Would you consider it smart business practice to invest in a marketing campaign that promotes a product that actually loses you money? Or a product that delivers 150% less profit than one of your other products and ties up staff time?

I’m bringing this up because on the one hand marketing is ESSENTIAL (if you don’t have a marketing campaign it’s like building a great car with all the bells and whistles but not bothering to put an engine in it), BUT before you plan and roll out your marketing plan, you GOT TO KNOW WHAT YOU SHOULD BE SELLING!