You wouldn’t walk into a dark cave without a lantern so why fly into another marketing campaign blind?
Fear of falling or running into something unpleasant prompts you to have a light and proceed with caution on new turf. To keep your marketing and sales campaigns from turning into dangerous black holes, start by defining success metrics and your tracking and analysis plan up front. Without metrics and measurement, you are staggering around wasting time and money. If you have reliable measurement and analysis you have the basis for determining progress on objectives, a real plan and common agreement among management on what constitutes success. Operating without metrics and measurement is sales and marketing with the lights out. Just say No!