How many of us actually know the true value our company's marketing activity really contributes to the business? Can you determine at any point in time how well your marketing programme is performing against objectives? Are your marketing and sales teams working to the same objectives? Do you even have clear objectives defined? If you can't answer these questions easily, then adopting a measured approach to marketing is something you should definitely think about. Without it, you're effectively operating in the dark, with no way of knowing how much - or little - marketing has contributed to your company's sales performance.