Marketing ROI or DIE!

In my previous post, I took a look at what “soft ROI” means and some of the activities that make up soft ROI.  In this post, I provide some ways to measure it.

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I hear the terms “hard ROI” and “soft ROI” quite a bit, so I want to evaluate what this means in a two-part blog series.  First, I will look at what is meant by “soft ROI,” since I’m feeling warm-and-fuzzy today. The next post will cover how to measure it. Read more…

A number of years ago, when I was with a different company, I met with my department’s VP and he said something that I will never forget.  Something along the lines of, “You’re different from other people because you’re not a rock chipper.  Rock chippers are great; you hand them a rock and something to chip away at it with, and they’ll do so in earnest.  The world needs rock chippers, but some have to be leaders.”

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