Do you know when to discriminate?
Smart marketing is about disproportionately allocating limited marketing resources against the targets where you’ll have the greatest success. Most organizations are able to identify more opportunities or “good ideas” than their marketing budgets can support.
The marketing team must be able to discriminate among the "good", "better" and the "best".
How do they do that? There are more considerations than I can address in this short piece, but I suggest beginning with a fairly simple, four-step process.