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Marketing's contribution to the quarter |
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When you can accurately predict marketing's contribution to the quarter, it means less risk and a greater opportunity to grow the business. Understanding how marketing contributes to each quarter also means that: - You have a marketing operations model (not just a collection of tasks)
- You understand the key inputs and outputs from each marketing tasks
- You use the model to understand where you should spend your time or focus attention when key metrics don't hit the right thresholds
- You know when you need to add staff or other resources well before you get caught short.
When you measure, you also gain an understanding that lets you experiment with new approaches (and evaluate the performance of new approaches). The flip side of this means you can kill new approaches that aren't working and expand the approaches that do work.
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