 If
you’re going to spend valuable budget on marketing, you need
to make sure it works. Sounds simple, but it is often the case that
companies pay an awful lot of money for marketing activities specifically
designed to bring in business leads – with no real understanding
of how to make sure it generates the results they are hoping for.
All companies find themselves under increasing pressure to demonstrate
measurable results from marketing activity, but probably
none more so than those in the technology sector. If you are a reseller who
is being given marketing funds by a vendor, or a vendor who is co-funding
a reseller marketing campaign you simply have to be able to prove
that the activities you have spent money on are actually generating
revenue for you.
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