Voice of reason speaks plainly

I was pleased to read in your cover story (MW February 6) the voice of reason at the end of the piece, bringing our attention back to what really matters – the costs and efficiencies of marketing.

Within all the organisations with which we work, marketers are under increasing pressure not just to make efficiencies, but to justify and measure the effectiveness of their marketing spend directly to the finance director.

As Alan Mitchell goes on to say in the piece, tools such as ours have evolved and are now in a position to meet the marketer half-way – bringing together the skills and experience which make marketers first and foremost businesspeople – with the approaches they need to deliver.

Without this mix of skills – and a healthy disregard for jargon – they are unlikely to be working in marketing for long.

Alistair Ewing

Product manager

Quadstone

Windsor

Berkshire