Have you ever been a commission-only salesman? I have. Let me tell you there is nothing more thrilling than having to sell to eat. It tends to be a very effective way to get people motivated to sell, though they often get burned-out pretty quickly (I did).
The point is that a lot of the people I meet who are in marketing don’t understand what it’s like to have to sell to eat. They’re shielded from the cut-throat world of sales. I’m not saying this is a bad thing. What I am saying is that if marketers would pretend like they were marketing like their life depended on it, then they might have different results.
What if, as a marketer, you were paid solely on comissions from the products your company sold. I gaurantee that you would measure everything much more closely (if you don’t have a record of the sale, you wouldn’t get paid). I’m sure that you would be a lot more careful about how you spent your time and budget. Just something to think about.