Forget the BIG Marketing Campaign

When you invest all your time, effort, and money into a big marketing campaign what happens when it doesn’t quite work out? You’ve wasted a lot of time, effort, and money — right?

Seriously, how many marketers have left a big marketing event (like a trade show or conference) and thought — how the hell am I going to justify the expense of this based on the number of leads/sales it has generated?