The answer to that question depends on how well you are tracking the performance of all of your marketing activity, and if you are happy with the overall results.

Lots of businesses do not have a great set of sales KPIs – those pesky targets and numbers which show you how well you are doing at driving business performance, and which give you an early warning system – either of the need to try harder, change direction, or add more resources to the operations side to deal with an increase in demand. And without these targets, it becomes harder to evaluate how well any of your marketing strands are performing – we tend to look at the problem globally.

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