Let’s say you sell an enterprise product or solution, and your sales cycle is 4-6 months.
How can you possibly evaluate the effectiveness of a short-term test if it takes far longer to see actual, revenue-producing and beer-buying results?
This slippery slope applies to more than just tactical campaigns.
If you’re evaluating immediate value/ROI from a new campaign, you’re looking at leading indicators which in most cases translates to some version of “more”.
But “more” might not necessarily be better.
Getting more clicks doesn’t naturally translate to better leads.