Asking what marketing costs is the wrong question. Asking instead what it is worth provides a much better answer.

Many marketers are focused on the most volume at the lowest possible cost. How do we get our cost per lead lower? How much traffic can we generate while spending less? It sounds efficient but often it’s actually counterproductive.

Is $20 bucks per direct mail piece too much? That’s a question asked entirely out of context. Would you be willing to spend $200 dollars to get a Fortune 1000 CIO’s attention?

“That marketing piece is too expensive” misses the point. What’s the end-result worth to you? When you ask how much marketing costs (vs asking what it is worth) you’re perpetuating the idea that marketing is a cost center.

When you measure marketing’s impact based on revenue results vs superficial volume-based tactics, you open up a ton of creative new opportunities to directly create that impact.

  • Thank you for this! Not only for the points that you bring up, but it touches on a point I’ve been trying to make for years: What’s the value of your product or service *to your customer.* Knowing that informs everything salespeople do and the effectiveness of those actions. For instance, if you’re filling your pipeline or prospecting to people who ultimately don’t have need for what you’re selling, you’re hurting both yourself and your prospects. A great supplemental piece I found on this is . Great stuff, Heinz! Always love your stuff.