Fire Your Marketing Department

Who brings home the bacon in your organization? Probably your fundraising or development department. (If they don’t, fire them, too!) That’s because fundraisers are held accountable to measurable dollar goals. They become adept at pursuing those goals.

On the other hand, the outcomes of marketing are tough to quantify, so those who bother to measure at all tend to pursue vague, qualitative goals like “mindshare,” “awareness” and “brand equity.”