The Dangers of Attaching Your Brand to a Celebrity Spokesperson

The Dangers of Attaching Your Brand to a Celebrity Spokesperson

 Good Endorsements… Gone Bad

It takes years and patience to build a world-class brand with a huge following. But who has time for that these days? If you’re all out of good marketing ideas, you can just hire somebody famous to be the face of your brand!

Be sure to pick somebody who’s at the top of their game. Somebody with a zillion followers on Twitter or Instagram. Tiger Woods, maybe, or Lance Armstrong. Or Olympic champions – they’re a sure-fire bet, right?

Even better if they’re the feel-good story of the moment. South African amputee sprinter Oscar Pistorius captured the hearts of millions by moving from Paralympic competition (where he’d won three consecutive gold medals) to competing in the 2012 London Olympics, the first double leg amputee to qualify for the biggest running competition in the world.

It was a great story, and Nike jumped on board with an ad campaign featuring several athletes with a voiceover that spoke of athletes’ bodies being their weapons. A print advertisement featuring Pistorius read “I am the bullet in the chamber.” The next year, in 2013, Pistorius was charged and later convicted of murdering his girlfriend with a 9MM pistol. Oh, the irony!

Nike has been bitten by celebrity endorsements before; past ads have featured Lance Armstrong (doping), Michael Vick (dogfighting), and Tiger Woods (caught cheating on his wife multiple times), and trust us, the list goes on from here.  

Nike Shoes

It doesn’t matter if you have the most wholesome product in the world – you can still fall prey to bad celebrity endorsements. The “Got Milk?” campaign (you know the one, famous people with cute milk mustaches over their lips) dropped R&B performer Chris Brown in 2009 after he pleaded guilty to violently assaulting his former girlfriend Rihanna. Not a good look for the moo.

One essential feature of celebrity brand endorsements is that they appear genuine. No one wants to see the marketing hacks making sausage behind the scenes. So if you find a celebrity willing to spontaneously declare her love for your brand online, take the time to teach them the basic skills of cut and paste.

Here’s the caption that went with model Naomi Campbell’s Instagram post showing off her new pair of Adidas: “Naomi, So nice to see you in good spirits!!! Could you put something like: Thanks to my friend @gary.aspden and all at adidas – loving these adidas 350 SPZL from the adidas Spezial range. ✊ @adidasoriginals.”  

Cut and paste fail, Naomi!

Lori Loughlin of Full House and Hallmark Channel fame and her fashion designer husband Mossimo Giannulli plead guilty to bribery charges in a widely- publicized college admissions scandal in 2019. Loughlin and Giannulli paid $500,000 to have their daughters gain admission to USC as members of the rowing team, a sport which neither girl had ever participated in.

Loughlin’s daughter Olivia Jade had a promising and lucrative career as an online influencer, working with brands Dolce & Gabbana, Marc Jacobs, Sephora, and Amazon. Most dropped her like a hot potato after the cheating scandal became public, even though her mother was the culprit. (Loughlin lost her Hallmark Channel gig as well.) It’s good to remember that celebrities also have families who can do bad all by themselves.

Finally, if your brand invests in sponsorship, please ask the celebrities connected with it to play along. Soccer megastar Cristiano Ronaldo of Team Portugal cost Coca-Cola about $4 billion in market value after a Euro 2020 tournament press conference. Coca-Cola had a sponsorship agreement with the Union of European Football Associations, and the league had placed two bottles of the soft drink prominently at the podium in front of Ronaldo in a classic product placement move. Unfortunately, Ronaldo believes in healthy living and a clean diet. He looked visibly distressed by the bottles, giving them the stink eye before moving them out of the camera frame and holding up a bottle of water. He held the water bottle up and said in Portuguese: [Drink] “Water!”

Coca-Cola’s share price dropped by 1.6% to $55.22 soon after the press conference. The market value went from $242 billion to $238 billion — an expensive lesson in how celebrity endorsements will always be, a double-edged sword.

The practice of celebrity endorsements will continue for brands, and most of the time, the relationship will evolve just fine. However, understand that people have a bad habit of behaving badly in inopportune times. If your brand is caught in the middle of a public relations disaster, it could get ugly.

You’ve been warned.

About Atlas Rose: Atlas Rose is a Christian led marketing leadership company focusing on bringing executive-level help to small and medium-sized businesses. By offering fractional CMO’s integrated with their client’s leadership team, they effectively impact the company culture and mission. The result is a predictable, measurable, and effective lead flow for just a fraction of what a full-time marketing department would cost.  They can be reached at info@atlasroseco.com or 762-533-5007.

Should You Cut Your Marketing Budget?

Should You Cut Your Marketing Budget?

Should You Cut Your Marketing Budget in Tough Times?

Almost all businesses go through cycles when times are good, and other times of…PANIC MODE!  Perhaps it’s when you lose your biggest customer or have a supply challenge or experience a full-blown recession like in 2008.  

When you’re faced with more adversity than you care to have, it’s prudent to spring into action and look at every dollar leaving your organization. It can be tempting to completely strike out the marketing expense because unlike your other expenses, where you receive a good or service, in exchange of your dollars, the marketing expense can be a bit unclear. Which of your marketing is working? Is it working at all?

While it’s true, slicing marketing expenditures from your budget might provide some immediate relief, it also accelerates your downward spiral and could be a death sentence. 

Kevin Miller, fractional CMO with Atlas Rose offers his perspective. “We’re not naive about the need to trim expenses relating to marketing if no other option exists. However, rather than eliminating it all, consider taking a deeper dive and operate with a scalpel rather than a chainsaw.”

He’s referring to the many smaller expenses that contribute to the overall marketing engine of a company. “The first thing we want to do is to take care of existing relationships. These are customers that love you and you love them back. Because they are considered promoters, they make repeat purchases and express their satisfaction to others. We don’t want to abandon them. We’ve found that if the situation calls for it, we’ll ask for their continued support during a tough time. If they can push up their timeline for a purchase, or take on more stock, it may just be the lifeline the business needs.”

Next, if you still need to make cuts, cut the general branding dollar but keep your money on direct lead collection marketing.. Your CMO (if you have one) should be able to communicate where the best and most direct ROI channels exist in your marketing plan. It’s not that general branding doesn’t work, it’s just that it’s a longer game and the path to a direct sale isn’t as definitive. 

Understand that not spending precious dollars on marketing and advertising does eventually have an effect. It’s the same reason you still see Pepsi and Coca-Cola battle it out even after 100+ years. Even a half percent of market share is worth millions of dollars. If either one of them stopped advertising, it wouldn’t take long for one brand to cede hard-fought market share to the other. Once that momentum is lost, it can be hard to regain.  

Companies of all sizes are flocking to fractional chief executives.

Miller’s best advice is to slow down. Take a deep breath and work with your marketing team to justify essential expenditures. Making knee-jerk reactions is dangerous. The best moves are calculated and methodical. Once business returns to normal levels, you’ll be able to take more measured risks with your marketing dollars. The extra scrutiny may even have a positive effect on your business and cause sales to increase. 

 

 

About Atlas Rose: Atlas Rose is a Christian led marketing leadership company focusing on bringing executive-level help to small and medium-sized businesses. By offering fractional CMO’s integrated with their client’s leadership team, they effectively impact the company culture and mission. The result is a predictable, measurable, and effective lead flow for just a fraction of what a full-time marketing department would cost.  They can be reached at info@atlasroseco.com or 762-5233-5007.

 

Do You Need a Rebrand or Refresh?

Do You Need a Rebrand or Refresh?

Do You Need a Rebrand or Refresh?

t’s the go-to move for creative agencies; enticing clients to spend money. For many, it’s included in the very first pitch. Change the logo, change the website and redo everything. After all, it’s the easiest way to generate billable hours! But is it the right thing for your company?

A brand refresh can be as simple as updating your logo, adopting a new slogan, redesigning collateral materials, and a fresh coat of paint in the office. It may include new colors, but it’s primarily cosmetic and doesn’t change how you do business. 

However, a rebrand goes much deeper. It’s everything a brand refresh is and more. It means remodeling stores, revisiting mission and vision statements, and even leadership changes. The purpose is to more closely align with customers, avoid market confusion, and create a new personality. 

As an analogy, a brand refresh is makeup and a rebrand is plastic surgery.  With either, it’s a good idea to revisit your mission and vision. If there are any changes to be made, this is the time. 

When is a good time for a rebrand or refresh?

Sometimes a refresh is called for when the “look” becomes outdated and you want to be more in line with the times. It can be tricky because you want to create a brand seen as “current” but also not one that chases trends. Be careful to make changes in increments. Don’t leave any confusion that you are the same company customers have always done business with. In this example, you see how Pepsi has updated its logo over the years.  

Notice how they made a significant change in 1945 by adding the “wave” and red and blue colors. Since that time, (with exception of 1951-52) they have kept the image logo familiar with only small variations. In 1953, they dropped the “cola” in the name because customers were abbreviating the name anyway. They had achieved enough brand recognition where they had the luxury of simplifying the name.

Another great example is FedEx. In 1971 the name and logo were chosen to closely align the startup with the government. It conveyed trustworthiness, credibility, and the ability to reach far corners of the US. 

By 2000, the name had served its purpose and the company sought to distance itself from the negative association of the word “federal.”

Today, the FedEx logo is known for its brilliant use of negative space. If you look closely between letters E and X, you’ll spot a white arrow. The company says it stands for speed, accuracy, strive for perfection, and perseverance in achieving goals. 

Yet another more relatable example is from Atlas Rose’s client, Plus Delta. I am their fractional CMO. Previously known as PlusDelta 314, I suggested that they drop the ‘314’ from the name because it served little purpose. The owner had emotional ties to the name, but I pushed back. PlusDelta is a great name. It’s perfect for a company that consults on change management. The meaning of plus delta is ‘adding change.’ When I saw the URL was available, the decision became a no-brainer. The name is strong enough to stand on its own. There is no reason to keep 314 at this point. As marketers, we’re always looking for ways to make things simpler and faster to understand. 

Sometimes a deeper Rebrand is called for.

By 2019, the premium coffee market was red hot. Starbucks had proven that Americans were willing to pay $4 or more for a cup of joe. Competitor, Dunkin Donuts had a stronghold on the coffee to go market for years but were ceding new ground to the Seattle startup. 

Also around that time, Dunkin Donuts was evolving from the coffee and donut shop to specialty sandwiches, desserts, and other creative menu options. Soon, their business didn’t match their company name. They were more than “donuts” so a rebrand was in order. They are still working with franchisors to remodel 12,871 stores and change signage. For them, it’s an expensive, but necessary maneuver. 

Other reasons to rebrand exist too. 

 

For years, Old Spice was the brand of shaving cream and cologne your grandfather wore. The brand had outlived its customers and the market was shrinking. Proctor and Gamble knew to attract younger millennials, they needed to do something drastic. Beginning in 2010, they launched a massive campaign, including millions of dollars in advertising. The campaign was far-reaching and went way beyond a refresh. It included social media, new packaging, and even a new character spokesperson. Old Spice was now fun, entertaining, and masculine. It was a roaring success.

From this:

To this:                   

There can be bad reasons to rebrand too like if a new management team wants to make their mark or the company owner is just bored. Branden O’Neil, of Atlas Rose, CEO of Atlas Rose tells clients that change for the sake of change isn’t a good enough reason for a rebrand or refresh. If it still works, keep it! There are advantages of keeping familiar marks and crafting language that stands the test of time. Brand recognition is the biggest.

Is there anyone reading this that doesn’t recognize McDonald’s “golden arches?” Not likely. That’s exactly why McDonald’s will likely never move away from the likeness they’ve invested in since 1961.” 

Healthcare company Johnson & Johnson hasn’t changed their logo since its inception 130 years ago. Why? Because there hasn’t been a reason to.

I recommend getting some outside perspective before you make a major decision like a rebrand or refresh. Sometimes you’re too close to the brand to think about it objectively. Keep an open mind and listen to legitimate business reasons to make the strategy shift. If the reasons aren’t strong enough, keeping the status quo is the right decision. What isn’t acceptable is being hesitant or slow because you fear the work involved. Outsourcing this task along with a full strategy review can be the best effort and money you can spend.  

Change can be good. Or not. 

 

About Atlas Rose: Atlas Rose is a Christian led marketing leadership company focusing on bringing executive-level help to small and medium-sized businesses. By offering fractional CMO’s integrated with their client’s leadership team, they effectively impact the company culture and mission. The result is a predictable, measurable, and effective lead flow for just a fraction of what a full-time marketing department would cost.  They can be reached at info@atlasroseco.com or 762-5233-5007.

 

Don’t Get Burned by Marketing Imposters

Don’t Get Burned by Marketing Imposters

The Industry’s Dirty Secret…

The marketing industry is full of clowns, pretenders, shysters, con artists, blow-hards, and snake oil salesmen. For the rest of us legitimate professionals in the business, it’s embarrassing, insulting, and makes us downright angry. 

Unfortunately, there are few barriers to entry in calling oneself a “marketer.” So when you’re down on your luck, or in between gigs, it’s easy to change your LinkedIn profile, get a couple of free online marketing certificates, and ‘Voila!’ You’re in business. The unsuspecting business owner trying to grow their livelihood doesn’t know the difference and mistakenly hires an imposter. Decisions like these kill careers and entire companies.

It makes us mad, and we’re on a mission to call them out. If you’ve been lied to, overpromised, overcharged, or ghosted when you needed marketing help – give em’ our number, we’d love to chat. 

If they say they can do it all, RUN.

Nope, not possible. No one person or marketing group in the world can be good at everything. There’s just too much to master. It’s like trying to find a doctor with a business card that reads, cardiac surgeon, orthopedist, dermatologist, immunologist, radiologist, urologist, gynecologist, and pediatrician. They don’t exist in America. Even if they did, you certainly wouldn’t want to be their patient. Specialties exist for a reason. The term “marketing” is as broad as the term “medicine.”

Even if they don’t claim to do it all, they may say they “have a guy.” In the marketing world, that’s code for randomly hiring a stranger halfway across the world on Fiverr. If and when you get acceptable work back, it’s marked up 500% by your contact. 

If they’re in break/fix mode, RUN

Ever feel like your marketing “guru” is playing whack a mole with your budget? That might mean paying attention to social media this week and building a few emails next? Maybe it’s designing a brochure for two weeks and neglecting everything else? If you’re not seeing consistency and follow-through, that’s a problem. 

So with that ugliness out of the way, How do you steer clear of the bad actors and strike up a relationship with the right marketing person or group?

For business owners, here’s our PROFESSIONAL advice.

Forget about everything you “think” you need.

Your problem isn’t how often you’re posting on Facebook, nor is it your ugly website. A magic bullet doesn’t exist. Think bigger. What you need is a strategy

Our recommendation is to look for a vendor that has a bigger picture in mind.

Our approach for example is to complete a written 12-month strategy (and more detailed 3-month strategies) with a well-thought-out process-driven approach. We consider the time, cost, and unintended consequences of each tactic. It’s involved, complex, and requires dozens of years of experience. Your current social media coordinator isn’t equipped to do the same. 

Our Chief Marketing Officers have managed multi-million dollar budgets, been in boardrooms, are trustees, and have found success. They’ve seen it all, and have a supporting network of the best of the best. Even if your company isn’t holding quarterly conference calls reporting to shareholders, it’s refreshing to work with marketing talent that could. 

It’s a professional-level job, done by true professionals. 

This is where your brand needs to start. Our fractional CMO’s take you and your executive team through a series of exercises that help you once and for all get your marketing to a place where it needs to be. Think of it as a journey. It’s the same process the most respected brands in the world use, and it’s now available for you. We’ll leave room for unexpected opportunities, and advise you of the resources it will take to make your aspirations become a reality. 

This isn’t about piecemeal marketing tactics, it’s true marketing leadership that every growing organization needs to get to the next level. 

Sure there is a time for tactics, and we have that covered too. We don’t claim to do it all, but we will manage the process and deploy our teams of proven outside vendors that have worked for us before. Fiverr amateur hour just isn’t our style. 

In the Atlas Rose method, the CMO sets the strategy, and the marketing managers keep the trains running on time by moving along multiple projects and initiatives simultaneously. When it comes time for the weekly client accountability call, we’ll report on progress, bring up any trouble spots, and talk through the next steps. Stuff gets done, – and done right, finally. 

Ignore the online carnival barkers, please. 

About Atlas Rose:

Atlas Rose is a marketing leadership company focusing on bringing executive-level help to small and medium-sized businesses. By offering fractional CMO’s integrated with their client’s leadership team, they effectively impact the company culture and mission. The result is a predictable, measurable, and effective lead flow for just a fraction of what a full-time marketing department would cost. They can be reached at info@atlasroseco.com or 762-533-5007.

Can You Afford a Marketing Department?

Can You Afford a Marketing Department?

The path to greatness for a small or medium-sized business is an adventure not for the faint of heart. Every success is met with another decision to upgrade equipment or hire staff to get to the next level. At best, the growth curve looks more like stair steps than a linear line. Conversely, publicly-traded companies keep investors happy with a consistent 15-30% rate of growth. Their growth curve looks much more smooth and manageable with enough access to capital to keep projects rolling. Wouldn’t that be nice? 

For SMB’s, they make strategic investments when they can and hope it pays off in the next quarter or even next year. It’s a high stakes gamble that can have disastrous or fatal business consequences if a wrong decision is made. Kind of like the analogy – jumping off a cliff and building an airplane on the way down. 

One decision a growing company will inevitably face is an investment in the marketing function. Almost certainly, designing a more organized approach to how a company gets its customers will yield results. A predictable and measurable lead flow not only fuels growth, but builds enormous value for those business owners that want to exit one day. 

But the stair steps to building an effective marketing team are enormous. The skill sets required and the salaries these professionals command is enough to make even the most ambitious business owner weak in the knees. Let’s analyze the salary cost of just a basic marketing department. 

 Director of Marketing $151,342
Mid-Level Graphic Designer $51,360
Mid-Level Web Developer $66,238
Mid-Level Copywriter $40,000
Mid-Level Growth Marketer $67,119
TOTAL $376,059

On top of that eye-watering figure is the inevitable cost of bad hires, benefits, and HR headaches. This is a seemingly insurmountable figure for even the fastest-growing companies, thus creating the classic chicken or the egg scenario. If you had more sales, you could afford a marketing department, and if you only had a marketing department, you could earn more sales. 

Sure, you could outsource some of the marketing functions, but haphazardly trying different approaches on social media, pay per click, and tradeshows will only get you so far and could very well end up hurting the business in the long run. At some point, there needs to be some organization and real professionals to handle the efforts and lead the charge.

One firm thinks they have a better way to grow a business. Atlas Rose is a strategic marketing leadership firm that offers Chief Marketing Officer (CMO) level talent on a fractional basis. These CMO’s bring together the talent and strategic vision you need but struggle to afford. Each CMO brings with them a dedicated Marketing Manager and vetted vendors that have proven themselves with other clients and can hit the ground running. 

Just about every organization explores outsourcing different company functions. Before a company requires a full-time CFO, they rely on a CPA or CFO-for-hire. Before a company has the need for in-house legal counsel, they have a trusted attorney. Your marketing function should be approached in the same way, yet most business owners don’t realize this until it’s perhaps too late – or worse, never. 

Different from an advertising agency?

A fractional CMO is different from an advertising agency because the CMO is an extension of and is integrated into your leadership team, just as they would be if they were full time. An agency will always be a vendor and is primarily concerned with billable hours. 

Atlas Rose CEO, Branden O’Neil shares more. “In our company, we have a specific process we go through that identifies and catalogs brand standards. This is our way of organizing the marketing function so messaging is on point and directed to the right audience. Our only loyalty is to the client, so if a vendor isn’t performing up to standards, we take the lead and make the necessary changes.”

An agency still needs to take their direction from someone in the organization, and if the owner is not fluent with the latest marketing techniques, they may not be the best person to lead the effort.  

“That’s the catch 22,” says O’Neil. “Leading a marketing department is never the highest and best use of the CEO’s time. Every organization that expects to grow needs department heads to report up to the President or CEO giving them the data they need so that they can make informed strategic decisions. Atlas Rose fills that gap. No agency can do that.” 

Business owners have always been a resourceful bunch. Perhaps hiring a fractional CMO versus your own marketing department is one way to make that next stair step of growth less steep.

About Atlas Rose: Atlas Rose is a Christian led marketing leadership company focusing on bringing executive-level help to small and medium-sized businesses. By offering fractional CMO’s integrated with their client’s leadership team, they effectively impact the company culture and mission. The result is a predictable, measurable, and effective lead flow for just a fraction of what a full-time marketing department would cost.  They can be reached at info@atlasroseco.com or 762-5233-5007.

How Successful CEOs Measure Marketing Success

How Successful CEOs Measure Marketing Success

DO YOU KNOW THESE METRICS?

When done right, a company’s marketing effort can get confusing. It can leave you scratching your head and wondering what’s actually working. Are you spending too much or not enough? How do you forecast for the future? Are you getting your fair share of wins compared with your competitors?

As a busy CEO, what information should be considered critical to know? And what metrics should be reported to you?

To understand how all of these pieces fit together, we consulted marketing leadership company, Atlas Rose.

Brett Kozimor, Chief Marketing Officer for Atlas Rose, advises executives to take a deep breath. He explains, “First, understand the end goal. The most effective marketing professionals in the world have a dashboard where they can quickly understand the health of marketing systems. Thousands of data points are fed into systems which then compile and summarize performance in real-time.”

While that may sound complicated and difficult, Kozimor stresses that it’s actually pretty simple. “Most of the data generated by marketing departments already exists in a digital form. And you can access great platforms for free that will help you distill data into actionable metrics.”

You might look at social media engagement, click-through rates on Facebook ads, or the cost to acquire a new customer from Google Search. In the pre-internet days, advertising data was subjective–or, at best, hand calculated and prone to errors. Not so anymore. Today, we have all the data we need. We just need to get it to our fingertips quickly and understand what it means.

“The numbers are the truth. We simply need to organize and interpret them to make informed decisions.” – Brett Kozimor

To compile a mountain of marketing data, Atlas Rose partnered with software developers to perfect what they call the Atlas Rose Operating System (arOS). Their CEO clients who use it can instantly assess the health of their organizations. arOS is used as a company-wide tool combining sales, operations, fulfillment, marketing, and other departments. Because the whole team enters data and uses the same system, you can trust the information compiled is accurate and keeping your departments running at peak efficiency.

Need to know what metrics to track? Here are a few of our go-to’s at Atlas Rose:

WEBSITE LEADS/EMAIL SIGNUPS

Every organization defines a lead differently, but all companies should have a website that converts interest into action. That could be an instant chat, email, phone call, or form fill.

Tracking this metric indicates how the user experience and traffic generation are working together. A healthy contact list is the lifeblood of your business. Not everyone is ready to take action immediately, but if you nurture them to the sale, they will choose your brand over another.

LIFETIME VALUE

Every company needs to know the lifetime value of a customer relationship. The methods to calculate this vary, but it can be as simple as plotting on an excel sheet or entering search parameters in a custom-made software tool.  This metric is important because leadership needs to know how much to spend to acquire new customers. Once these numbers are understood, projections about the future and how much it costs becomes easier.

RETURN ON AD SPEND

All digital paid search campaigns through Facebook and Google should be set up to track conversions. From there we can determine if a sale was made. Ultimately, the return on ad spend number tells us how effective a specific campaign was. The CEO doesn’t need to know the details but does need to understand that for every dollar that was spent, it yielded X amount of business either in product sales or lead value generated.

CUSTOMER SENTIMENT

It can be argued that customer sentiment is the most important metric of all. It determines how often a repeat purchase is made and how it relates to your reputation. In 2003, the Net Promoter Score was created and it has only grown in popularity. Customers are asked with just a single question how likely they are to recommend the company. The response can range from 1-10 with lower scores signifying detractors and higher numbers suggesting promoters of the brand.

CONVERSION RATE

A conversion can be something other than a sale. For e-commerce companies, it could be getting to a checkout page or learning the identity of a website visitor. An example of a conversation rate would be if your site had 19,000 website visitors and 3,500 took the desired action. Your conversion rate would be 18.4%.

COST PER CONVERSION

The costs to earn a conversion vary greatly between B2C and B2B focused companies. The cost per conversion metric wraps up the entire marketing spend and tells management how much money it takes to earn a new customer. Typically in e-commerce businesses that figure is much lower than in business services. In B2B, the customer engagement is longer and the average invoice is greater. Therefore, a higher cost per conversion can be justified.

AVERAGE ORDER VALUE

Average order value can be particularly useful for companies that take orders online. It’s calculated by taking the total sales divided by the number of orders. For example, if your total sales for the month were $48,500 and you had 235 customers, your AOV for the month would be $206.28. This metric can be useful when calculating pricing and upsell strategies. 

Branden O’Neil, Atlas Rose president cautions not to be fooled by what he calls “Vanity metrics.” That is the number of impressions or page views on a “contact us” page. Keeping track of these as standalone metrics means very little and should not be included on the management dashboard. However, these same numbers could be an indicator of another problem or opportunity that exists. Marketing managers should be ready to explain how these numbers relate to the overall marketing effort.  

Creating systems to compile and report data is simply a tool for the CEO and senior leadership to make decisions. While every organization wants to move fast, O’Neil and Kozimor agree that it takes time for marketing answers to reveal themselves. For that reason, they consult with clients to never make big decisions with less than 90 days worth of data. The only caveat is for enterprise-level clients that collect large amounts of data.

Moving at a calculated pace and being deliberate gives management confidence to move forward with data-driven decisions.

About Atlas Rose:Atlas Rose is a Christian led marketing leadership company focusing on bringing executive-level help to small and medium-sized businesses. By offering fractional CMO’s integrated with their client’s leadership team, they effectively impact the company culture and mission. The result is a predictable, measurable, and effective lead flow for just a fraction of what a full-time marketing department would cost.  They can be reached at info@atlasroseco.com or 762-5233-5007.