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Outcomes over outputs

Outcomes over outputs


A lot of businesses focus their marketing on outputs rather than outcomes: about what is produced rather than what impact it has. A lot of marketing focuses on creating impressive-looking websites, slick videos and glossy brochures. It’s an easy trap to fall into. If you have collateral that looks great, you are likely to feel great.

Today, unless you are Beyoncé, pizzazz on its own doesn’t guarantee sales.  

To make your marketing deliver better returns on investment, focus it on delivering outcomes. Even better, focus your marketing on delivering one outcome – the pipeline you need for your sales team.

Paul RichensComment