Too 'Fluffy'; partly as a result of a short history but mainly as a result of the broad nature of marketing, which spans both the creative arts of advertising and the science of social media data mining, marketing can seem 'fluffy' to hard-nosed professionals. This is compounded by the constant changing nature of the environment and marketing techniques, which can mean that what worked last year in one context won't necessarily work next year in another. Whilst not everything in life can be measured, quite a lot can. The challenge for the marketing professional is to empathise with the very diverse internal constituencies and manage accordingly. Einstein's adage that 'Not everything that can be counted counts and not everything that counts can be counted' is pertinent. So whilst the number of visitors to your website is important, it may not be as important as your firm's reputation among FTSE 250 leaders. Equally it is hard to measure the improvement in the listening skills of a partner, but that improvement will lead to a deeper and longer client relationship. A critical part of this is ensuring that the right questions are asked and that arguments set out internally are robust, logical and driven by one question; can this idea help the business grow?
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