Wow, just read this on SEOmoz today http://www.seomoz.org/blog/senior-marketers-need-greater-accountability
Maybe it's because I got into marketing during the internet age, but I agree with Rand on this, I would have thought that conversion/ROI would have been at the top of the list. IMHO, that is one of the great things about marketing products and services today, we can track so much of the activity that our campaigns generate.
With advanced analytics packages, the current and evolving CRM tools, and the ability we have to designate trackable conversion applications (websites, phone numbers, etc) there is way more opportunity to separate what works and what doesn't. To me, that sounds like less time and money wasted.
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