Why Most Marketing Fails in a Tough Economy—and What CEOs Actually Need
By Upendra Mishra
BOSTON–The hard truth—marketing isn’t the problem. Revenue is. In uncertain economic times, companies don’t cut marketing because they want to—they cut it because it isn’t working.
Not because campaigns aren’t running. Not because agencies aren’t busy. But because marketing isn’t translating into revenue. That distinction matters more than ever. Because most organizations aren’t struggling with a lack of marketing effort—they’re struggling with a lack of revenue impact from that effort.
That’s the uncomfortable truth many organizations are now facing. For years, marketing has been measured by activity: more campaigns, more channels, more content, more spend. On paper, everything looks healthy. Website traffic climbs. Engagement metrics improve. Lead volume increases.
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