Almost all companies view lead development as vital to the long-term success of their business, and as the life blood of their business model. Many of the most success brands have dedicated teams, internal or external, tasked with creating and maintaining a brand that will aid their enterprise business models.
The area often overlooked is stewardship. What resources are businesses allocating to make sure that the post-advertising activity data metrics reflect what was agreed upon? We've all dealt with this in our personal lives. Ever open a bag of your favorite chips to be disappointed that it's only 50% full? You didn't pay just 50% for those chips, did you? How are you sure that the dollars you allocated for advertising and marketing are buying full bags of chips that you paid full price for?
The challenge in getting a "watchdog" is you need a person/company who has experience in this area. Just getting an intern to reconcile invoices will not be enough. They may catch billing discrepancies, but not DELIVERY discrepancies. If your watchdogs are experts, they save you time...and that time saves you money.
