David on Marketing ROI

Lose Control of your Marketing! David Meerman Scott writes, "For many executives, an obsession with ROI is just a convenient excuse to shy away from something new and untested. Yet that's exactly what the best ideas for creating a World Wide Rave are--new and untested. If you're obsessed with ROI measurements that worked in an offline world, then you're just making an excuse. If you worry about losing control of your message, then you're making an excuse." David has just posted his new ebook called Lose Control of your Marketing! David's ebooks are always a treat for me so I'm gonna put everything else aside so I can start reading this!
Steve Johnson

Steve Johnson

Steve Johnson was a founding instructor at Pragmatic Institute, a role he held for more than 15 years before he left to start Under10 Playbook. In his return to Pragmatic Institute, Steve supports the complete learning path for product teams, ensuring they are fully armed for success. 

Over the course of his career, Steve has helped thousands of companies and tens of thousands of product professionals implement product management processes. He has worked in the high-tech arena since 1981, rising through the ranks from product manager to chief marketing officer. Steve has experience in technical, sales and marketing management positions at companies that specialize in both hardware and software. In addition, he is an author, speaker and advisor on product strategy and product management.


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