Why Lists Are Not Leads

Jassen Bowman: "Client dollars are really the only vote that matters when it comes to marketing decisions."Marketing requires ruthless accountability.

By Jassen Bowman

At all times and in all circumstances, you need to hold your marketing ruthlessly accountable for results.

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This is an inherent difference between direct response marketing and image advertising or branding. In a practical sense, this means that you need to test, track and measure everything you do in your marketing.