CREATE A MARKETING SYSTEM by Steve Anderson Ive been thinking a lot lately about how important a successful marketing program is for an agencys long-term health. It s...

The preceding article examined five common agency marketing mistakes, together with remedies for these errors. This second in a two-part series by John Graham provides a list of five more mistakes and the reality checks that can overcome them.

Mistake #6. Failure to base decisions on fact. Marketing isn't about what you want to sell; it's about what someone wants to buy.