Paul W. Farris

In recent decades, marketing efforts have grown in sophistication, speed and expense. Now the field’s metrics need to catch up, so that marketers can effectively assess what a campaign did — or failed to do.

Just as improvement in manufacturing processes began with articulation of those processes, advertising budget processes will only improve if managers become more willing to document them.

A territory is a salesperson’s battleground; it’s the turf that he or she defends. As one of the first decisions that many sales executives make, territory assignment can be quite a complex process, serving several goals — and stakeholders — at once.