Where do you want to go with your marketing? What does success look like? If you do not have a clear idea of your destination with regards to how you want to impact sales, prospecting, brand image or something how can you get there? Even the best GPS only works if you have selected a specific desired destination. The good news with GPS is that it will not take you down a road at all if you have not filled in your destination. Unfortunately in business you can wonder around aimlessly forever. Lock a desired destination into your businesses GPS and then proceed in the most direct path possible to that destination.
Marketing in fact can be most effective when its goals are 100% in line with that of sales and the overall company. So the best destination to have locked in is not just what marketing wants to accomplish, but where your company wants to be in 3 months, a year, in 5 years and 10 years. It is really amazing the power that you can unlock when everyone knows where you are heading and is constantly making sure that you are following the right path to that destination.