What if your CEO gave you 24 hours to produce figures proving this year's direct marketing programs were profitable? If the thought of this causes you to break into a cold sweat, you're not alone. Millions of marketers sweat with you; they belong to a sort of marketing "Don't Ask, Don't Tell" Club. If you qualify for this group because you don't track results, then read on. Because we're going to try to dissolve your club membership by making your direct marketing a profit center, rather than a cost center.
As a direct marketing user, you're in an enviable position. Unlike advertising and public relations specialists, direct marketing can consistently demonstrate success through return on investment (ROI).