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Tuesday, June 03, 2014

Marketers: What Evidence of Impact Can You Provide?

Written by  Duane Bailey

On June 1st, Timothy D. Sands took office as the 16th president of Virginia Polytechnic Institute and State University (more commonly known as Virginia Tech). In a recent discussion about faculty promotion and tenure, he spoke of the importance of patents and other signs of innovation and entrepreneurship. He cited these as "evidence of impact," which he defined as "how that work changes the marketplace, how it changes the technology, and how [it enables] people to do things they couldn't do before."

It's easy to see how this notion concerning "evidence of impact" can be applied to marketers. For example, if you've spent the last few years researching, developing and implementing your organization's new marketing strategy, what evidence of impact can you provide? How have you changed the marketplace? How have you changed the way technology is used in your industry? How are you enabling your customers to do things they couldn't do before? Are you inventing the future or are you just following everyone else?

The answers to these questions are potential game changers. They look beyond more traditional measures of sales and revenue growth, profitability and ROI. They are what differentiates market leaders from their competitors.

As I have said before, activity is interesting, results matter. It may be time to look at your results and what lies beyond them. What evidence of impact can you provide?

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

Website: www.TheChiefStoryteller.com E-mail: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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