Does your company subscribe to the adage what gets measured gets funded? I am trying to convince a smaller co that as they raise awareness for their brand it might be hard to measure everything, and getting some major pushback.

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We do, but we try to also drive home the importance of brand building. You can measure that through engagement, branded search performance and other KPIs, its just hard as it dosent impact revenue immediately

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Probably 85% that mindset but there is a bit of grace that we have to "pay to play" in our industry. They expect little ROI from the sponsorships but it keeps us relevant and top of mind and considered for business in the long run.

smart

They are shooting themselves in the foot long-term by only caring about measurable metrics, and not brand-building as well.

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