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BtoB

Paying for our sins and our lack of metrics

Published on .

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Recently, I've been reminded of the old fable of the ant and the grasshopper. Seems the grasshopper pooh-poohed the ant's industriousness and tendency to save, while the grasshopper merrily hopped about the fields without a care in the world—until winter came.

Marketers, particularly advertisers, have been something like that. Spend, spend, spend until the economy turns down. Then, make a rapid switch to hand-wringing because marketing and advertising budgets are being cancelled, cut, delayed or termed

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