Marketing execs can't easily assess value created by marketing

If you are planning your marketing for 2006, don't get discouraged if you can't see the value you get from your marketing program. It seems that most marketing executives can't see the value from their program either! This report mentions the obstacle for execs is "not enough time to focus on strategy".

Don't make this same mistake. Plan to have time to plan. Otherwise you will end up 'reacting' rather than making sensible marketing decisions that support your business objectives.

Large companies may be able to sweep wasted marketing money under the carpet - and forget about it. But most smaller businesses don't have that luxury.