resources and producing undue opportunity loses. Additionally those marketers who do not, choose not, or claim that they cannot measure results are unable to develop and manage a performance-driven brand and culture. When asked, “What are you doing for the brand today?” they can only reply with task related activities they check-off from bloated to-do lists rather than report performance-driven outcomes such as changes in customer-behaviors and attendant incremental growth.