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Marketing Is Not A Cost - A CEO Who Doesn't Understand Marketing Is!
By Michelangelo Celli, President, The Cornucopia Group

Why is it that so many CEOs and their management teams are still approaching marketing from the position that it is a cost?

If I had a nickel for every time I've heard a CEO say, "we want to get as much marketing as possible for the least amount of money," I would be a rich man. Believe me. I have measured it. Why is it that so many CEOs and their management teams are still approaching marketing from the position that it is a cost? Because they have absolutely no metrics to justify how they are spending their marketing dollars.

Most CEOs of privately held Business-To-Business organizations have not taken the time to measure what their customers are worth to them over their lifetime, and so they have no way to build a rationale for what they are willing to spend to win more customers.

A TRUE STORY:
A CEO of a $10 Million professional consulting business wanted to see an increase of 20% in sales each year for the next three years. But the size of the approved marketing budget was just $150,000 per year. The company struggled

Michelangelo Celli is President of The Cornucopia Group, where he works exclusively with CEOs of privately-held b2b companies that sell expensive products or services and whose sales depend on strong customer relationships to allow them to systematically develop more predictable outcomes from their marketing and sales efforts. To find out more, visit The Cornucopia Group Web site at www.cornucopiagroup.com

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