Too often marketers talk about activities instead of outcomes—for example, how many campaigns they ran, how many trade shows they participated in, how many new names they added to the lead database. These are metrics that reinforce the perception that marketing is a cost center, not a revenue driver. To change that perception, marketers need to start talking about how their programs impact the whole sales process, with revenue being the core focus.
Each year, the movie industry churns out a line-up of summer blockbusters that bring people out in droves, and each year the bar gets higher, with opening weekends topping a whopping $208 million. So how does Hollywood generate the buzz needed to get people into the theater? It’s all in the marketing.