Andrew Erickson

As marketers, we're used to complex campaigns that cross multiple marketing channels and have a ton of moving parts. We manage websites, blogs, design assets, content production, social media, advertising, paid search, SEO, public relations and the list goes on. All of the reports, metrics, and analytics that we have…

I've worked with many sales-driven organizations where the marketing department is the red-headed stepchild. After all, it's sales that drives the revenue, right? Marketing just eats through budgets and promotes the brand (whatever that means). Meanwhile sales is doing all of the heavy lifting. The fundamental flaw in this scenario…