We’re in the money printing business! Successful sales and marketing that gives you a positive return on the investment is exactly this. There a loads of clichés “only half of the marketing is working we just don’t know which half “if you can’t measure it you can’t manage it” but it rings true, telemarketing campaigns are easily measured and if they don’t deliver a return then we wouldn’t expect our clients to (return that it is!)

OK. Maybe it’s not that simple… I asked some of the team today how many of my half price £20 notes they would take, after some head scratching and a load of questions, I concede there are some variables but in some ways the mistrust, objections and questions actually serve my analogy.