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LiSa SHePHerd
program. Be prepared to reassess, recalibrate, and adjust
timing of marketing tactics as you proceed with implementation
and are regularly measuring performance. Below are a few
tips and questions to ask over the course of the year to ensure
that your marketing is adapting to changes in conditions.
• Is your marketing achieving the goals you set (see
Chapter 19)?
• Which tools and tactics are working and which aren’t?
• Are some tactics delivering better results than others?
If so, can you move budget and activity into those areas
and away from others?
Timing
In the majority of B2B environments where the sales cycle
is long and complex, it takes time for marketing to make an
impact. Here are a few timing guidelines—these are general
and your specific experience may be different.
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© 2012 Lisa Shepherd
