How Do You Put a Dollar Figure on a Share Growth?

Fergus: I've seen marketing managers present things that are patently impossible. How do you begin to put a dollar figure on a share growth? Well, that's not hard to do, right? So it's not easy to explain the podcast, but there's a technique if marketers are trained properly. If I increase anything on the funnel, it gets easier towards the bottom. Fergus: We get a lot of marketers who are so paralyzed by the numbers. They never do it. And they look at accounting and go, but the counting is pretty straightforward. You're just counting money that's already there. Child can do that. Marketing math is much harder because we have to project