Given advances in technology and connectivity marketing is now truly measurable, in real time, and so fully accountable. Industry research shows that most marketers are still not taking full advantage of this. Those that are have massive competitive advantage. Part of getting to this point is a cultural change. Successful companies create a culture where measurement and accountability is celebrated. A part of creating this culture is to have a lead generation on everything you do. Obviously, not everything activity is designed to create a lead, but the discipline of measurement will bring continuous improvement to every aspect of marketing.
