Is extremely important in business. However it seems like recently I have seen many businesses that have not measured sales or marketing. Both can be measured and should be, otherwise how do you know where to effectively invest your dollars?
In marketing you can measure
Response
Cost per return
Activity
Leads coming in
Customer awareness
Market trends
In sales you can measure
Appointments
Quotes
Wins
Losses
Calls
A very limited list, however the key is measuring. This is how you can tell that you are getting better and working towards your goals!
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