Case Study: It Pays to Listen to Your Marketing Executive - Marketing 360® There is a certain amount of inherent risk in running and marketing a business. The future is unpredictable, and so is the behavior of consumers. It makes investing in marketing a little scary. You strategize to reach the right audience with the right content, but you still never know if people will buy until they actually buy. One of the primary jobs of the Marketing 360® marketing executive is to identify target markets and tactics that we believe will deliver ROI, then make recommendations to our clients on how to execute the plan. Sometimes when we make these recommendations, clients feel trepidation. They respond in two ways. The first is that they ask us for proof that the new tactic will work. They want

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