Successful marketing is the buying of money at a discount.

Having a set marketing budget every month is going to deliver lackluster results.

You want your marketing campaigns to deliver a return on your investment.

Then you want to spend, collect, spend what you collected, collect on that spend, spend the now-greater sum you collected, and so on.

You want a return on investment and a return for reinvesting. It’s a compound effect.

Media bargains may present themselves, and if and when they do, you don't want a budget that restricts you.

You have to know what you are getting for your ad dollar and when you are getting it.

This is about actual, factual measurement return on investment. You have to know what you are getting for your ad dollar and when you are getting it. That means profit driven marketing, not brand-building or image advertising.

You can't intelligently manage risk if you can't accurately count.