“Kip understands that a strategy is only as good as the results it delivers. I have worked with Kip and seen how his disciplined mind has ensured his approach to finding insights, developing strategy and then mastering execution works across different enterprises and areas of business.”
A key issue any marketer must adequately address is “What’s the return on this marketing investment?” It's reasonable for a marketer to provide some type of quantitative measure to ascertain whether the marketing activity for a company is working (and how it should be adjusted so the spending can either be optimized or eliminated).
