Have $100K to Spend on New Customer Acquisition? Where Are You Spending It?

I like this question. I also like the related question, “If you had to reduce your marketing spend by $100K, where would you cut?”

To answer either of these questions it’s necessary to have a good understanding of the incremental return on investment (ROI) on each of your marketing activities. I’m always surprised how often that starts with “I think … ” It makes me worry and, as a consultant, probe deeper to see what’s really known vs. what’s just “felt.”