InsightIQ Blog

Measure twice, cut once…then execute flawlessly

Mar 31 2009

Measure once, cut twice. I think this expression must have been started by a carpenter. After all, making mistakes with lumber can wind up costing you a lot of money, and keep you from getting repeat business.

When I take the old adage and add those last three words (and execute flawlessly), it reminds me of some of the common themes I hear from my clients lately.

Many of them are very good at knowing how they'd like to interact with their customers, and what they want to say to them when they do. The part some of them don't feel they are doing well enough is actually being able to GET the message delivered through the right channel, with the right timing. Sometimes this is because their marketing processes are not aligned to make this happen. Sometimes it's a matter of improving the way data is managed, or the tools that are being used to interact with customers. Whatever the reason, not executing well can ruin even the best marketing strategy. Are you executing as well as you'd like to be?

Knowing how you want to interact with your customers is great. Actually being able to do it flawlessly......now that's money.

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Michael Burke
Client Development

Mike has more than 17 years of business development experience in the database and direct marketing industries supporting both B2B and B2C organizations. As a well-regarded thought leader, Mike has published articles in DMNews,…