Even if your company values a steady, conservative approach to marketing, you may have more latitude than you realize. Reflected on your recent programs, and think about what you could have done differently. Challenge yourself to identify missed opportunities. Use them as the backbone of a marketing plan that you can submit to your executive team (enter:marketing can help you put it together), and show how you could increase your company’s marketing ROI.

And, change the way you evaluate success.

Specific program performance is important, but it could obscure greater opportunities, causing you to miss significant chances to contribute to company growth. Program results are for learning, aggregate returns determine success.

Take a few risks, even small ones, and your company will be rewarded.

Previous articles in this series:

Introduction >>

Are you trying hard enough? >>

Which ROI is important? >>

Define your risk profile >>

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