Marketing Investing

Sonder
March 28, 2020

I think it would be helpful if marketing was viewed as investing rather than a set of silver bullets.

The marketing world is all about the "one campaign" or pushing the "one product" with the "one promotion" rather than having a portfolio of marketing options.

Marketing is to volatile to say that "this is how many leads I can promise". It's better to deal through the lens of investing. Through the lens of weighted probabilities. Such as this will be your overall return on revenue each month - sometimes it will go up and sometimes it will go down - but this is the average return from marketing efforts. Now thats not to say we don't have control over our results in marketing - we do. Its to say how we frame our results and how we talk about our marketing efforts might be holding us back and if we talk about marketing differently it might change the way we do it. In ways that bear less stress on fellow marketers and show returns in ways that makes sense to executives.

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