As if we needed more proof that marketing is all about metrics these days, a survey by Genius.com and B2B magazine found that “overwhelmingly, marketers feel that success in today’s environment is gauged by revenue and ROI…” No surprise there, since many of my conversations with clients recently have revolved around how we can do a better job tying communications results to lead gen and sales, and it’s a key reason Eastwick is spending so much time updating and improving its own measurement methodology. (More to come on that…)

And while marketers are under more and more pressure to deliver measurable results, they’re faced with getting those results on increasingly tighter budgets – 73% surveyed said that “doing more with less” is the biggest challenge they face. A familiar complaint that we also heard recently in our annual client survey. So what’s an over-worked, under-budgeted marketer to do? For some it’s a matter of focus. For others, it may mean blowing up some preconceived notions about how communications is done and starting fresh with programs designed from the start to impact the business. After all, as Einstein told us, the definition of insanity is “doing the same thing over and over and expecting different results.”