Truth of the matter.

• Author: Marlin, Brenda
• Position: Marketing Edge

On a recent business trip, I had a layover in the Atlanta airport. While waiting at the gate, I overheard a salesman's telephone conversation. He was speaking to who I presumed to be a banker about having to "make good" on a service that the salesman provided the bank. The salesman proceeded to say, "Bankers are always worried about the bottom line." Had I been the person on the receiving end of the conversation, I might have been a little upset with the comment. But, there is an element of truth in what he said. Bank CEOs are concerned with the bottom line. As shareholders, directors and regulators focus on this issue with a magnifying glass, the top dog needs to be aware of the bottom line as well.

As a marketer, you can fit your marketing efforts nicely into the bank's bottom line contribution if you are...