Marketing and Finance: the Peanut Butter and Jelly of Direct Marketing
Many times, the disconnect between marketing and finance is immediately evident. And many times over the years I've brought my dad in to work with clients and client-side companies I’ve worked with. He'd communicate the top line, and I'd address the bottom up. Together we helped some companies turn the corner and grow.
Does your company think that way?
As a kid I hated numbers — I was horrible at math — but I learned much from working with my father. The principles I learned I apply every day, even passing them on to you.
I wasn’t really planning this week's column as a tribute, but — and apologies to you, for getting maybe a bit too personal — I believe it's fitting. If you consider the impact of multichannel marketing and social media, coupled with the degree of difficulty and challenge each of these presents in terms of financial measurement, maybe this week's column is actually right on the money!
Speak to you next week.
Jim Gilbert is president of Gilbert Direct Marketing Inc., a full-service catalog and direct marketing agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert. You can e-mail him at firstname.lastname@example.org, follow him on Twitter at www.twitter.com/gilbertdirect or read his blog at http://gilbertdirectmarketing.wordpress.com.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.