An interesting look at some marketing initiatives by companies like American Express, Dell, and Cisco that don't necessarily have clear ROI at the onset. According to the writer Paul Gill, "These companies set audacious goals in the belief that market-changing ideas are more likely to come from the back of an envelope than the bottom line of a spreadsheet. But they also measure like crazy at the back end."
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An interesting look at some marketing initiatives by companies like American Express, Dell, and Cisco that don't necessarily have clear ROI at the onset. According to the writer Paul Gill, "These companies set audacious goals in the belief that market-changing ideas are more likely to come from the back of an envelope than the bottom line of a spreadsheet. But they also measure like crazy at the back end."