• Skip to main content
  • Skip to footer

Top Sales World - inspiring the global sales community

  • Home
  • About
  • Contributors
  • JF Initiatives
    • Top Sales Articles
    • Top Sales Awards
    • Top Sales Futurists
    • Top Sales Leadership
    • Top Sales Magazine
    • Top Sales Library
  • Media Pack

Is it Fraudulent to Spend Money on Lead Gen Without an ROI?

Dan McDade - 7 November 2018

 
Thinking back on my career, I realized early on that marketing spending of any sort, whether for people or programs, must be rooted in my ability (and our marketing department’s ability) to justify the expense.  Nothing else made sense to me then or now.
If you intend to spend the investor’s money (AKA company money) based on notions and intuition, without a plan to report the results, you are misleading management.  If the results are not giving management the required return on investment, you are a fraud.  Naturally, not every lead gen program will be a success. Yet taken as a whole, a company’s marketing should be measurable, with the goal of always making a defined predictable return. 
Of course, proving ROI was for many years difficult in spite of Claude C. Hopkins’ book Scientific Advertising, published in 1923.  Yes, you read correctly – 95 years ago he took

Footer

Follow Us

  • LinkedIn
  • Twitter

Our Partners

Sandler Training
Amy Franko
Assessments 24x7
Integrity Solutions
Kurlan & Assocs
Membrain
Mereo
Objective Management Group
Salesforce
Sandler Research Center
Privacy & Cookies: This site uses cookies. By continuing to use this website, you agree to their use.
To find out more, including how to control cookies, see here: Cookie Policy

© Copyright 2010 - 2023 topsalesworld.com · All Rights Reserved · Contact· Privacy Policy · A JF Initiative