Marketing efficiency takes a hit!

More and More over the last month I've seen continued examples of companies striving for marketing efficiency but not really knowing where to start.

My advice - cut out all the marketing 'fluff' and concentrate on your objectives. Look at what you want to achieve (more sales, more customers, better coverage) and work back towards what you need to fix first. Then the important bit.....

Don't ignore it! It won't go away or lessen in impact if you decide to go ahead and put your money into the sexy stuff that looks fun.

Here's just one example - your database.... I know, it's a problem and seems too big to work out but is it really?? If you look for effectiveness and efficiency you might decide that it needs re-contacting, moving or simply deleting and starting again. The benefits of doing this first will pay back with real results in the long term when you do get to send out emails and telemarketing as a result.

Don't want to preach here but it's time we learned some lessons and applied some common sense to this ongoing problem. Would love to hear your thoughts on this!