We find it normal that if you spend £1, you should get £2 back. This is what people in the boardroom want to hear. But the challenge for the DM industry is less about proving its return on investment skills, and more about making its presence felt.
Sometimes we are our own worst enemies. I have sat through some mind-numbing meetings. Obsession with minutiae is not what chief executives want to hear.
We do know what we are talking about and we must use this unusual position to make our views heard -- but let's not bore our colleagues to death by explaining the inside leg of CHAID analysis.
As direct marketers, the quality of what we say makes all the difference. Our star has been in the ascendancy for years -- but it needs to stand out more. People with a direct marketing background have ended up leaders in their field -- whether is it's Mike Tildesley at More Th>n or Terry Hunt at EHS Brann.
We are in a good position, but we need to keep this up and learn from others, such as our colleagues in advertising. Our central role across marketing is there to be grabbed. Learn from the Trevor Beatties of the world and get noticed.
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