In a changing marketplace you don't have a map to guide you to success. It's like crossing the Sahara. The dunes are constantly shifting and changing. To cross the Sahara you use a compass, landmarks, and local resources to navigate the terrain and get to your destination. This is an excellent metaphor for growing your business.
How many demand generation programs should a company have? As many as they can manage. In the early days of Amazon, Jeff Bezos gave his staff a clear metric for demand generation. They could buy as many new customers as they wanted provided the acquisition cost was $33 each or less. The goal is to invest in as many programs as you can that profitably generate new business.
Subscribe to our Newsletter!
Get weekly email with ideas, stories, and best practices to grow a Sticky Brand!