Getting management to buy into innovative marketing approaches can be tough.

Here are six facts to support change, based on performance data that Copernicus Marketing Consulting has collected from more than 500 marketing programs (consumer and B2B products and services.)

1. 84% of programs are resulting in declining brand equity and market share.
2. Customer satisfaction averages just 74%.
3. Most acquisition efforts fail to reach break even.
4. No more than 10% of new products succeed.
5. Most sales promotions are unprofitable.
6. Advertising ROI is below 4%.

For more, see the Harvard Business Review article, “Don’t Blame the Metrics” by Kevin Clancy and Randy Stone.

Patrick Schaber over at The Lonely Marketer has a beautiful post about his friend Jill who put two chairs in the middle of a busy corporate campus and sat down to listen to anyone who had something to say. Needless to say there was a line of people waiting to talk and be heard. This is one of the more innovative employee communications strategies I’ve heard in a long time. No technology. Just real listening among people. Thanks for sharing Patrick!