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April 13, 2009

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Michele Goetz

I agree that there is a manufacturing and supply chain aspect to marketing operations. What you need to be careful of is that repetition, recycle, reuse dampens your effectiveness. Keep 'test' as the operation or process, keep the message and content relevant and fresh.

You allude to the audit and benchmarking aspect, but I think it should happen across efficiency AND effectiveness and tie into business objectives. A marketing organization can be highly efficient but if it doesn't drive to business goals, operations weren't that effective.

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