Do you use direct mail, email, online marketing to drive your business?
Do you test everything you can to increase your marketing conversion or response rates?
Are you using control groups?
If not, you aren't testing effectively. You might be guessing, assuming or just throwing caution in the wind.
I know many people who have said "we are testing X,Y or Z" but when you ask about a control group they answer, "we are going to see how it performs to what we did last year". What!? You are comparing this year's marketing to something that happened a year ago. Did nothing change? Obviously this doesn't make sense and is a bit of an exaggeration but you get the idea.
When you are working on your marketing plans and business strategy do you include testing?
Can you determine which messages generate the largest response rates?
Are you familiar with setting up and reading marketing tests?
What was the most important marketing learning you discovered last year?
How could you have been more effective in marketing your services?
If you're not in control of your testing and marketing it is probably costing your company money.