Measure EVERYTHING in marketing

You're measuring something that doesn't matter when you're measuring brand awareness. And I know this is a philosophical debate and I can't answer that over like a five minute Q& A, but we should talk now. Trade shows, that's easy. You should be tracking event attendance for every event. And you correlate your event attendance with your demos and your pipeline. Guess what? 90% of the companies that we work with don't even track event attendance. So when you don't have the data, what are you going to do? You're stuck in the same problem. So really be intellectually honest about what you mean when you say brand. And some things are going to be measurable that are more shorter term. And if you're going to show up at the board and say it's brand and I can't show you any numbers, you're going to have a short shelf life. I'm not saying it doesn't exist. There's no such thing as a brand. There is, but the science literally doesn't exist to measure it.