We're going to market right now with an integrated program. Last year the client hired us, and together we defined objectives, wrote a strategy and developed creative for a channel-neutral plan. Regular readers know I work for an agency with many capabilities under one roof, and this program shows what all we can do. None of that really matters, however.
What does matter: In-market results.
This past week I had two parallel conversations about cold, hard measurement and accountability. One was in the comment sections of some online articles about the rise of measurement in modern marketing. It seemed that many people didn't understand the difference between (a) financial metrics like a P&L, (b) planning metrics like copy testing, and (c) performance metrics like sales, share and ROI.
My clients aren't confused. The other conversation this week took place in their boardroom where we updated the CEO on our program. Financials? Check. Research? Check. Then: Are you going to hit the sales objective? That's what matters to them. In-market results.
It should matter to us all
We would all do well to embrace this most important moment of truth. Modern marketing offers us analytical tools to measure progress and figure out how to drive sales more effectively.
Dismissing these tools as the stuff of bean counters and copy testers is short-sighted and wrong. In-market results are the very reason we write strategies, channel plans and creative.