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Spare No Expense

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.”

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.

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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?”

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About the author

Lynne d Johnson is a Content + Community Consultant developing content and community strategies that help brands better tell their stories and build better relationships with people toward driving brand awareness, loyalty, and purchase intent. She has been writing about tech and media since the Web 1.0 days, most recently about how the future of consumer interactions will be driven by augmented reality and wearable tech.

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