links for 2007-06-14
Ian Lurie Jun 13 2007
- I’ve said this for a while. Question is, how else do we get paid, proportionate to the work?
- Great study. But why exactly are people LESS able to track ROI now than in 2005?….
Ian Lurie
CEO & Founder
Ian Lurie is CEO and founder of Portent. He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Forbes.com and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, SIC and ad:Tech. Follow him on Twitter at portentint. He also just published a book about strategy for services businesses: One Trick Ponies Get Shot, available on Kindle. Read More
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About the Advertising Age article, I’ve encountered this opinion many times, beginning when I was an undergrad in the 1980’s. It even came-up at last week’s SMX Advanced search marketing conference.
I personally think the hardest part will be to match an industry-influential marketing company willing to make like Jerry McGuire with a client willing to step beyond comparing oranges, a client who is willing to say, “Today, instead, I will have this nice big juicy pineapple.” If that was not difficult enough, the process will have to be copyable and repeatable. That’s a pretty big hedgerow to leap your horse over.
I’d like to see it. I am not holding my breath.
A good discussion about better business compensation modeling is written in Million Dollar Consulting by Alan Weill. Though the focus is on the consulting industry I believe the perspectives and the challenges are the same.