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Podcast: TheInquisitor Podcast with Marcus Cauchi
Episode: Are You Playing To Win or Playing Not To Lose?
Description: #SuhailKhan says that where marketing is asking for budget, they should also agree what they are going to deliver to the functions they support and then be held accountable every quarter or half year for their contribution to the results of sales, account management, customer success and renewals.
What you measure happens, What you don't, doesn't.
Measuring marketing on the number of leads with no measure of quality means marketing will deliver "X" number of leads but if they're crap, they are worse than worthless. Bad marketing sucks the profits of your business dry and...