Have you ever tried to cook something new and didn’t measure any of the ingredients? Unless you’re a great cook that often leads to disaster. The same is true of marketing your business. First, set a goal. Setting a goal is like picking a recipe. You’re deciding on what you want to cook and what the expected results will be. That in a nutshell (no pun intended) is the essence of measuring marketing as well. Your business goal or recipe for success could be to have 1 million in sales this year. You may need 20 new clients billing $50,000 each annually. Or 50 clients billing $10,000 each. Choose marketing methods such as cold calling, print advertising or search engine placement. Whatever the method, write it down and measure the results every day during the year. At the end of the year see what you have baked! Adjust the ingredients (methods) and begin cooking up sales for next year.