Measuring marketing and sales metrics

At a time when growers are cutting costs, it is essential for all functional areas within a company to be financially accountable. This reinforces the need for timely measurement, as without measurement it is impossible to be accountable.

You cannot manage what you do not measure. To adequately measure the return on your company’s marketing efforts, it is essential to treat marketing expenditures as an investment and not merely as discretionary expenditures.

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