Last month our Marketing What Works covered the importance of getting clear on your strategic goals before implementing marketing tactics. Equally as important is understanding your buyer and buyer influencer. It is nearly impossible to effectively deploy marketing tactics when you are uncertain about who your buyer is, their goals and challenges, and the ways they like to receive information.

A common question I get asked from business owners and leaders is how to measure marketing spend and how to tie that spend back to ROI. Companies of all sizes spend marketing dollars on tactics such as event participation, social media development, and website creation.