Play Offense, Not Defense -- Sherburne

ROI on Marketing Spend

But start talking about improved return on marketing investment and how you can help them differentiate themselves in the marketplace, and the conversation goes to a whole new level. We should not be defensive about the value of print or its role in the media mix. Rather, we should take some time to consider what our clients are buying and why, and frame our conversations from their perspective. It is not about print; it is about the most effective way to achieve the business objectives associated with any given customer communication or campaign. This is a subtle difference, but one that can make a big difference in the sales and marketing process.