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September 6, 2006

2:43 pm | 0 recommendations | 2 comments

Spare No Expense

| posted by Lynne d Johnson

While many marketers obsess abouts costs and ROI, writes Tim Manners, some brands have succeeded by spending money where the bean counters would rather they didn't.

He says:

"So, the next time a bean-counter tells you that spending extra money won't result in any extra sales, consider telling them that it's not just about sales -- it's about growth."

Click here to read the rest of Manners' column in the Sales & Marketing Resource Center and take the Fast Company poll to weigh in on "Which path works best for you?"

Tags: Management, sales + marketing
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Recent Comments | 2 Total

September 7, 2006 at 10:56pm

Vanessa Horwell

Once upon a time, I was involved with a company whose board consisted of ex-CFO's, bean-counters and otherwise non-descript and humorless individuals. I quickly came to learn the expression "paralysis by analysis". Tragically, that is what became of the company. Needless to say, I left.

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March 13, 2007 at 10:47am

Kim Bilderback

A single minded focus on ROI only evaluates the revenue opportunity identified in the present. It almost completely ignores the revenue opportunity of the future. Somehow we in the business world have come to discount possibilities and focus just on probabilities. The former is an art, the latter is a science. Great companies listen to their sales force, anticpate the market and invest accordingly. Great companies do much more then just run the "ROI".

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