Insights From

Paul W. Farris

Marketing ROI: From Art to Science

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.

How Advertising Budgets Are Like Fly Balls

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.

Get Off My Turf: Assigning Sales Territories

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.