"Half the money I spend on advertising is wasted. The trouble is I don't know which half." ~John Wanamaker

There's a silent, but growing epidemic spreading across the Internet marketing community and corporate sales and marketing departments. It doesn't affect everyone, but it tends to strike those very companies that cannot afford to be wasteful or make a lot of marketing mistakes.

A Horror Story

The story is all too familiar and goes something like this:

American Services Company is spending a good deal of money on Google AdWords and search engine optimization (SEO). They're getting a decent and steady flow of inquiries for both contact forms and whitepapers. They also have a "request demo" that gets a good amount of action.

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