Send This to Your CFO … Anonymously
Pat LaPointe
MarketingNPV
Attention, all finance executives seeking to understand the return on marketing investments.
Over the years, I’ve learned that if I come home to find something in the house broken or missing, I’m much more likely to get the truth if I ask my kids, “Does anyone know anything about <fill in the blank>” than if I ask, “Who broke this?” or “Who took my <whatever>?” The latter approach immediately sends everyone into damage-control mode; the former gives them a bit more latitude to respond in a responsible way. They sense,...