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52 NO B.S. Direct MarketingSECTION 1 / FOUNDATIONmore carefully about their costs and about their return on LQYHVWPHQWV%u0011%u0003 %u00b4)UHHORDGHUV%u00b5%u0003 IDLOLQJ%u0003 WR%u0003 HDUQ%u0003 WKHLU%u0003 NHHS%u0003 JHW%u0003evicted. I think this is smart policy no matter if the economy is sunny or stormy. Waste of anything%u2014a dollar, a lead, a potential customer, a customer%u2014should not be acceptable.This is about demanding performance.As the leader of your business, you must do exactly that.Rule #4 There Will Be Tracking, Measurement, and AccountabilityYou are no longer going to permit any advertising, marketing, or selling investments to be made without direct and accurate tracking, measurement, and accountability.You will be given all sorts of arguments against such a harsh position, by media salespeople, by online media champions WDONLQJ%u0003D%u0003%u00b4QHZ%u00b5%u0003ODQJXDJH%u0003RI%u0003%u00b4QHZ%u0003PHWULFV%u00b5%u0003E\\%u0003VWD%u037f%u000f%u0003E\\%u0003SHHUV%u0011%u0003