“Oh no! The new marketing campaign had a lower‐than‐expected return. I guess marketing did not do its job! No more monies for that campaign, or perhaps others for that matter …”. Marketers hear this comment all too often. “Blame the agency (or the internal marketing department); it’s their fault!” Unfortunately, it is everyone’s fault, from the sales rep to the customer‐service executive to the top‐level managers to the marketing director to the receptionist. Unless your agency or internal marketing team understands and values the implementation and tracking stages as much as the fun strategy and creation phase, this scenario will occur more often than not.
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