In my experience, the moment you talk about investing in a new marketing strategy with the people responsible for cutting the checks, their first thought is, “Can we afford it?” and the second, “How do we know this money is coming back?”And I believe therein lies a problem.
But sure, it is intuitive. After all, if you invest in a salesperson, they better — at least eventually — start bringing in more money in sales than you’re paying them in salary, right? That’s the incorrect association that many brands make when it comes to marketing.
