A new survey of 128 senior-level marketers by the Association of National Advertisers and Marketing Management Analytics finds that roughly 1/3 or the respondents say they have no written goals of any kind to guide marketing strategy.
What’s more, marketing still has no common metric for judging ROI or quantifying marketing’s contribution to the bottom line.
All of this initially sounds horrifying. But on reflection, here’s what I’m dying to know.
Who gets better business results: “banker marketers”, who operate with strict processes and rigorous metrics, or “entrepreneurial marketers”, who fly by the seat of their pants and react?
What’s your opinion? Who would you rather have on your team?
P.S. No matter which side you’re on, you’ll probably find the below presentation interesting.