The Marketing Girl’s Christmas Gift...

Dec 17, 2012 by

Control is one of the key factors to the success of a marketing campaign or program.  The marketer loses control, the project goes to pieces.  As a result, many marketers end up as control freaks. “You should be in control of the project” is one of those ominous statements I dread hearing from any CEO.  That usually precedes the coming of the Four Horsemen of the Apocalypse.  When a CEO tells me that, it means a project has gone awry somewhere.  Worse, it has become an unholy mess.  If I want to survive the Spanish Inquisition, I better know exactly what caused it to disintegrate before the CEO even calls for me. “What will you do about it?” is the question that triggers nightmares and seizures in even the most hardened marketer.   Unfortunately, in...

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