Throwing Away Marketing Dollars? Interconnect Your Marketing to Optimize Efficiency.
Marketing is inefficient and, all too often, the dollars marketers spend yield disappointing results. Worse, our standard fixes – new campaign, new website, AI tools, etc. – routinely fall short of expectations. However, while marketers (and their leaders) are drawn by the allure of silver-bullet tactics, the most persistent source of inefficiency in marketing is not the performance of individual efforts or tactics – it’s the way all those tactics interconnect.
