When businesses calculate the return on investment from their marketing spend, they tend to focus on the obvious metrics. Revenue attributed to campaigns, leads generated, cost per acquisition, return on ad spend. These are all legitimate and important measures, but they represent only a fraction of the actual value that a high-quality marketing company delivers. […]

There is a version of marketing partnership that most business leaders know all too well. You bring in a marketing company, spend the first few months watching decks get built and campaigns get launched, see some numbers move on a dashboard, and then quietly realize six months later that none of it translated to actual […]