Writing for MarketingProfs, Lindsey Byroads discusses why outcomes-based marketing is the new "in" thing. She says outcomes-based marketing "seeks to reset the definition of success in business marketing by beginning with the end—that is, working backward from desired customer behaviors to the factors that drive those behaviors. ... In outcome-based marketing, results aren't the sole measure of success. Results, as is often pointed out by outcome-based practitioners, are not the same thing as outcomes. Results are tightly defined and short-term; outcomes are long-term and reflect a broader, more vital future."
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