MB: What do you think of advertisers' increasing demand for lead generation programs?
Mollison: Leads are fine, taken in balance, but they aren't the only way to quantify the effectiveness of a program. A marketers' job is to support sales, not cross into sales. Companies spend decades building a brand and reputation in every aspect of their business. After all that, why would you measure the success of a marketing program based on the number of people that click on a $2,000 banner?
MB: What can clients measure other than leads?
Mollison: We take clients through the purchasing process in our industry and help them identify their objectives. For example, if a company wants to increase penetration with senior management at A and B accounts, we would create a program with events, direct mail, print and a custom e-newsletter to raise awareness. We'd measure something like the number of appointments salespeople got with these senior managers before and after the program. We want our customers to get a Return on Objective (ROO) rather than ROI. â€”Marie Griffin